3 Reasons Why Your Print Material Is Ignored (And How To Get Attention)

Long gone are the days of personal, one-on-one sales pitches. Instead, most people prefer to shop around before making a decision one way or the other. However, in this new digital world where information is so readily accessible (usually for free), buyers are in no hurry to purchase. As a result, print material is disappearing, and all your sales prospects go with it.

To avoid these pitfalls, you must become a customer whisperer. Your job is to find out what motivates buyers, communicate with them like they’re your only customer and then persuade them to buy from you.

Above all, know what holds the most attention and focus your efforts there.

Reason #1: They Don’t Expect It

There are lots of products out there that can help you sell a product, but ultimately it will only matter if people have an idea that your product even exists. One of the best ways to ensure that your product will sell is to make sure that people know about it. If you work for a small business, consider putting signs in the windows of shops or in front of businesses where you think your audience might be.

If you’re working for a bigger company, consider putting up posters or stickers around the office or on the street where you can get to a large number of people. You never know who your potential customers might be and where they may be hanging out.

Reason #2: They Don’t Think It’s Worth the Effort

When it comes to print material, your potential customers have a lot to consider before they bother spending time reading it.

Taking the time to create an exciting and informative print piece can help you build a good relationship with your audience. Get their attention by including a compelling headline or message that grabs their interest. You can also use testimonials from satisfied customers to add weight to your message.

Including images, graphs, charts, or other visual elements gives potential customers something fun and interesting to read about in addition to your message.

Reason #3: They Might Not Believe You

So how do you know what your potential customers want to hear? Well, it’s not that hard. They will tell you exactly what they’d want to read about, and if you listen, you’ll know exactly what to come up with. Use social media as a sounding board for your audience: ask them questions about their lives, interests, or what’s going on in their world.

Final Thoughts

Still trying to figure out what’s best for your company? You should always assume that a specific format is suitable for your clients. There are many variables that you need to take into account before you decide on the medium of choice.

Going digital might be the best option for some print material, like flyers and business cards. For other materials, like brochures and magazines, going paper free might be better suited. Whatever you choose, the most important thing is to test every alternative and see how your audience responds.

What do you think?

What’s the best way to communicate effectively with potential customers? Do you prefer a more traditional or digital approach? What do you think are the next big changes in communication technology? Let us know in the comments below!