When talking to business owners about using print for their marketing, more often than not they worry about not knowing how to do it correctly. As with any investment in your business you want to do it right so that it pays off… which is why we decided to put together this list of 5 little things to consider when creating print for your business.
Always identify who you’re talking to. The goal with marketing today is to create conversation, so finding out who your audience is and what makes them talk or react is the best place to start. Don’t go for a spray-and-pray method, get specific.
What do you want this piece to do? Lead them to a website, be the inspiration for purchase, be a part of the experience? This can help you know what kind of piece you need to create, and how best to reach your audience.
“The most common trouble with advertising is that it tries too hard to impress people.” –James Randolph Adams
3. Design – things like colors, fonts, graphics and layout.
If you don’t have that designer eye, or aren’t lucky enough to have an in-house designer, now would be a good time to hire one. This piece is the face of your business, and should bring about your brand and goals in a design that appeals to your audience. And here you thought that colors and graphics were simple, right? Nope! This is what gets you to stand out. Invest in it. Many printers may even have design services from their pre-press department available.
4. Material (we usually call this a substrate)
Yes, this matters. Do you want it on paper, banner vinyl, acrylic? What weight? What color? While this could fit into the design category, we think it’s so important to have the right substrate for your job, that we wanted to keep it separate. If you don’t know what you want, ask your printer for samples and suggestions.
The success of your print piece is a huge concern for us, too.
5. Call to Action
Most business equate calls to action as those cheesy sales-jargon filled one liners at the base of a piece – but it doesn’t have to be that way. This is the incentive for action, the lead-in to the next chapter of the story. The more it compells someone to act, the better the piece. Inspire people with your call to action – even if the end result is to get a sale.
It’s really pretty simple. Yeah, you’ll probably need some expert help along the way, but now that you know what’s ahead, you’re better prepared to make it happen.