"When you have a solid brand message, it will pulse through all your materials."
- Sarah George

Think of everything your clients do online. To name a few, there's shopping, banking, communicating, scheduling appointments, and research. There's no doubt businesses can't escape the need for digital content such as websites, social media posts, and emails. But does that mean there's no use for "old-school" printed materials?

For businesses that serve primarily the local community, print marketing, such as brochures, postcards, flyers, and posters, makes a lot of sense. Even e-commerce businesses can benefit from print—a shipment with a thank you card or a brochure will stand out. Let's explore some creative ways for print material to engage your clients.

Take it Offline

Creating print materials should not be reinventing the wheel. When you have a solid brand message, it will pulse through all your materials. Clients will hear the same story, whether looking at your website's home page or opening an annual report via snail mail. Don't be afraid to repeat what's on your website into print. It will reinforce your message and encourage people to take the next step.

Limited Space

Remember, when it comes to print, there is only so much real estate you're dealing with. You CANNOT say everything. Think of the main call to action you want to get across and make sure all of your elements (text, graphics, colors, and photos) reflect that. The point of printed material is typically meant to be a teaser to the next step – make a call, visit the website, sign up, etc.

A friend of mine once said it perfectly: "Design should intrigue, not fatigue." You don't want your material so busy that it's overwhelming to look at. As a matter of fact, research shows that information overload causes people to disengage, which is the opposite of what your marketing accomplishes.

Also, keep in mind (this goes for digital and print) that there are three techniques for reading marketing materials: scanning, skimming, and intensive. From reading headlines to combing every word, be sure to appeal to all types using design and format. Want help? Schedule a Marketing Power Hour to enhance your marketing materials.

Creative Presentation

Consult with your local printer about unique layouts and materials you can use to draw attention. Instead of a traditional tri-fold brochure, consider a small, square booklet. Rather than handing out business cards, invest in sticky notes with your contact information. Out-of-the-box paper stock, embossed lettering, pop-out features, and special binding are a few ideas that clients don't see every day. Increase engagement with materials that can be used practically or create a special experience (scented rack card, anyone?). Your clients are hit with so much information. Help your message stand out with a creative presentation.

Conclusion: Print materials are still useful in attracting clients, especially with a thought-out strategy. You'll want to plan out your printing because it can be expensive, and you don't want to throw money away or cut down more trees than needed. Clarify your marketing message, define where you'll print it, and start distributing! It helps to have a creative genius in your corner. Schedule a discovery call with me to map out your plan.