The brochure’s not dead and even though people often lament the need for paper business cards when everything is electronic, some of us still like paper (like me). But I want to share a trick with you that will get you more sales conversions and more calls from your promotional printing.

What’s the Big Secret?

Printing costs have dropped after the print-on-demand craze swept into every aspect of publishing and printing. You can now run inexpensive brochures, letterhead, and business cards for a fraction of what it cost years ago.

Because of this reduction in cost, it has now become affordable to branch out from the one-size-fits-all marketing collaterals we used to do. Customers used to order the biggest number of brochures they could and hoped they didn’t move or any of the information changed before they ran through them all. People would try their best to make their printed marketing collateral evergreen but inevitably the information would either change or they’d get pitched during a move because no one wanted to be bothered.

Today, you don’t have to give the same brochure, or even business card, to everyone. You can, and should, customize it for your audience. For instance a brochure about your company targeted at recruiting employees should look very different than one going to a trade show.

Personalization is Hot

From social media to the buying experience, personalization (and I’m not talking logos, although that too) or a personalized, targeted buying experience is an expectation. People expect you to know them and provide what they want in the way they want it. We can thank the incredibly good target marketing technology for that.

Buyer Personas Should be Reflected in Your Printed Materials

If you are printing off hundreds of thousands of the exact same materials and giving them out at trade shows, college fairs, and sales opportunities, you’re missing the chance to make a bigger impression with your promotional printing. You want to appeal to your different buyer personas or types of audiences. Use the language they use, captivate them with images and information they’ll respond to. For instance a resort that goes to a number of travel events throughout the year could have a different brochure for an AARP function than they would for a Mommy Blogger event. One would show active adults enjoying the amenities, while the other would show families having fun.

Talk to our ThinkQuik team today about personalizing your marketing approach and how that can bring you more customers.