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Don't Be A Gift Card. Give Your Leads What They Actually Want.

Every Christmas growing up, no matter what I wanted or was into at the time, someone in the family would inevitably give me these heavy, thick fleece socks. I couldn’t wear them, because they were always too big or too warm. So year after year, the growing number of socks collected dust in a drawer in my bedroom. After a while, I forgot about them. I’m actually not even sure what happened to them.

How many times do we do this with our leads? Shove the content we want to give them into their faces (on inboxes, as it were), regardless of what it is they want from us at the time. Are we becoming our grandparents?

As an adult, you can usually return gifts you don’t want for something a little more your style. Leads can’t do this. You send them something they don’t need or didn’t ask for, and they’re just going to ignore you. Or worse—go find someone else who will give them what they want.

So just like gift-giving, you have to take some time to think about who you’re trying to reach and what it is they want from you at a given time. This is where targeted lead nurturing becomes the gift that keeps on giving.

Look, we all know that relevant content gets better results, just like well-chosen gifts make for happy children (ok, and happy adults). But we sometimes define “relevant” in too broad terms, resulting in somewhat focused, but still generic content reaching an audience hoping for something more specific. So here’s some holiday advice to keep leads happy and hopefully buying:

Don’t be the gift card of content.

It’s like gift cards, right? Gift cards say, “I have a vague idea of what you might want, but I’m not going to put any more effort into thinking about it than I have to.” You have to put some real thought into your content and how you can make it specific to the audience.

Look for areas in your funnel where a high percentage of leads seem to drop out. I bet you’ll find some holes in your content there. Maybe you’re pushing too sales-y a message for the stage they’re in. Maybe you could be sending more specific industry messaging. Maybe you’re sending 1,000-word emails to a busy C-suite audience.

Just give them what they want already.

Look, gift cards are fine and all but it doesn’t really immediately engage anyone. It’s like when you were a kid. Did you want a gift card for Christmas or a toy you could open immediately and play with? That’s what broad content is like—“I’ll come back to it later. Maybe.” So give your leads something fun and useful, something they want to open immediately and devour, at every stage in your funnel.

Good content is a real gift to your leads. And come on, wouldn’t you rather be the cool aunt than the out-of-touch family member?

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