Recipe for successful print.

All print materials are not created equally. We are definitely not talking apples and oranges here. Maybe apples and hot apple crisp with vanilla ice-cream. Which would your customers prefer?

Apples are like facts.
They are the most important ingredient in your apple crisp. These are what marketing speak refers to as “features”. Nobody cares. But somehow, something magical happens to them in the process of baking.

You sugar coat them.
Your customers really don’t give a damn if apples are good for them. They don’t care about your facts and figures. But mix them into an ooey-gooey, sweet treat and they’ll be wiping the drool from their chins. They all want to know one thing.

What’s in it for me?
Speak in benefits. They want the bottom line. The destination, not the journey. They want to eat that deliciously decadent apple crisp of yours because of the sensation of that flavour sitting on their tongues. They want to remember when grandma used to sneak them a second serving. It’s never about the apples.

Forget the apples.
What is the one thing your clients experience in the end? That is your apple crisp. Bake it into all of your printed materials.

What about the ice-cream?
Give them a gift. That is the ice-cream. It doesn’t have to be big, but it absolutely must have value. Oh, and it has to make sense too. If you sell drapery, throw in a set of tie-backs. If you service cars, check everyone’s brakes as a courtesy (and possible upsell). What’s your ice-cream? Add to printed material, mix, and presto!

Let’s do lunch.

Still not convinced? Check out what's already been done.