Have you ever gone through the trouble and cost to create a beautiful brochure only to discover a typo after you’d printed ten thousand? I once printed five thousand letterhead envelopes only to discover upon receipt the printer shortened the zip code to only four digits! All that time and money for layout, a copywriter, graphic designer, printer… down the drain. What a headache.
Has this ever happened to you? If so, your enthusiasm at handing out your gorgeous new brochures probably waned. You were stuck with a mess and had to decide: did you suck it up and use sub-par literature or go through the time and expense to reprint?
In this internet age, businesses need a digital form of their printed material. Use it in place of printed collateral. Entice visitors to download brochures and other information from your website. Have your sales reps email digital copies to prospective clients. Send a high-res PDF to a web publisher for camera-ready artwork. Use whenever possible in lieu of printed material.
Why wouldn’t you? An electronic pamphlet costs nothing to reproduce compared to a printed version, and the recipient receives it instantly for immediate gratification.
You can still print handouts. But you’ll get a significant cost advantage when creating any printed material beforehand by producing short runs from a digital file. Even if you never intend to distribute it electronically this will save you money. As a bonus, you won’t stockpile hoards of dated material.
Suppose you’re creating a new full-color brochure and you want ten thousand copies commercially printed. Before going through the cost of mass printing, create a digital version. Until you’re certain you have what you want, run off only as many copies as needed at a color copy store like Kinkos.
Print as You Go
Printing small batches allows you to fix typos before printing large quantities. Printing copies as needed also allows you to test multiple formats. You can tweak all aspects of the flyer – layout, content, color, style, paper quality – to discover what combination draws the best. Only after you’ve determined the best mix should you then print at quantity. You’ll never print a brochure with a typo again if you test your marketing. And this way your print ads will be much more effective.
In the next article I’ll share with you one job duty your salespeople should never do. And shortly, I’ll tell you how to inexpensively test your marketing, and how the printing process often works against you if you’re uninformed. After reading this post, you’ll never see a marketing firm, service bureau, or publisher the same way again. And you’ll stop throwing away your money on advertising that doesn’t work. Look for it in the next couple of days. Until then,
profitable business All!