Conveying Feel Through Print
The digital age has been among us for quite some time now and has shown brands the vast possibilities of advertisement. Whether it be to the masses or just your niche market — Instagram, Facebook and Pinterest (to name a few) are all career changing tools for any business owner to market themselves for zero dollars. Many people believe that print is dead and that the way to project a certain feeling to your clients is via a computer or an smartphone. Well, I hate to break it to you folks — this couldn’t be further from the truth. Granted, print marketing is obviously gonna cost you and sometimes won’t even be as effective as lets say a Facebook ad, so where does this foreign word “feel” come into your branding process?
Believe it or not, people still wanna feel something if their going to show you trust and give you work. The fact that we are so consumed by digital media is actually the perfect opportunity to give your brand (and your clients too) that extra “love” that it deserves. Lets put this into perspective. Say I’m a photographer with a gorgeous Instagram feed, high quality photos, very consistent and you go and book me for a meeting to have a coffee and talk about a new project. THAT is when the feel comes in. If I have all that digital “look at me” and I hand you a rough, gloss laminated card, cracked edges, a low resolution photo and 50 words on it you’re just gonna go whaaaaaa? Having shitty print is a certain road to disaster and is so off-putting to the person who might wanna hire you.
Not all of us can afford beautiful letter-pressed cards and that’s the point, it doesn’t matter. If you don’t spend money, you won’t make money. The love and care that goes into your business is what you should be focused on because any 15 year old (and believe me, they do) can have an amazing digital portfolio but only a real, hardworking and genuine business owner can send you a beautiful quality printed care package that makes you feel “wow, this person actually cares about me.” Print is most definitely not dead! So if you have not explored this side of marketing that should be just as important as any other, don’t waste anymore time. That feeling of care that someone gets from beautiful print will win your clients hearts just as much (if not more) as your “fancy pants” Instagram feed.
Be genuine and show clients you care!