a lesson in designing for one

I love my husband. We've been together for 25 years.

I wouldn't care if he spent $10 or $1000 on gifts for me. As long as there's a bit of thought put into it, I'm happy.

Jason warned me that he did a terrible job with my Christmas gifts this year, and boy, did he ever.

Thank god I’m not a bitter, materialistic person. 

I am aware that I sound like one right now. Yes, I am grateful to have a husband who loves me, but I am trying to make a point here.

I got… 

• a hoodie that didn’t fit 
• a Stanley Tucci novel (he’s cool and all, but... why?)
• a drugstore bubble bath set (should I pretend I don't have sensitive skin?)
• a plastic serving plate that says "Please Leave" (Jason, really?)

It's like he walked into a store, reached for things that felt safe, wrapped them up, and stuck them under the tree. (I will give him credit for that. He does his own wrapping.)

Just because something is made for the masses doesn’t mean everyone will like it.

Our kids, on the other hand, understood the assignment. 

Our 17-year-old gave me...

• a toque (I love winter walks and am always wearing one)
• two bags of mini eggs (one of my favourite treats)
• gift cards for Amazon and Indigo (thoughtful and practical)

And then there was the scarf.

In this photo, I’m wearing the scarf our nineteen-year-old gave me for Christmas.

This kid, who’s studying textile design at the New Brunswick College of Craft and Design, made me the most beautiful scarf I’ve ever seen. It was an assignment for their weaving class and took approximately 20 hours to make.

There’s love between all the stitches, and it was made just for me.

The wool was hand-painted in Poppy Copy brand colours, and I mean, just look at it!

Everyone who sees the scarf oohs and ahhs.

It was designed for me. It’s literally a one-of-a-kind, totally personalized piece. And yet, it appeals to other people who appreciate hand-crafted wares, natural fibres, and pretty things.

If Jaki started selling these scarves on Etsy, they’d get tons of orders.

And that’s the lesson I want to share here.

Just because you design something with one person in mind doesn’t mean it won’t resonate with many.

✨ Designing for one is what creates magic.

❤️ Designing for one is how you build connection and keep people engaged and excited.

🔥 Designing for one is how you attract an audience that feels like you care.

So the next time a marketer or copywriter (or yours truly) challenges you to go more narrow with your target audience, and you feel like throwing up or throwing your shoe, remember this:

A generic list of services feels like unwrapping a "please leave" plate on Christmas morning. And perhaps they will do just that.

But a custom offer? That's the scarf.

It gives your audience something to beweave in.

Designing for one isn't limiting. It makes you magnetic.