Why Your Marketing Materials Should Give Customers Value

June 5, 2014

Do your marketing materials give your customers value? If not, it’s worth considering ways you can add value to your customers’ lives through your marketing materials. By adding value, I’m not talking about coupons, discounts, buy-one-get-ones or other special offers. I’m talking about giving customers something useful they’ll want to hold onto, something they can reference time and again. Doing so has extraordinary merits and benefits for your business; the following explains why your marketing materials should give customers value.

1.  You’ll get attention

Magnets are a great way to get attention.

Magnets are a great way to get attention.

It’s no secret that most marketing materials are thrown away, or at least cast aside until it’s too late. That doesn’t make marketing ineffective, it just means that there are opportunities to ensure your marketing materials are noticed and, even better, kept for a long time. Adding value to your marketing materials accomplishes these things. Let’s say a local pizza parlor starts selling a special gluten-free pizza. They can send a postcard with coupons to customers who are likely to buy gluten-free pizza, and it will be effective. However, they could also send magnets that include tips for gluten-free cooking, gluten-free ingredient substitutions, and other gluten-free resources. The magnets will, of course, also promote their gluten-free pizza. While the postcard will be a one-and-done offer, the magnet will be placed on customers’ refrigerators and referenced quite a bit, ensuring the pizzeria’s brand (and gluten-free pizza) will be front-and-center every time.

2.  You’ll earn trust and loyalty

When customers trust your company, they’re loyal to your brand. It’s one of the most powerful relationships in all of business. Giving your customers value is one way to earn trust and loyalty. Let’s say you’re a B2B company that sells a lead-generation platform. To encourage other companies to buy from you, you print booklets that lend insight into lead-generation – guides that walk small businesses through the entire process. Your guides will tell customers how to find the best leads, how to best interact with those leads, and then how to close sales. If you offer sound advice, you can see how such a booklet would be of extreme value to small businesses. And when your advice produces results, they’ll trust you and have confidence that buying your software platform will yield even better results.

3.  Ongoing marketing

Handing out calendars to customers is an excellent way to stay top-of-mind all year long.

Handing out calendars to customers is an excellent way to stay top-of-mind all year long.

One of the greatest aspects of adding value is the ability to continually market to your customers.  For example, a hardware company could print calendars that are packed with photos their customers love. Each month could also feature helpful home maintenance, lawn, and gardening tips. Such a calendar would be useful, not just for simple date reminders but also as guides for keeping homeowners’ properties in tip-top shape. Now, suppose that hardware added monthly, weekly, and even daily special offers to its calendars. Not only would the calendars have value, they would be able to market directly to customers all year long. That’s a powerful proposition. No matter what marketing materials work best for your company, consider how you can position them to add value to your customers. Doing so will increase the value of your marketing materials for your business exponentially.

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About Brian Morris

Brian Morris serves in various capacities as a freelance writer, content developer and public relations specialist for growing small businesses. When he’s not writing, he can be found on the racquetball court - usually getting his tail kicked by guys 20 years older.

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The PsPrint Blog is a resource for graphic designers, freelancers, small business owners and fans of print marketing. You'll find helpful techniques on printing everything there is to print, including business cards, postcards, brochures, stickers, invitations, greeting cards, door hangers, magnets and more. The PsPrint Blog shares creative ways to improve your design and layout skills, and useful tips for marketing your business in any medium. We also like to have a little fun, sharing design inspiration and spotlighting some our favorite customers' printed pieces in our "Hot Off the Press" series.