Today, as I was making my holiday list, it occurred to me that giving gifts is a lot like creating good content.
Sure you can dash it off or recycle an old idea. But if you want to really engage people you need to put some energy and imagination into it and not simply go through the motions so you can cross it off your to-do list.
Here are three things to consider:
Shopping: Do you think about the person and what they really want? Or is it all about you and what you feel they need. Take some time to put yourself in their shoes, empathize and make the gift personal, meaningful and a surprise. Those are the same elements you should be adding to your stories.
Wrapping: The presentation is almost as important as what’s inside. We’re becoming more of a visual culture and the wrapper should entice and excite. It’s both a sneak preview and an invitation to draw them inside. Sure you need to have a great idea. But that’s not enough. Looks count!
The big reveal: Most people can’t hide the look on their face when they open the package. Either their eyes sparkle or they paste on a gift-smile that says (and means), ‘Oh, you shouldn’t have.’ A polite person would never say they aren’t happy, but their expression tells you where that gift is going as soon as you walk out the door. And when you catch the moment of disappointment, do you make a person feel guilty because they didn’t like it? Or do you give your present with no strings attached. The same is true for content. With social media, you can instantly can see what works and what doesn’t (think of comments and metrics as the receiver’s expression). Learn from that. And maybe spend a bit more time in the conception stage. Yep, I’m encouraging you to do more shopping :).
Let me know what you think and if you have anything to add.
And thanks to all of you who’ve dropped by this year and shared your insights and time.
Happy holidays and all the best in 2013!
Photo by Guudmorning!
