Holiday marketing tip #2: Unwrap holiday success with personalization
Personalisation in holiday marketing has significant power to boost sales. Here's how to do it.
Hi! 👋
This week, I give you proof that personalization works + marketing ideas you can use.
Welcome (back)! 🤗
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Holiday marketing tip of the week 🎄
With my last newsletter, the Holiday Marketing Tips for Creators 2025 series was launched, along with the first tip, which discussed how useful it can be to create your own buying persona(s).
Let me expand on that.
Case studies prove the sales-boosting power of personalisation in marketing:
- Brands reportedly generate higher conversion rates, i.e., more sales, when they use buyer personas (and yes, do think of your small business and yourself as a brand—no reason not to, and it'll help a ton with your marketing).
- When it comes to email, the open rates will improve when those emails are segmented and personalised with personas in mind, e.g., You don't send everyone the same email, but make groups of your subscribers, like those who purchased before and those who haven't yet; this way, you can also avoid upsetting people with yet another email that's not relevant for them.
- Websites are easier to navigate for users if they incorporate buyer personas. Imagine creating a Gilmore Girls collection as a ceramicist. Not all your customers will be interested in that, so you can permanently restructure your site, like rearranging your homepage to make sure each visitor finds what they like. Gilmore Girls fans to the right, everyone else to the left.
@thecreatorsdiary Gilmore Girls, Netflix, elf on the shelf… These all make an appearance in this video and for a good reason. I talk about the importance of knowing what your target audience or buyer persona likes and needs. Your marketing should be doing two main things: showing them how they can be their best self (supporting their needs) and that you make the things they like. And your product is a key ingredient for both. In short: buy from me, so you can be the person you want to be and surround yourself with the things that tell the same message—this is me, this is what I like, and the things I purchase reflect my personality and way of life. ⭐ My two marketing tips for that: - Create targeted content that speaks the language of your customers and they can resonate with 🎯 - Create special offers that meets their needs 🛍️ More holiday marketing tips are coming each week leading up to December, so make sure to follow! #holidaymarketing #christmasmarketing #holidayselling #artistsoftiktok #craftingtiktok
♬ original sound - thecreatorsdiary
Think of this logic when you want to deliver your message to your persona:
- You’re this kind of person? I’ll help you be that person.
- You like these kinds of things? I make those kinds of things.
As an example, I talked about a fictional persona called Katie in my previous newsletter. Let's see how we can appeal to her.
Marketing ideas to show Katie what their life would look like if they bought your products:
- Create targeted content that speaks her language: Whatever content you create, social post, newsletter, product description—think of it as a story that Katie would like to see. For example, she likes to binge-watch shows on Netflix, right? Post a picture of your newest ceramic mug with a Gilmore Girls scene on a laptop in the background and ask your followers what is the next show they’re going to watch on Netflix? And mention, how about enjoying it with a hot chocolate from your newest mug that is now available in your shop? 👉 This is about you using the right language, tone, and topics that will resonate with Katie.
- Create a special offer that meets her needs: Create a product bundle (or a giveaway) of a few of your products that Katie would likely want. A product bundle is good because she might not buy all the items individually, but since she doesn’t mind spending a bit extra around the holiday, and she cannot resist Christmassy things, she’ll likely want to get her hands on that. It’s even better if you tell them how it meets their needs. If you buy a mug by this date, you’ll get a mini ceramic elf for free to bring some extra holiday cheer to your home. 👉 Remember, Katie loves decorating her place. A mug can be functional and decorative, but an elf on the shelf? That’s decor heaven for Katie. Perfect messaging.
More holiday marketing tips are coming each week leading up to December! 🎄
If you have creator, artist, maker friends in need of good tips, have them subscribe to this newsletter here. 💌
Creator snippet of the week 📌
Millie's Pottery also offers prints, and their shop categorization is a good example of personalisation. There might be an overlap of her audiences based on interests, but it's surely helpful for potential customers that they can easily find what they like.
See you next week,
Petra
Petra Gönczi
