10 Things I Know About... Print Marketing
10. REPETITION IS KEY
It takes seven to nine times for your message to be seen before it is mentally digested. Repetition helps ensure your message gets seen.
9. USE TESTIMONIALS
What you say about your business doesn’t mean much until you prove it. But how can you prove your claims about your company until someone decides to make a purchase? It’s a vicious cycle. A great way to break it is with testimonials. What others say about your business goes a long way.
8. THE CAMPAIGN EFFECT
This effect happens when you design several marketing pieces for the same campaign with a similar design. Using the same colors, fonts, images and presentation are all part of creating product or service recognition across multiple marketing pieces. This helps your prospects and clients connect with your marketing material.
7. BLOCK FONTS
It’s tempting to use fancy fonts when designing your print marketing solutions. But stick with basic, block-style fonts to make your promotional material clean and easy to read.
6. TARGET & SAVE
Direct mail is a great way to print market your business. It allows you to target your company’s specific demographic, which helps to reduce your costs and increase response rates.
5. BENEFITS NOT FEATURES
Being open from 6 a.m. to 10 p.m. is a feature of your business. The benefit is that your clients can take advantage of your business at whatever time is convenient. Market specific benefits, not features, in your print to increase effectiveness.
4. LESS IS MORE
In most cases, it is better to keep promotional material short and to the point. Use a few, well-chosen words to convey your message.
3. QR CODES
QR or “Quick Response” codes are a great way to provide your readers with more information. These are the square images that look similar to barcodes and provide a link to online content.
2. COLOR IS KING
Statistics show that marketing materials printed in color are read 80 percent more than black and white. With the advent of new technology, color printing has become far more affordable when compared to black and white.
1. CHOOSE WISELY
Make sure to carefully pick the company that will print your marketing. If you don’t use a printer who understands your company’s goals, you risk alienating prospects and clients.
Drew Hirtle is an account executive at Curry Printing in Westborough.
He can be reached at dhirtle@curryprinting.com.
WBJ Web Partners
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