In Praise of PrintPosted by Nicole
It’s true that the internet holds an important place in business. However, unless you are running your business entirely online, you will need to think about print marketing from time to time – that is, marketing materials that are designed for and produced on that wonder invented long before Google, bandwidth, and SEO. You know, paper.
Print Will Never Die (At Least Not in Business)
When you attend networking events or meet clients face to face, do you hand out business cards? When customers show up at your place of business, do you give them a take away brochure? Do you keep in touch with your customers through the mail with a newsletter, postcard marketing campaign, catalogue, holiday cards, or coupons? If you answered yes to any of these questions, you are already familiar with the power of the print medium to deliver your marketing message.
Print Advertising is a Proven Marketing Tool
Did you know that print is the ideal medium for branding? According to this article from Red Communications, a design, advertising and marketing company, it has been shown that after just one exposure, print advertising outperforms TV for brand awareness by 38%! The reason? An act that requires effort is more likely to “stick” in the brain than one that is passive. In other words, sitting on the couch receiving the message just isn’t as effective as reading that postcard ad you received in the mail.
Why Superbly Written Copy is Especially Important in Print
Let’s face it. Every time your customer is given the opportunity to know more about you, connect with you, or learn about your services, you need to put your best foot forward. But somehow on the internet, the eagerness to provide information at the speed of light often means compromising quality.
For brick and mortar businesses who rely heavily on print marketing, the kind of errors that fly on the internet still offend. People are just not as tolerant of errors in print because they give a strong impression of sloppiness and ineptitude. Potential customers are left with lingering doubts as they wonder: will they be as careless with their service as they are when selling their services? If they don’t care about their own image, do they really care about me and my needs?
And then they shop somewhere else.
We love that the world of print is still an important enough medium to warrant dressing up a little for business, and that’s why we’ve made it the theme for Write Ahead’s June blog and newsletter. It makes us happy that the language and craft of writing still matter in a world where a website can be up and running in ten minutes. And success – big success – still belongs to those who take the time to use a dictionary*.
* Pssssst. Using a dictionary is one of our proofreading and editing tips in Write Ahead’s upcoming ebook, Communicating with Confidence: The Creative, Ambitious Entrepreneur’s Guide to Better Business Writing. If you haven’t already subscribed to our newsletter, now is a great time to do so. When you sign up for Write News you’ll get first crack at our ebook at a great discount price!