Recently a customer of mine expressed concern regarding the compliments they received on their brochures. “We don’t want our customers to think we spent a lot of money on our marketing materials.” I understand their concern to some extent. You do not need good marketing materials to do great business. In fact, your materials should compliment what you do and be derived from your work. I totally understand not wanting to manipulate your customers through lofty advertising, insincere copy and overpriced print.
However, there are a lot of benefits to investing in good marketing materials to compliment your work and help to inform your audience. This particular customer invested in creating materials that were the real deal. Every piece of content was crafted to draw their ideal customer to their business through sincerity. If you’re trying to attract a specific audience to your business it’s justifiable to invest in marketing materials that will position you in that light.
So what exactly can your printed marketing materials say to your ideal audience? Assuming you have excellent content and a beautifully designed piece that reflects your brand let’s begin thinking through your printing options:
My personal favorite option is one that considers the environment while maintaining quality. When you print on 100% recycled paper with vegetable-based inks you will pay a little more. Consider it your contribution to the future. If you’re working with customers who care about the environment this will make a positive impression. They want to know that this is important to you. Visit with my favorite green printing option at greenerprinter.com.
When your brand mission and values emulate quality you might invest in a beautiful paper with a 600+ line screen. Just like the materials that make up your product your marketing materials should reflect your brand image. If quality is important then it should come across in print. Often this means working with a local printer or visiting the printer of choice to see it run on press. Visit with my favorite high-quality printing option at brilliant-graphics.com.
If you don’t have a large budget and you still would like quality materials there are many options available for you online. Don’t assume that the cheapest option is the best. Make sure you read the reviews. Paper quality and finish does come across when you’re handing out business cards, brochures, etc. Consider this before going with the cheapest option. Investing an extra $20 upfront could make an impact on who you’re attracting to your business. Visit with my favorite affordable printing option at psprint.com.
These are just a few of the options to consider when it comes to your printed marketing materials. If you have questions, you’d like to learn more, or you are considering working with me on an upcoming project contact me directly here.