Sales or Marketing? The Difference Influences Your Print Marketing Choices

What is the difference between sales and marketing? Marketing encompasses the strategies used to attract, engage, and nurture potential customers before they are ready to buy. Sales is converting leads into customers through personalized interactions and closing deals.

In other words, marketing happens before the buyer contacts you. Sales is what happens after.

How much of the sales process occurs before a customer ever reaches out to a salesperson? Estimates range from 45% to 80%. This is important to keep in mind when developing content. At the marketing stage, potential customers research, compare options and form opinions about your products or services. Sometimes, they are just becoming aware of them. Especially for high-value items, your job isn’t to convince them to buy at this stage. It brings awareness and creates enough interest to move them to the next step.

Print Tools for Marketing

During the marketing phase, you will use print marketing tools to build interest in your brand and draw the audience to the top of the sales funnel. Products commonly used to do this include:

  • Postcards
  • Brochures
  • Flyers
  • Print advertising

Once a potential customer is aware of your product, has been educated on it, and their research is complete, it is time to shift the focus to the sales phase. This is where sales professionals use their expertise to address specific customer needs, overcome objections, and guide buyers toward purchasing. At this stage, the buyer’s and the brand’s relationship becomes more direct and personal.

Print Tools for Sales

Because the buyer has become a qualified lead, you will want to use printed materials of higher quality and value. These might include:

  • High-gloss product brochures
  • Printed case studies
  • Product samples encased in printed kits
  • Beautifully embossed presentation folders for proposals and quotes

Understanding the difference between sales and marketing can be extremely helpful when developing your marketing strategy. Using different content and print marketing tools at each stage will help you meet customers where they are and provide what they need at the right time.

Need help? Just ask!

Copy That Converts: 5 Secrets to Supercharge Your Marketing

Like a great salesperson, marketing copy must move your audience to action. This is the case regardless of channel—direct mail, email, in-store or exterior signage, or social media. Not a writer? That’s okay! These simple tricks can get you started. Let’s take a look at five copywriting principles that will get your audience’s attention and motivate them to act:

Get creative. Keep your copy straightforward, but try to break out of the “same old, same old.” This is an excellent use of ChatGPT. Put your headline into the AI generator and ask for creative options. For example, instead of this: “Tired of Mowing Your Lawn? Let Us Help!” ChatGPT might suggest something like this: “Ditch the Mower—Enjoy a Lush Lawn without the Work!”

Put on your sales hat. Marketing copy needs to do more than entertain. It must motivate people to take the next step. Understand your audience’s pain points and position your product as the answer (such as hiring you so they can spend more time with family during the mowing season). Include a clear call to action.

Make it about them. Focus on solving problems rather than simply providing a list of product features. Talk about yourcustomer’s issues, challenges, and bottlenecks. Let recipients identify with the message, then discuss how your products and services are the solution.

Build trust. Part of building a brand and gaining repeat customers is establishing trust. Represent your products in a way that is accurate, helpful, and maintains your customers’ confidence. Include badges, icons, and customer testimonials where possible.

Copyedit and proofread. Always use a second set of eyes to ensure your copy meets professional standards. When possible, engage a professional. Regarding marketing, there are rules for punctuation, capitalization, and usage that only professionals know.

Once you have compelling copy, you can add it to the rest of your marketing toolbox, including great design, engaging graphics, and a compelling offer. Put it all together, and you have a marketing story that packs a powerful punch.

5 Typography Mistakes That Make You Look Like a Beginner

When sitting down to design a printed piece, details matter. Some things make your piece look like you’re just starting. That’s why it’s crucial to double-check the little things to ensure that your piece looks its best.

Here are five typography mistakes that scream “beginner”! Fortunately, most of these can be avoided by adjusting your settings appropriately.

1. Not using smart quotes. Whether you are quoting a customer or an online review, you should use smart quotes (“this”) instead of straight quote marks (“not this”).

2. Not using primes. Many of us use straight quotes to refer to feet and inches when typing. But the correct convention is to use primes, which tilt at a slight angle. Instead of typing 5′ 6″, type 5′ 6″ instead.

3. Not properly setting fractions. Like straight quotes instead of primes, many of us type fractions using the slash mark (1/2 or 1/4). Instead, most typefaces have dedicated glyphs for the most common fractions—for example, ½ and ¼.

4. Not using the multiplication “x.” Oh, that pesky math! Like fractions, there is a convention for the multiplication “x.” Instead of referring to 8 ½ x 11″ sheets, it should be 8 ½ × 11″.

5. Not using proper spacing. Sometimes, in trying to communicate as much information as possible, it might be tempting to reduce the line spacing. However, this can make the text seem crowded and hard to read. Help readers better digest information by giving your text enough breathing room.

So, handle your typography like a pro. Use this simple checklist to ensure that your marketing materials look their very best, whether in print or online.

Wide-Format Displays: Marketing Your Audience Cannot Ignore

Want to attract more customers based on geography? Want to reach a broad audience without spending money on television or radio advertising? Consider outdoor signage.

According to the Outdoor Advertising Association of America (OAAA), “out of home” advertising, including sidewalk displays, is a growing industry of $8.7 billion. Outdoor signage grew 2.1% in 2023 and is now on an upward trajectory, beating pre-pandemic highs.

Why such firm growth? Here are five reasons:

1. Highly affordable.
You can reach a mass audience with outdoor advertising like retail signage, sidewalk displays, and posters for relatively little cost. What other form of advertising can you reach thousands of people for the price of a single wide-format print?

2. Location-specific.
While outdoor advertising can be geographically broad (like highway billboards), it can also be extremely specific, such as outside your business or store. Anyone who can see the display becomes a potential customer.

3. Reinforces existing messaging.
Because outdoor advertising is so cost-effective, it is a powerful reinforcement to any other marketing and advertising you may be doing. Passersby may have received a direct mail piece or heard an advertisement on the radio, and the outdoor signage reinforces the message. Outdoor signage also identifies your location, and visual cues like the environment around the sign deepen the message’s imprint.

4. Can’t be turned off.
People can click out of email, turn off the television, and change the radio station. They can choose not to open your mail. But when driving to work or walking downtown, they cannot decide not to see the environment around them. Outdoor signage is a constant reminder of your store, your brand, and your message that people cannot ignore.

5. It’s easy.
Some forms of marketing and advertising are complicated. Putting together a television ad, a radio spot, or a promotional video can be expensive and require much time and coordination. Outdoor signage is designed like any other print material. Pair it with the right display, and you’ll be off to the races. Want to explore the possibilities of sidewalk stands, building wraps, banners, or other outdoor signage? Let us help!

Why Investing in Existing Customers Pays Off

Let’s face it: Most marketing budgets are tight. Where should you prioritize your direct mail or email marketing dollars when funds are limited? On engaging your existing customers! While attracting new clients is essential for growth and to counteract attrition, your current customers offer the highest return on investment. Here are five key reasons why this is so.

1. Higher Spending Potential
When a retailer attracts a new customer, it may be for a specific item, like a bathing suit. However, when retained, customers will likely purchase additional items such as shirts, shorts, and accessories. According to RJMetrics, existing customers typically spend 67% more than new ones.

2. Greater Profitability
It’s well known that acquiring new customers can be five times more expensive than keeping existing ones. Suppose it takes three marketing interactions to gain a new customer, costing $5 each. If that new customer makes a $50 purchase, it results in a net gain of $35. In contrast, marketing to an existing customer may require just one interaction to achieve the same $50 sale, which could lead to a net gain of $45.

3. Easier Sales Process
Your current customers already know and trust your brand, which keeps them engaged. This familiarity increases the likelihood of a successful sale. You have a 65% chance of closing a deal with an existing customer compared to just 13% with a potential new client. Concentrating on your existing customers is an intelligent strategy if you need to meet a sales target quickly.

4. Referral Potential
When you provide excellent service to your current customers, they will likely refer 50% more new clients to your business than new customers. This means your satisfied customers can effectively market your business for you.

5. Foundation of Your Profits
You may be familiar with the 80-20 rule, which also applies to customers. 80% of your profits typically come from just 20% of your customer base. Retaining these key customers is vital. Research from Bain shows that a 5% increase in customer retention can lead to a 75% boost in profitability.

Every business can benefit from a profit increase. If it has been a while since you tailored a direct mail or email campaign specifically for your most valuable asset (your existing customers), now is an ideal time to take action.

Incorporating Direct Mail into the Buyer’s Journey

How do you shift potential buyers who have never heard of your product to customers eager to make a purchase? After all, nobody wakes up one day and decides, “I think I’ll go out and buy a brand-new product I’ve never heard of.” The journey involves a series of steps, from awareness to final sale. Providing relevant content at the right time can guide shoppers along.

Let’s say you are introducing a new product, the VR Master Virtual Reality Headset. Let’s explore how direct mail, in particular, can be integrated into your content strategy at each stage.

Stage 1: Awareness
Before potential buyers can even consider purchasing your new VR headset, they need to know its existence. Direct mail can be crucial in introducing the headset to the target audience at this stage. You could design eye-catching mailers showcasing the product’s features and benefits and a call to action directing recipients to learn more online.

Stage 2: Consideration
Once consumers are aware of the VR Master headset, the focus shifts to getting them to consider it a viable option. You can use direct mail to send personalized postcards or brochures highlighting customer testimonials and use cases. Include a QR code that leads to a product demo or video to engage recipients further and encourage consideration.

Stage 3: Evaluation
When potential buyers compare virtual reality headsets during the evaluation stage, direct mail can provide valuable information to sway their decisions. Send detailed product comparisons or customer reviews via mail in a visually appealing format. Include a limited-time offer or discount exclusive to direct mail recipients to incentivize a purchase.

Stage 4: Purchase Decision
As consumers reach the final stage of purchasing, direct mail can be a powerful tool to drive conversions. Sending out personalized purchase incentives, such as discount codes or free accessories with purchase, can create a sense of urgency and prompt immediate action. By integrating direct mail into the content marketing strategy at each stage of the buying journey, marketers can effectively engage with potential customers and move them closer to purchasing. Remember, delivering the right content through the proper channels at the right time is critical to maximizing the impact of your marketing efforts.

The 5 Rights of Marketing

Whenever you build a direct mail, email, or multichannel campaign, it’s crucial to consider what one marketing consultant calls “The 5 Rights” of marketing. This list is a great way to condense a lot of marketing wisdom, so let’s look at those five rights. Use all five with every campaign, every time, and you’ll get outstanding results.

1. The right message.
Before you send anything, understand your customer base and what is relevant to them. For example, if you’re a car dealership, don’t send promotions on new or used cars to people who have purchased a vehicle within the last 12 months, even if you’re offering a great deal. Send them a discount on their next service visit instead.

2. The right person.
A diet and fitness company was targeting women in a specific demographic. The mailer had a great product and offer and a strong call to action. Unfortunately, the company mailed to the heads of households, which were primarily male in its target area. The campaign bombed. Get your target audience right!

3. The right time.
The date your mailing hits is often as important as what it contains. Think about donations. Charities usually solicit in the spring, but unless people are regular contributors to an organization, they typically make the bulk of their donations in December—right before tax season ends. Timing can make a huge difference in your success.

4. The right channel.
Some people block phone calls but read emails. Others block email but accept phone calls. Direct mail always gets through. Know your customers and what channels they prefer. Use those channels, and you’ll maximize your opportunity for success.

5. The right reason. 
It’s not just what people buy, but why. What are the emotional triggers that motivate your audience? New parents want to ensure that their children are happy and safe. New homeowners want to protect their investments. To be successful, understand the “why” as much as the “what.”

Put the five rights together, and you will have a paradigm for success!

Note: “The 5 Rights” is a term used by Steven Schnoll, a marketing consultant to the printing industry.

Ready to Drip to Success?

In a world where competition is fierce and consumer attention is fleeting, drip marketing has emerged as a powerful tool for businesses to connect with their audiences meaningfully and sustainably.

At its core, drip marketing involves sending strategically designed messages to prospects and customers over time. This method enables you to nurture leads, cultivate relationships, and drive conversions through a gradual and consistent outreach strategy. By blending the tangible appeal of print materials with the reach and immediacy of digital channels, you can create a holistic and engaging experience for your target audience.

How Is Drip Marketing Different?

Drip marketing differs from conventional marketing, emphasizing long-term relationship building, education, and lead nurturing. Unlike short-term tactics, drip marketing focuses on cultivating trust, providing value through education, and guiding prospects along the buyer’s journey. This approach is well-suited for complex sales and higher-value products, where building credibility and rapport is essential for success.

One market where we see drip marketing used with great effectiveness is real estate, with agents often leveraging tools such as seasonal postcards to engage with clients and prospects over time. For example,

  • In the spring, realtors may offer landscaping tips for better curb appeal.
  • In the summer, they may offer homeowners tips for caring for their pool or reducing their air conditioning bill.
  • In the fall, they might offer ideas for “envy of the neighborhood” holiday decorations.
  • In the winter, they might offer winterizing tips to save on the heating bill.
  • When realtors sell a home in the neighborhood, a postcard gets kicked out to the other residents.

Drip, drip, drip. The key is to keep a continual stream of helpful information that keeps the realtor’s name in front of homeowners so that when it comes time to sell, the realtor is at the top of the mind.

It Works Everywhere

The same concept applies whether you are a clothing retailer (fashion updates), a plumber (maintenance tips for your home), or a tax professional (how to keep your financial life organized). Keep that information dripping, so when recipients need your services, you’re already established as the trusted expert!

Have a marketing opportunity that’s perfect for dripping? Let our experts help design the ideal campaign to get your outstanding results.

Want Buyers to Remember You? Choose Print

When you create marketing communications, whether print or digital, you want your audience to read and remember them, right? That’s why it matters what channel you use. After decades of research, studies continue to point to the same conclusion: Print is simply better when processing and retaining complex information is required.

Most print versus digital studies come from the education world. In these studies, researchers ask students to read passages in print and digital formats and then follow up with tests to measure their comprehension and recall. Decade after decade, these studies reveal that print outperforms digital in several key areas:

  • Handling of longer texts: Print is more effective for longer texts, typically those exceeding 500 words. This suggests that the physical nature of print aids in processing and retaining information over extended periods.
  • Abstract and inferential thinking: Tasks that require abstract or inferential thinking are better performed with print materials. The tactile experience of reading in print enhances the brain’s ability to engage with and interpret complex ideas.
  • Detail-oriented responses: When study respondents were asked to provide more detailed responses, print was again the preferred medium. This indicates that the physicality of print facilitates a deeper level of engagement with the content.
  • Interpreting material from multiple sources: Tasks that involve interpreting material from various documents are also better accomplished with print. Studies consistently find that the tangible nature of print materials allows for easier cross-referencing and comparison of information.

So, what makes reading in print so different? The physical engagement with print materials seems to play a significant role. With print, individuals engage multiple senses, including touch, which enhances information encoding in the brain. Additionally, physically turning pages and visually scanning each page creates unique cognitive markers that aid recall.

These findings have profound implications for marketing communications. Print is the way to go if the product you sell requires potential buyers to handle longer texts and facilitate abstract thinking.