5 Reasons many Companies get Print Collateral wrong
You’re not targeting your audience
No matter how brash, colourful, or clever your printed collateral is, if you’re not targeting the right people, you won’t get a response. Focus on potential prospects suited to your business – whether that’s a nurtured mailing list or targeted data purchase demographic.
You created the wrong message for your audience
What’s the point of targeting the right audience if you are going to deliver the wrong message? Once you know exactly who your prospects are – offer to solve their problem. Make sure you clearly express your value in your printed marketing. When brainstorming the creatives, always keep your target audience in mind and curate a message that speaks volumes.
Your collateral persuades no-one
One of the biggest mistakes companies make is to focus on the features, rather than the benefits. This is because informing is not the same thing as persuading. By sharing the benefits rather than just informing the features, helps address the reader’s problem.
You didn’t include a call-to-action
And speaking of being persuasive, nothing is more persuasive than telling the reader exactly what to do. Don’t spend your time targeting the right audience and curating the perfect message that clearly outlines benefits if you’re not going to ask for the sale. Tell the reader exactly what you want them to do: visit your website, call you, scan your QR code or like you on Facebook.
Branding is off brand
It’s very important to ensure all your printed marketing and content is written to ensure your brand’s ‘voice’. By doing this, your customers are more likely to place their trust in your business and the services you offer.