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Print is powerful
Even in this electronic age, printed materials – marketing brochures,
annual reports, flyers, product sheets and price lists – are often a critical part
of a well-rounded marketing communications program.
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Collateral – The term for such materials among ad agency execs
is "collateral," but we don't think of it as collateral at all. Perhaps an agency that prefers to
make big bucks selling national TV can shove such projects onto the back burner. But we see our
job as helping you increase your market share – and we know that brochures and their kin are
very much in the mainstream.
However, they won't do their job properly unless we do our job properly. Our art directors,
copywriters and production people treat printed with the creativity, effort and dedication they
deserve.
The planning we put into such publications must explain why so many of our clients have seen
the impact as soon as the pieces go into the mail, or get handed out at the trade show booth or
face-to-face by a salesperson. And our expertise and dedication most likely explains why so many
of them have won top local, regional and national awards.
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Seven questions to help improve your marketing communications:
- Does the U.S.P (unique selling proposition) jump out at the reader?
- Is it overly designed? Decision makers over 40 may have trouble reading small type or type
printed over graphics. Do photographs, line drawings and graphics make a marketing point or
dramatize a product benefit?
- Does the cover clearly spell out the company name, the product and the key selling point?
- Is the copy customized so it has special appeal to the person receiving it? Does it address
his or her needs and wants?
- The letter that accompanies the brochure may be a more powerful selling tool than the brochure.
Does it clearly spell out your product or service and its advantages over the competition?
- Does the information favorably compare the product to the competition? (This may be achieved
through graphs or other artwork.)
- Have you considered a question-and-answer section provided to spell out the answers to tough
questions about the product?
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