Alleviate your audience’s pain or give them something they want.

Remember that people will go much further to avoid pain than to acquire pleasure. If you’ve done your research and found a major pain point for the recipient, and you can offer relief, highlight that.

If you can’t solve a problem, give people something they want. Offer to connect them with someone they’d like to meet — that stands out, since almost no one gives before they ask. But your gift needs to feel appropriate, from one stranger to another.