Those of you in the U.S. are probably focused on tomorrow, Thanksgiving — on your plans for the day and on what you’re thankful for on a wider level.

Like you, I started thinking about what I was thankful for. And then I probably got distracted by 18 other things. And then, I started really thinking – I put myself into the future (not in the sci-fi sense) and asked myself what I would like to be thankful for next year at this time.

Knowing what I know right now and being thankful for what I have right now, what more do I want and how do I intend to get there?

From a marketing perspective, this can be an extremely valuable exercise for you. It has been for me. (From a personal perspective as well, but I will focus on copywriting and marketing and leave your personal life to you.) To get where you want to be, you need a destination (the “what you are thankful for” part) and then you need to map out your path to that destination.

Sounds simple? Here’s what I am thinking and will be doing myself:

  • Be as specific as you can in terms of what you are/will be one year from now thankful for. The more specific you are, the better you can measure your success. What’s more, your specifics will help you rule out actions, campaigns and efforts that just don’t meet your needs or match what you seek.
  • Be honest. Don’t try to please your co-workers, your parents, your high school math teacher or your next-door neighbor. If we’re talking marketing, it needs to be real and you need to be talking directly to your target market. And only your target market – not the teacher, the co-worker, the parent or the neighbor.
  • Be a good listener…to yourself. All of this works best when your heart and mind are in sync. Your target market is smart and knows when it’s genuine…and when it’s not.