There is evidence printed marketing materials are more trusted and the information better absorbed than their digital counterparts. Whether you promote a product or introduce your company, your marketing material designs must look their best. If you don’t have a lot of experience working with a commercial printing company, you may not know how to get the best results.
Read on and learn the marketing material printing mistakes you should avoid and get the best result.
1. The Biggest Marketing Material Printing Mistakes – Skimping on Paper
It may be tempting to save a little money by printing on lighter-weight paper, but customers know the difference. For brochures and sales materials, use a high-quality gloss or matte-coated paper. The covers should be at least 80-pound weight, and the text should be at least 60-pound weight.
If you are printing materials with bold colors or images on marketing materials, increase the paper weight. Talk with your printer about the impression you are trying to make and get their advice on the best possible paper stock.
2. Trying to Say Too Much
It’s easy to see an empty page and fill it with as much content as possible. After all, you’re paying for that page, but customers respond to materials that give the content room to breathe. Use space to give your readers’ eyes a place to land and easily digest the words and images.
3. Printing Too Many Copies
Depending on the types of printers you work with, there may be savings by printing a large quantity. If you’re printing a new brochure or catalog, it might be helpful to print a small run first and get feedback from your salespeople or select customers. Consider printing a few different versions to test which one works best before committing to a large printing.
4. Working With a Printer That is Too Small
It’s great to support local businesses, and if you only need to print a small flyer or handout, working with a small printer may be fine. As your print needs change over time, it’s essential to have a print partner with more capabilities like these printing services. The more services your printer can offer, the easier your life will be.
5. Writing for the Wrong Audience
If your printed materials use most pages to talk about your own products or services, you might be writing for the wrong audience. Customers want to know how you can provide benefits to them. Make sure your materials highlight clients’ success stories, showcase the savings you provide, or demonstrate real value to a customer.
6. Overlooking Proofreading
Nothing stands out more than a mistake. The easiest way to turn off a potential customer is not proofreading marketing material. Take time to check and double-check your spelling and grammar. Make sure your punctuation is consistent, and all images are the highest resolution possible.
If you aren’t a proofreader, consider looking for outside help. The printer you select may also provide this service.
Spread the Message
Printed marketing materials are an important part of any marketing toolkit. You can avoid common and costly marketing material printing mistakes with some time and planning.
Take time to choose the right paper, and design your materials with your customers in mind. Never overlook proofing every page, and work with an experienced printer with a wide range of services.
To learn more about business marketing materials, please explore the rest of our site.