How to Stand Out in a Crowd

On an almost daily basis, we are presented with sales and marketing material that is meant to get our attention and prompt us to make a response. In truth, the vast majority of this material is lost among a crowded field of competing literature, with most of it failing to generate any recognition or mind share. Luckily, there are several easy-to-implement, yet often-overlooked considerations that can greatly improve the effectiveness of your company’s sales and marketing materials.

Whether it’s a mailing piece, a handout or a leave-behind, here are a few things to consider:

• Make them stand out physically.
  A traditional 8.5 x 11-inch sheet will easily blend into a pile. Consider using different shapes and sizes to make them “harder to lose” and easier to notice.
• Give them some POP!
  Try utilizing various print and finish elements to increase the "volume" of your message over that of your competitors. There are a host of options available here that we are happy to discuss with you.
• Make them compelling.
  A common mistake that many companies make when creating their materials is that they focus on the features rather than the benefits. If your materials don’t quickly answer the "what’s in it for me" question, then there’s little chance that the rest of your material will garner any attention. Interesting aspects, such as testimonials and case studies can help draw a lot of attention to your materials.

If you're utilizing direct mail to deliver your message, consider a study by G.A. Wright Marketing that found that the use of high-quality paper and color applications alone can increase your response rates by nearly 50%. Specifically, their study showed that a four-color promotional mailer printed on a heavy gloss paper stock had more than a 40% higher response rate than an identical three-color version printed on a lighter matte paper stock.

Even the smallest improvements in effectiveness can significantly impact your company’s success. If your marketing materials aren’t delivering their full potential, it might be time to revise them using the ideas above. We’re happy to assist you with this and any other project considerations you might have.

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