Print makes money in the trenches

Anyone can have a flashy website, a blog, and be active on the social media sites, but let's face it: You still need print materials to market your business. Sure, we all want to help save the planet by reducing paper and waste, but many people still want something tangible.

Some of those people are your best customers, which means you need marketing moxy: printed pieces that support your marketing and sales efforts. Going on a sales call? Better bring a brochure, business card and catalog. Exhibiting at a trade show? You'll need sales sheets to distribute. Speaking at a networking event? Hand out fliers. Print materials are an important part of your marketing plan because they're affordable — far less expensive than most other forms of advertising. Moreover, they're tangible and long-lasting and they help explain your company, product or services even when you're not there. Plus, it's always good to have something to give prospects to remember you. That's why a term for a print marketing piece is a "leave-behind." No matter what type of marketing material you print, and no matter where you have it printed, make sure that your company name and contact information is highly visible, and you keep your branding consistent with the same colors, logo and typeface. When your company looks good in print, customers trust you more and feel better about buying your products or services. And you know what that means? More sales!