How Can I Get My Print Marketing Materials To Stand Out From the Crowd and Get Read?
By Blair Cariss
With the Australian Economy on the slide, many of us are faced with finding ways to stand out from our competition on every potential sale. Customers are tightening their belts. In light of this, clients often ask for input on how they can make their print materials ‘stand out from their competitors’.
Make sure you have a volume of professional looking print marketing materials that do a great job at presenting your company in the best light possible. With the economy how it is, many businesses are giving in to the temptation of disappearing entirely onto cyber space.
Print materials can’t just disappear into potential clients’ inboxes or hard drives the same way digital collateral does. It sits there continually nagging the recipient *at least* to read them.
With the obvious out of the way...
The easiest way to make them stand out is rather than handing them several flyers a letter and a brochure plus whatever else you might give a potential customer... Give it all to them in a Presentation Folder.
You can see the difference in the perceived value of the two different situations in the photos above.
One looks really professional and the other looks like their printed marketing is a bit of an afterthought.
If you appear more professional you are able to command higher rates and better close rates. This will more than offset the investment of putting together a strong suite of print materials that effectively position you as the supplier of choice to your market and presenting them in a folder.
The folder also adds heft to your marketing materials, makes them appear more valuable and therefore more likely to be kept, less likely to be lost or deliberately thrown out. It gives you a huge advantage over your competitors who are just as likely to leave a carbon duplicate of their quote and expect to be able to get a premium price for that.
As you might expect we successfully use presentation folders in our business. Our primary use is to send it to prospective clients. It provides them with a sample of our products and we find it builds trust well before any print order has been placed. Some of our leads have held on to our presentation folders for months before placing an order. Had we not used a presentation folder we would have most likely been forgotten about.
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