Put it in writing - The importance of marketing materials

I found this excellent article in July/August 2010 The Costco Connection magazine that accents the importance of print. Hope you enjoy it.

Put it in writing - The importance of marketing materials
By Tracy Schneider

GIVEN THE MANY and varied forms of electronic communication, you may consider printed marketing materials to be a thing of the past. But nothing could be further from the truth. Though you may spend a good portion of your marketing time online with Facebook, LinkedIn, Twitter or even all three, in the world at large a small business still makes its mark with the printed word. Imagine attending a business meeting, conference, even a Tweetup (a meeting of people who use Twitter), without a business card to hand out.

“You need marketing collateral that you can leave behind,” explains Amanda Cooper, a Costco member and principal of her own public-relations and marketing firm in Victoria, British Columbia. “You need materials that convey your message, materials that represent your business accurately and professionally.”

Fortunately, online printing companies are making it easier and cheaper than ever to have professional marketing materials at your fingertips. Heavyweight papers, full saturated colors and small runs can all be yours for just a fraction of their cost a decade ago.

Here’s how to best take advantage of the printing options available now.

-Choose marketing materials you will use. With business cards, letterhead and envelopes at the ready, you can respond to most any inquiry quickly and professionally. A simple brochure or a one-page sell sheet gives you the opportunity to expound on your key messages, share contact information and
do it all in an easy-to-read, graphically interesting way. Marketing specialists will tell you to purchase only the materials you know you will use, and today’s short runs allow small businesses to purchase the small quantities they often need. You may go through 1,000 business cards in a year, but only 250 pieces of letterhead and envelopes. No need to waste dollars and paper on material that will go unused or become outdated.

-Choose a layout that attracts attention. In print as in person, first impressions count. An attractive, eye-catching, professional look for your business will help build your brand as you build your reputation. Don’t stint on design. Graphic designers know the hows and whys of choosing one illustration, photograph or typeface over another and how to pull them all together to create a compelling marketing piece.

Fortunately, finding design services to fit your budget is easier than ever. In addition to local, professional graphic designers and aspiring design students, crowdsourcing sites such as crowdSPRING (www.crowdspring.com) and 99designs (99designs.com) offer a whole new way to purchase design services.
“Crowd-sourcing creative jobs has become very popular,” notes Cooper. “It’s easy as well. You post your design project, set your price and then watch as designs are submitted from around the world.”

-Choose language that compels the reader. Choosing the right words to promote your business is as important as creating the right graphics. If you’re writing a one-page sell sheet, for example, you’ll want to think about the key points that best highlight, differentiate and promote your business. What sets you apart from your peers? What makes you better than the competition? Why do customers like to work with you? If finding those words turns out to be harder than it sounds, you’re not alone. Try recording yourself explaining your services to an imaginary prospect, then use your spoken words to help write your copy.

Though it may seem counterintuitive in today’s increasingly paperless office, printed materials are still essential marketing tools. They have a staying power not necessarily found in electronic communication, where information can be easily overlooked or deleted. With business cards, brochures, sell sheets and postcards, you can convey your company’s message long after your first introduction. That’s because, in print, first impressions last.

Seattle-based consultant Tracy Schneider writes about small-business issues.