In a digital-saturated world, where everything is reduced to “content”, print has become one of the best ways to cut through the noise and get your clients’ attention.
Your customers get countless emails every day. They visit any number of websites. They fiddle around on Facebook and Twitter and other social media. Their smartphone is always with them. They are never disconnected.
Here’s something to consider: How many of those digital “content” interactions do you think your clients remember at the end of the day? How many of them stand out and really grab their attention? If you’re like us, you’ll answer “not many”.
That’s where real print, and of course custom printed binders, come in to play. Suppose you are a manufacturer trying to get traction with a group of distributors. Sure, you could point them at your web site and hope for the best, but if you want to stand out, you’ll send them a real catalog. In today’s market, nothing differentiates like putting a real, physical item in your customer’s hands.
We remember when e-mail was a new thing, when the Internet was just emerging. Back then (late 1990’s), everyone was convinced that greeting cards were going away. You could just log in to a website, enter an email address, and send an “e-card”. Easy.
Do you like getting e-cards? Do they mean anything to you? When we get an e-card, our first thought is that the sender didn’t put much effort into it. Its just not the same thing as a real card. Worse still, when you get the same e-card from the same sender, year after year. Automatic subscription renewal makes that easy, but even more impersonal. We have even experienced the ultimate e-card fiasco: Receiving an e-card from someone who has passed away.
At SpeedBinder, we believe that print is the New Alternative Media. Fifteen or 20 years ago, digital communication was novel. And it seemed so affordable (until people realized that clients demand perpetually updated content, and suddenly digital got expensive). It was only natural that companies wanted to enhance their communication with their clients by trying digital media.
Somewhere along the line, though, things have turned around. Today, if you want to send a powerful message, one that lets your client know that you care about them and their business, digital doesn’t work. Print is what works.
In our case, that means custom printed three ring binders. They are simple and surprisingly affordable, but most importantly, custom binders immediately cut through the marketing static and come right to the top of your client’s attention list.
We ran across a blog post that made some excellent points on this subject (do click the link and read the whole thing), but their first point is the best:
1. It grabs attention: Have you noticed how many fewer magazines and print newsletters you are getting in the mail these days? I don’t know about you, but I definitely pay more attention to my print mail. There’s just less mail, so more attention is paid to each piece. Opportunity? The decisions that magazines like Newsweek are making leave a clear opportunity for content marketers to fill the gap.
So, sure, have your digital media strategy. We certainly do. But we also understand that putting something real in your client’s hands is more powerful today than ever before.
Call us at 888 338 0924, and we’ll help you get started.