How Poorly Designed and Printed Materials Can
Help You Lose Customers
Promotional tools like printed materials play
a vital role in increasing sales for the products that businesses are selling.
If you’re a businessperson who has put up a business several years already and
observes a bleak sale turn-out, then maybe you should blame your advertising
scheme. If you have a poor promotional scheme or, worse, you don’t have any at
all, you should realize that in order for your business to prosper, it needs to
be promoted well. The reason for this is because your business has yet to be
known by people before they can grow interest in it and eventually purchase your
product. Undeniably, advertisement of your products partly accounts for the
number of your customers and for the success of your business.
Among the many promotional tools, printed materials (business cards, brochures,
billboards, tarpaulins, stickers, flyers, posters, photographs) prove to be more
cost-effective. With that said, more and more people rely on this particular
promotional medium and seek professional aid in generating them to improve the
publicity of their products and businesses.
If you wish to jump onto
the bandwagon and venture into printing promotional materials, you have to
remember that the customer’s mind easily changes; especially when the
competition for the product you are selling
is tough. It is critical, therefore, that you earn an edge among your
competitors and that your product stays on the mind of your prospective clients.
To attain this, you’re printed promotional materials should be exceptionally
good to attract and sustain the attention of your intended customers.
The message, therefore, is crystal clear: printed materials, aside from merely
promoting and giving out basic information about your product or business, also
have the decisive task of creating an impressive and long-lasting impression.
The first impression usually makes or breaks the fate of your product. If the
business card, for example, is well designed and printed, more people will be
attracted to your business and more of your products will be sold. However, if
the business card is poorly made, it will give the customers the impression that
your business is cheap and of low quality. As a result, you will lose customers
that will pave your way to bankruptcy.
To avoid that from happening, you have to be mindful of the following critical
elements of the printed materials. These critical elements can be grouped into
two: Pre-printing and post-printing elements.
Pre-printing:
Theme. You need to see to it that the theme
of your business card, for example, properly fits to the kind of your business
and to the image you want to develop. If you’re running a sports equipment
business, it wouldn’t appeal to your customers if you print a business card with
a flowery or rainbow-inspired theme. The sporty or “macho” theme will, of
course, create a more substantial impact.
Fonts. Granting that you are running a serious type business like an accounting
firm, a Comic San MS font style for your brochure will lessen the chances of you
getting a customer. Similarly, using a Times New Roman font style for a business
specializing on mascot or party needs will not create an impact as significant
as the Comic San MS would. In choosing the font to use in the text, you also
need to consider the size. A size 10 font for a poster on an eye-glass
manufacturer is definitely inappropriate.
Color. The color of the material you wish to print should agree with all the
other pre-printing elements. A black colored font will work best over a white
background than over a gray one since it will be much easier to read.
Text. Needless to say, the
texts in the material should be informative and stirring. The most important
thing, though, is that it should call the reader to action. A billboard that has
the text “visit us now and get a free gift!” or “call us now and get a 10
percent discount!” This will excite
the readers and entice them to purchase the product you are selling.
Post-printing:
Paper quality. The quality of the paper always matter, especially in business
cards. If the paper is of low quality and can be folded or bent easily,
customers will most likely throw it away. But if the paper is made of superior
materials, customers will love to keep it and even make them as bookmarks.
Printing quality. If your theme, color, text, font and paper are all
good-looking but the quality of printing is very poor, the printed material will
still not create a major impact.
If you don’t want to jeopardize the excellence of your printed materials, it’s
better that you seek help from professional makers of promotional materials. For
business cards,
www.BusinessCardsThatWork.com offers the best service in terms of
professional quality business cards. For brochures, posters, billboards and
tarpaulins, there are plenty of local printing companies that offer quality
services.
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