How to Avoid Information Overload in Your Print Marketing
When setting out to design a print marketing piece or brochure, it is common for businesses to try and pack as much information as possible on the space provided. Although well-intentioned, this costly mistake can be causing you to lose business.
How can providing more information cause us to lose business?
Each marketing piece, whether being utilized as a lead-generator or a leave-behind, should be a persuasive piece that initiates and sets the stage for the rest of the sales process. In many cases, this is the first contact with a potential customer, and their first impression of your business. Customers look to businesses to solve a problem for them or add value in some way, so they will be looking for this information to be presented.
If a prospective customer believes they have all of the information they need to make a decision from the initial brochure or marketing piece, they will not contact you to ask questions or get more information, leaving you with missed opportunities to provide additional information or take the customer further down the sales funnel.
What are the elements of an effective print marketing piece?
Keep it simple
Text, photos and designs should be simple and engaging. Avoid including additional information that isn’t necessary or relevant. Images and designs should be simple and easy to interpret.
Go beyond text with visuals when appropriate
The human brain can process an image in 13 milliseconds, with some sources suggesting visuals are processed 60,000x faster than text. Visuals such as charts, diagrams or infographics are a great way to present technical information which could otherwise be overwhelming or boring to read.
Begin with the customer in mind, not your product or service
To a potential customer, the most important thing about your product or service, is how it relates to them. Because of this, it is important that your brochure or marketing piece answers common questions and objections. Making the piece about the customer will help build rapport and shorten the sales cycle later on. One way to make it about the customer is to highlight benefits rather than features. What does the customer get out of it? What problem do you solve for them? Cite real-world examples, case studies or customer testimonials when available.
Go beyond the sales pitch and establish creditability with potential customers. This can be done by citing customer feedback, testimonials or case studies in your piece. You may also cite an established date if you’ve been in business for many years.
Avoid printing prices in your piece (unless highlighting a value or savings)
Providing pricing in a brochure or sales piece should be avoided if possible. Some of the reasons why include;
- Prices often change and your piece will only be good as long as your pricing is maintained. This can create more work and cost for your business.
- The value you provide customers should be established far beyond the price of your product or service.
- Providing pricing in your brochure or marketing piece closes the door on sales generation. Without pricing on the brochure, potential customers need to contact you presenting an opportunity to provide more information or take them further through the sales process.
End with a call to action
Whether you want customers to call you, visit a website or connect on social media, be sure to direct customers to the next step by including a clear call to action.
A print marketing piece can be a powerful lead generation or sales tool for your business if you look at it from the perspective of your customer. What are they looking for? How can we solve a problem for them? Answering these questions and more will give you a solid foundation for a successful print marketing piece.
If you’re still not sure where to start, or you need help with the process please contact us, our professional design staff can work with you to create a piece that fits your unique needs.