War Of The Words

You may not be old enough to remember it, I know I am not, but you have undoubtedly heard of Orson Welles radio broadcast of War of the Worlds. It was a radio play so effective, it literally fooled most of America into a panic, thinking real aliens had invaded the country. Obviously, it was an incredibly effective production, but more than that, it was a product of its medium. Can you honestly imagine it having the same effect in any other format than radio? Many movies have tried to achieve the same result, but most have not come close. This highlights an important aspect of marketing. Sometimes getting your message out to customers is less about the words themselves, but the medium you use to portray them.

Whatever your marketing message is, there is a uniquely suited print ad for it. Some will be obvious at even a cursory glance, but others may not be so obvious. Consider the following examples:

Changes in Your Company - This can cover a broad range of possible changes but, whether you are adding support staff or forging new partnerships, newsletter printing is hands down the best method of relaying to your customers how your latest achievement or growth benefits them. Newsletters provide you with enough space for multiple articles, images and headlines. The key is to make sure your news is relevant to your customers. Readers are going to nod off and quit paying attention as soon as you start talking about how you just put up new wallpaper in your personal office.

Changes in Your Inventory - It could be that you have extensively expanded you inventory thanks to partnering with new vendors, or it could be that you are phasing out old products as they reach the end of their product life cycle. Catalog printing will ensure that your customers are informed of the entire range of your product offerings. Catalogs are extensive and provide you with all the room you need to highlight each of your products, along with images and product specifications. Keep your catalogues up to date, though. An out of date catalogue serves no one, so as you make large inventory changes, update your catalogue to match.

Taking a New Direction with Your Brand - This is always a challenging time. If you are brand image has been slipping in effectiveness or if it just needs a facelift to keep up with the times, booklet printing should be your first choice. With colorful images and sleek, high quality paper stock, booklets are the perfect medium for presenting your new image in a professional and attractive way. Do not forget that booklets are great for showing off how serious you are about staying competitive at trade shows and industry conventions.

Your message is important. Do not let it flounder as a result of a poor choice of medium. Where would good old Orson Welles be without the radio, after all? Probably just a footnote in history instead of a radio and screen icon.

By: Janice Jenkins

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