Package Your Information Like a Gift

Make sure your information is a gift your customers can't wait to open. 

Make sure your information is a gift your customers can't wait to open. 

Everyone likes to receive gifts, especially when they are packaged neatly with a card and wrapped in brightly colored paper and a pretty ribbon. You should think about packaging information the same way.

It’s not just about making things look pretty. The way you present your information directly impacts how likely your target audience is to hear what you're saying. You can make your information inviting by following the basic steps of wrapping a gift.

  1. Pick the right size box – The size of the box should match the amount of information inside. While little kids get excited about big packages, most people appreciate a box they can get their hands around. Some of the most excited reactions come from opening small, ring-size boxes. Skillful editing will help your viewers focus. Only include your most interesting informational gems and put aside less important items. 
  2. Choose your paper and ribbon carefully – Don’t forget about the visual way you present your information. Make sure the layout you choose draws in your audience. A bright headline and smart copy also attracts attention. You want to make the wrapping so inviting that viewers cannot resist opening your package right away.
  3. Protect the contents in the box – Just as you would place protective material to secure a gift, surround your valuable information with supportive material – links, video, SlideShares, podcasts and images. You want your gift recipients to rush to open the box, but to notice the care by which you packaged it. Providing supportive materials makes it easy for them to go back and find useful context or more deeply layered information.
  4. Deliver the package in person – While it is fun to see a package waiting by your front door when you arrive home, nothing compares to the impact of a friend handing you a gift. Building a relationship with your customers means they are hearing from a friend, not a stranger. Further personalize your information-sharing, through including a personal greeting, customized content or an offer for interactivity.
  5. Give a gift that's useful – The gifts that are most welcome are ones that fill a need. Make your information useful and relevant to your audience. Engaging your audience regularly will ensure you know what is at the top of their wish list. 
  6. Make your gift a party – Gifts are most fun when they are given at a party. Create some excitement around your information with an event, a contest or a milestone celebration. 

As with any gift, it really is the thought that counts. Always keep your customers in mind when creating and packaging your information.