On an almost daily basis, we are presented with sales and marketing materials that are meant to get our attention and prompt us to make a response. How can you stand out in the crowd? There are several easy-to-implement, yet often-overlooked considerations that can greatly improve the effectiveness of your company’s efforts.
Stand out physically. A traditional 8.5 x 11-inch sheet will easily blend into a pile. Consider using different shapes and sizes to make your materials “harder to lose” and easier to notice.
Make ‘Em POP! Various print and finish elements can increase the “volume” of your message over that of your competitors. We offer a host of options that we are happy to discuss with you.
Be compelling. A common marketing mistake is to focus on the features rather than the benefits. If your materials don’t quickly answer the “what’s in it for me” question, there is little chance that the rest of your content will garner attention. Real-life content, such as testimonials and case studies, can help draw a lot of attention.
Invest in quality. If you’re utilizing direct mail to deliver your message, consider a study by G.A Wright Marketing that found that the use of high-quality paper and color applications alone can increase your response rates by nearly 50%. Specifically, the study showed that a four-color promotional mailer printed on a heavy gloss paper stock had more than a 40% higher response rate than an identical three-color version printed on a lighter matte paper stock.
Even the smallest improvements in effectiveness can significantly impact your company’s success. If your materials aren’t delivering their full potential, it might be time to revise them using the ideas above.
Need help? We’re happy to assist in any way we can.