Print & Marketing

We create powerful, compelling, communicative visual treatments that speak directly to your target markets, driving action and boosting your profits.

How to Plan, Design and Write Print Marketing Materials with the "Wow Factor" You're After

1. Identify Your Audience and Desired Outcome
Although professional printing can go a long way toward creating a great impression, the best measure of your promotional piece is the results it delivers. Be sure your marketing materials are as powerful as possible by following a few basic guidelines:

Know Your Audience and Set a Goal
Ask Your Readers to Take Action
Use Good Design to Promote Readability & Reinforce Your Message

2. Why Print Endures
Remember predictions of a “paperless office” where all information is conveyed electronically and paper ceases to exist? You just have to look around your own work space to see how wrong that theory was.

It is true that we live in a technology-fueled society. People are busier than ever and want certain types of information within a timeframe only the Internet can deliver.

Despite this reality, when it comes to promoting your small business, marketing your products or raising awareness of your organization, research shows that many people still prefer print marketing materials as opposed to newer media.

3. Which Printed Piece Is Best?
Whether you're a corporate marketing manager, agency staffer, small business owner or real estate agent, your objective is probably the same: to get the most impact for you marketing dollars.

And, while it's easy to be dazzled by the latest online marketing medium, print marketing materials -- with their solid, measurable return on investment -- are still an important part of any successful marketing strategy. To get the best results (no matter what the medium) take care to choose the right tool and the right message for the right audience.

Here are the most common print marketing pieces:

Brochure
Business Card
Catalog/Booklet
Flyer
Press Kit/Presentation Folder (Pocket Folder)
Postcard
Sell Sheet/Product Sheet
Rack Card
Door Hanger
Poster

4. Copywriting Checklist
All great marketing materials start with a sound editorial concept and well-written copy. Make your printed pieces as effective as possible by following these basic copywriting guidelines:

Consider the audience you are trying to attract; "get inside their heads"
Focus on benefits, not features; show why whatever you are promoting is the right choice for your reader
Write headlines that command attention
Use strong leads that will “hook” the reader
Keep it short; be sensitive to the fact that people are busy
Write in an active voice. Correct: The man called the dog. Incorrect: The dog was called by the man.
Use a conversational tone with simple language anybody can understand
Stay away from industry jargon and too many “buzz” words
Include a call to action, such as “buy now,” “visit our website to order,” “get a free sample”
Make sure your marketing piece is “skim-able,” meaning there should be plenty of white space, brief-yet-informative headlines and subheads, bullet points, etc. People are looking for "nuggets" of information, not the great American novel.

5. Design Basics and Layout
Professional design strikes a delicate balance between text, artwork and white space. Without that balance, you can confuse your reader and turn out a marketing piece that fails to do its job.

Simple guidelines:

The typography you select helps set the tone for your piece, and its size and color create an information hierarchy that lets the reader know what's most and least important.
Imagery, whether it's photos or illustrations, should do more than decorate; it should pull the reader into the piece and convey information that supports your copy.
White space is a good thing; use it generously. Let your printed materials breathe, so as to not suffocate the recipient with information overload.
Never compromise on photo quality. A picture is only worth 1,000 words if it’s a good one. Quality printing helps your photos look great and lets you stay true to that premise.

6. How Color Motivates
Color can have a huge impact on the success of a printed piece. In a recent article, titled The Profit of Color!, the Color Marketing Group compiled these facts from various marketing studies:

Color increases comprehension by 73 percent
Color increases brand recognition by up to 80 percent
Color ads are read up to 42 percent more than similar ads in black and white
Color improves readership in general by as much as 40 percent

Color’s ability to produce dramatic marketing results is due, partly, to the physical and emotional reactions it creates.
For example:

Cool colors – such as blue, green, white, gray and silver – are thought to have comforting and nurturing qualities.
Red, pink, yellow, gold and orange, which are considered warm colors, convey emotions like optimism, excitement and anger.
Neutrals, including white, ivory, brown and beige help “quiet” other colors that might be too intense if used alone.