Making the Most of Your Print Communications

Like many companies, your organization has undoubtedly made the switch to a paperless office. Today, most communication takes place via email or over the internet. When you need to get the word out, you can’t beat digital communication for sending basic documents and announcements. But sometimes, you need the personal touch of paper and printed communication for extra credibility and grabbing attention.

However, printing and mailing costs mean you have to find a way to make that investment count. Here’s a guide to making the most of your print communications and ensuring that your messaging is both appreciated and memorable.

Make Your Print Communications Stand Out

Electronic communications are fast, convenient, and cheap. But it’s also a fact that using digital communication to share your message diminishes its effectiveness. You’re one voice among millions, hoping to catch the attention of your target audience in a few bare seconds before they click delete, swipe left, or otherwise ignore you. However, a well-crafted printed flier, brochure, or periodical provides greater engagement with a specific individual. It’s also a bit more real, so ensure your layout, colors, and copy provide a tactile, enjoyable, memorable experience.

Keep Them Interactive

The next step to making the most of your print communications is to keep them engaging. Digital communication has the advantage of providing links to click, animated graphics, and similar bells and whistles that turn a message into an event. With your printed piece, keep your call-to-action in mind and provide a way for your potential clients to take the next steps of reaching out to you. For example, QR codes are musts, as they bring the customers to you without requiring a phone call or an email. Provide great visuals, too, especially infographics and designs that encourage customers to clip and share your message in a public space.

Make the Print Feel Like a Gift

A flier or announcement is fine, but an attractively designed, informative magazine or other print publication is a gift. A printed periodical—even if it’s just a one-off—will make your company look respectable, organized, and established. It can contain detailed explanations about what you do, provide profiles of your staff, and offer entertaining and informative articles. Think of it as a thick business card that makes a big impression. Send it out in a clear poly mailer or other branded wrapper to lend further impressiveness.

Personalize Them

Setting up a program that adds a client’s name to an email list is easy. The trouble is, that sort of “personalization” is clearly depersonalized. On the other hand, a nicely designed, well-crafted letter with an attached offer addressed to a customer and clearly signed by a human being makes a better impression, especially if you’re a smaller, more localized business. Following up a meeting, presentation, or other face-to-face event with a personal note is especially effective. Print works!