Getting the Most from Print Communications

By Joe Haddad

 

 

Not all print materials are created equal. While what you say and how you present it are critical, these elements can be misdirected if you do not spend some time planning for the piece and understanding your target audience. Following these fundamentals will help your business or organization get the most from its print communications.

 

Establish clear objectives

Identify written objectives for what you want your print communications to accomplish. The more specific you can be, the better. Do you want to promote a new product or service, educate consumers or build event attendance?

 

Also, determine exactly how you want the reader to respond. This will help you measure results. In some cases, the desired action will be obvious, such as signing up to open a new chequing account. In other cases, your targets may need to go through several steps before arriving at the desired result. For example, this process may include visiting your Web site or calling for an informational brochure. How you want the reader to respond should be a prominent part of your message.

 

Understand your audience

Determining who you want to reach is a critical step before developing your message. What is the most likely audience? What kind of relationship does the business or organization have with this audience now? How much does the audience already know about your company’s products or services and how “in tune” will they be with your message?

 

Research your audience’s needs and “hot buttons.” You may find there are actually a number of potential audience segments. Whoever the target, whether it be pet owners or business owners, it is important to understand what might attract them to try your product or service in the first place.

 

You may consider creating several versions of the same printed piece to appeal to different audience segments. New developments in digital printing make it much easier to use variable data for customizing print communications.  

 

Create a meaningful message

Define a meaningful focus for your message and make sure it is stated in clear terms for your audience. Translate the focus of your message into a clear, easy-to-understand theme and convey it through a catchy headline, tagline and message points throughout the piece.   

 

Avoid trying to do too much in a single piece. You have less than five seconds to catch your reader’s interest. Keep your message short and to the point. Narrow your focus to one or two strong messages.

 

Convey a strong, consistent identity

All of your organization’s print communications – brochures, direct mail pieces and newsletters – should carry a consistent identity. Each time you create a printed piece, this identity or “look” should be recognizable as belonging to your organization. Each piece should reinforce the other to build continued recognition and interest. Use consistent color, typefaces, logo and other design elements for an easily identifiable “look” that distinguishes your organization from the competition.