Print is not dead.
If anything, print can be a much more effective means for connecting with customers and for marketing your business than ever before.
Yes, electronic advertising can cost less. Yes, electronic communication is quicker. Yes, you have a much larger reach potential with electronic media. Yes, it’s easier to track the ROI (return on investment) of electronic marketing efforts.
But don’t be too quick to discount the value of print just because of all those yeses.
Think about how many email communications (letters) you get on any given day. And how many newsletters or promotions you receive via email on a daily basis. How many of those do you actually read before you hit the quick “delete” or “junk” buttons?
Now think about the last time you got a personalized — hand written — letter from a company or business owner in your mail box. (Not your email in-box, but that actual little box at the front of your home the USPS delivers mail to…)
I’m betting you opened it. I’m also betting that you even opened a flyer, or read a postcard, or at least glanced at some postal mail that was personally addressed to you and delivered via snail mail.
Why? Because it stands out. Because even our postal mailboxes are cluttered with junk mail, so when we receive an actual letter or personalized promotion it catches our attention. I don’t know about you, but I even open the ones that I’m 99.9% sure are junk mail — just in case it might not be. Just in case there might be some special communication or promotion meant just for me.
So if you want to catch your customer’s attention and ensure your communication doesn’t get lost in a sea of electronic communications, not only is print not dead, but it can help you stand out from your competitors.
Here’s a fun little video you might also enjoy:
Paper Is Not Dead
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