There’s one mistake that start-ups make time and time again, especially in the tech and digital industries. It’s one that’s repeated by scale-ups, and by businesses wondering why their marketing isn’t generating the returns they’d expect.
That mistake is focusing on digital. A message-led website backed by a content marketing campaign and drip-fed emails will deliver results. But what about when your prospects step away from the screen? If you want to stick in their heads, you need to be on their desks, pinned to noticeboards and staking a claim on their coffee table.
Printed marketing, in the form of brochures, guides, handbooks and flyers are the missing piece of your marketing funnel. Overlooking them could be the costly mistake that hamstrings your campaign.
The holy grail for digital marketers is interactivity. They need leads to interact and engage with the material. On the screen, that’s in the form of lead magnets to download, apps to explore or quizzes to take. But when you bring print into the equation, you build interactivity into your campaign.
Handing over a brochure at the end of a conversation, the prospective customer flicks the pages, scribbles notes in the margins, and hands it on to another decision maker. Because print materials are physical. They demand interaction.
And because a brochure or guide takes up space on a desk, meeting room table or noticeboard, they’ll catch the eye. Re-engage your leads time and time again. Bring them back to what really matters. Your message.
It’s the equivalent of a new email in their inbox every time they glance across.
If you want your brochures, guides or handbooks to have that impact, if you want to harness the power of print for your business, it all depends on getting your message right. It’s no use a lead thumbing through 12 pages of platitudes. Your brochures need purpose, power and a compelling message. The type of written content that we specialise in.
The Hampson Nattan Williams print copywriting team works alongside our print partners to create:
A tangible explanation of what your company does, why you do it and who you do it for, a brochure can create an instant connection with the person you hand it to. A full colour brochure has enough space to drill down into your message, ensuring your leads have instant access to the information that guides their purchasing decisions.
Printed materials don’t just form part of your external marketing strategy. A well-written handbook should be part of your internal communications package, providing new starters, potential investors and corporate partners with a simple introduction to what makes your business different. A window on the culture of your company, staff handbooks can also act as powerful recruitment tools.
The most effective marketing materials are the ones that add genuine value to your lead or customer’s experience. A simple, easy-to-follow printed product or service guide can solve a problem faced by your audience, building trust and positioning you as an authority.
Nothing makes a stronger impression than a face-to-face meeting. Whether it’s at a networking event, a conference, or an expo, having a short, powerful flyer or handout to pass to a contact will cement that impression and keep your business in your prospect’s mind.
We’ve said it time and time again. For your printed materials to deliver returns, the message needs to be right. Whether it’s a 12 page brochure or an A5 flyer, if the message doesn’t work, you won’t see a return.
That’s why ensure your message is always right. Each project is written by a marketing expert, before being checked, amended and triple checked by two more to ensure it’s as memorable, powerful and effective as possible. We call it triple strength writing.
Learn more about our triple strength copywriting process.
When we ask why a company isn’t using printed marketing materials, the answer often boils down to time. A successful print project requires briefing and managing a copywriter, a graphic designer and a printing company. That’s why Hampson Nattan Williams will manage your print projects on your behalf. You brief us, we handle the rest. A designer will create the graphics to showcase your message, our print partners will create high-quality materials, and we’ll make sure the words are powerful, memorable and effective.
Because it’s the words that win business.
