Mind Over Content: The New Multi-Channel Marketing Dialogue

I write in defense of the American consumer. So many direct marketers go about the task of lead generation at a fairly lowbrow level. Past marketing schools of thought have touted the merits of the quintessential “giveaway” to stoke response rates. They have held tightly to the tired image of a consumer sitting by the phone salivating over a free widget, a bonus gadget, or a complimentary thig-a-ma-jig.

RING. RING. RING. The 1990’s called and wants their D-to-C Marketing Plan back! It would behoove all Direct Marketers in 2015 to toss away their old metrics, burn their past assumptions, step out from behind their offer templates, and have a chat with their base… they are far more sophisticated and discerning than you give them credit for.

New consumers are multi-channel, real-time creatures. They are savvy and contemporary. They download, link, chat, post, tweet, connect and share new sources of content faster than we can predictive dial. They really don’t long for gimmicks. What the explosion of review sites, referral networks, and peer-to-peer rankings has taught us is that they crave information; they covet communication; and they very much value the experience of others.

For the first time, the consumer doesn’t really have to “take a chance” on a product or service because they can seek out references and testimonials first-hand. They don’t have to believe your expert because they can put the question out to the airways and get a landslide of unsolicited opinions about the merits or shortcomings of your brand.

So it’s important to have an intelligent conversation about who you are, what you do, and why a prospect should give you their consideration. You must put dynamic and insightful information in their hands… because Information gives them knowledge and knowledge is power. Information also gives them control over their decision making process and that helps them take an action.

The more the consumer knows, the more qualified they are. And, the more qualified they are, the greater their degree of engagement. Why does engagement matter? Ask your sales people, your landing pages, your shopping carts, your order forms… or whatever means you use to convert leads to revenue. Engaged customers are far more likely to not only listen to a product pitch or download more information, but they are your best shot at creating a loyal customer and an invaluable addition to your database.

So whether your product or service can help them grow hair or secure their retirement… lose 10 pounds in 10 days or take away the signs of aging forever, the relevance, authority, and verifiability of what you tell them is the most important thing you can do for your brand this year.

Trust me, today’s consumers are not sitting up at night dreaming about BOGO’s, but they may very well be worried about their life, their health, their future, and the world. Marketing in 2015 has to hit the right note, strike the correct chord, and ring completely true to the end user. And don’t forget the passion… it’s the difference between a good marketing campaign and a truly legendary one.

Things to Bear in Mind When It Comes to Booklet Printing

Booklet printing is a fantastic way to make an impact on customers. This print solution is use by thousands of companies around the world as part of their marketing campaigns. As with any printed materials, there are certain factors you must bear in mind to make sure that you do the best results and the highest quality materials that can give you a positive and professional image moving forward.

One of the most important things to bear in mind is to decide what you want to use the booklet for. Do you want to produce an information book on the products and services you give to hand to your clients, do you want to create a user manual or do you want to advertise all your new products that you have recently added to your portfolio?

Knowing what you want to use the booklet printing for can help you find how many pages you want to create. Remember you can choose from different sizes, including A4 and A5 and then the pages run from eight all the way to forty-eight, giving you more than enough space to give your customers with the information you want to share.

Pay very close attention to the cover. The cover of your booklet should find what the book is about and what message you are trying to portray. In addition to this, you want your cover of the highest quality. Ensure you only use the highest quality graphics to make a great impact when you hand your new booklet to customers to take home with them.

Any images you use throughout the booklet is the highest resolution. The last thing you want is for your booklet printing to arrive with blurred pictures.

The images you choose shouldn’t only be of the highest quality, they should also relevant to what your promotion is all about. If you are promoting products, make sure you choose some good quality images of the products on sale or offer, ensuring your customers get the information you are trying to portray.

Font is also essential when it comes to booklet printing. One of the biggest mistakes you can make is to use too many fonts in your design. Stick to a most of two fonts, one for headings and one for wording.

It’s also very important that when choosing your fonts, you choose styles which are easy to read. The size will also play a role, too small and your customers aren’t going to read the information, too big and you will waste space, possible the space of another product you could have added to the page.

Break down the pages with care. If you are advertising a variety of products, try to keep them in categories, making it easier for your customers to find. Whether you’re producing an information booklet or a marketing booklet, make sure you keep your chapters or categories together, making it easier to read and give a good flow.

The finish of the booklet printing is as important as the information you include on the pages. What you choose as your seal, the cover you choose and the finished product are all imperative to the professional image you portray.

In most instances the booklet will have a laminate high quality paper to add durability and make sure it lasts. Staples are often used on the centre-fold to hold the book together. Together these finishes can produce outstanding results you can proud of.

Benefits of Booklet Brochure Printing

Booklet brochure printing provides a number of benefits to help you boost your business and make a statement to your clients. When looking at all the promotional printing opportunities available through print shops, this type of printing can provide you with numerous advantages to take full advantage of.

One of the biggest benefits that booklet brochure printing offers is the number of pages you can take advantage of. Unlike a basic brochure, you can choose between eight and forty eight pages in various sizes to meet your goals and objectives. It makes this print solution ideal if you want to provide your customers with a brochure brimming with new or on sale products, enabling them to go through the booklet to find what they are looking for and take advantage of the offers you are promoting.

Another advantage to this print solution is that it enables you to create something completely unique to hand to your customers. You can choose one or two pages to promote your company and the products and services you offer and then go on to list the products, complete with high quality graphics, enabling you to make a statement and ensure your customers are aware of your brand, products and more.

If you’re looking to portray a professional image then this print solution is the one for you. Unlike basic printing, the booklet brochure printing options ensure the highest quality and give you a good quality item you can proudly hand to your clients. Image is everything, image is at the top of the list with service and quality. So if you’re looking for a way to make a positive impact on your clients and get them to see you as a professional company, then you need to think outside of the box in terms of your marketing materials.

In addition to all the benefits that booklet brochure printing provides, you will be pleasantly surprised by the price. These are affordable marketing solutions which can give you a great return on your investment. The printing isn’t expensive, most print shops will provide you with digital and offset print solutions, helping you keep the cost to the minimum and helping you stay within your marketing budget each and every month.

You will also find that booklet brochure printing gives you the ability to make a great first impression on prospective clients. When you meet a client for the first time or whether you’re just doing general knock and drop marketing, handing one of these printed materials can ooze professionalism and make a fantastic first impression that is remembered. You want your clients to remember you when they next need a product or service you provide, creating that good first impression can go a long way in the future.

You can make quite a statement when you hand your clients a product that they can hold onto and that provides them with valuable and relevant information about your company and the products you supply. Chances are when clients are given such a high quality product, they will not throw it away. These are the types of items that end up in the draw until needed or on the desk until an order needs to be placed.

The final benefit of booklet brochure printing is that it provides you with a high quality and tangible item you can hand to your clients. These are items you can carry with you and hand out at events, conferences or just in the street and that can boost your visibility and increase your market share.