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4 Ways to Stop Your Print Material Ending Up in the Bin

Posted on January 01, 2014

Have you ever Googled for an important piece of information – and found yourself half an hour later reading an article in the online version of your favourite newspaper – or just quickly checking Facebook? The internet has made it much harder to get our attention, and massively increased the likelihood that we will be distracted We all know a compelling message is critical – but it's not the first step in successful communication. If you don't get the attention of your target audience, even the most creative message won't get to first base. The same problem arises when you print materials to market your business. You don't want to shell out for a new batch of brochures, postcards or booklets that might not even be read – and certainly not kept. What can you do to change that? What might make what you print stand out from the crowd – rather than being same old same old (just like your competitors)?

Think *Size and shape *– non standard shapes (such as square, long/tall or irregular/die cut) will always get more attention. And if your piece is much bigger or smaller than usual it will certainly be noticed. Most people order standard print products because they don't know any better, or understand why being different might be more powerful.

*Paper/Card *– thicker, textured or laminated - anything that feels different to the competition will be noticed.

*Specialty finishes *– Textural and visual enhancement with foiling, embossing, raised (thermographic) print or spot UV coating *Personalisation *– This is a biggie. Printing the recipient's name, and better still other details which are personal to them, is tremendously influencial. Even if you don't have a sophisticated database, there are lots of options for design personalisation with both image and message. So here's a challenge. Take out all your promotional print materials (including your business cards) and brainstorm what you could change to make them stand out more in 2012.

About the Author

James Richardson

Sales Director

James Richardson started his online career by running online Sports Fan sites (luckily none are still online today), with the pinnacle of the site being a write up in the Sunday Herald Sun 'Wired' column.

His professional career began at a ASX listed company, Melbourne IT, where he held various senior roles across the Sales and Marketing teams, before deciding to venture out on his own.

Running several successful online websites and businesses himself, he is well placed at understanding your business needs.

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