Look at the last 10 blog posts you’ve written. Run through the enewsletters you’ve sent this year. Maybe you use ebooks to demonstrate expertise and credibility. Perhaps you’re running webinars, or producing podcasts or videos. If you’re doing any of these things, you already know 21st century marketing isn’t primarily about pushing for a sale, but rather drawing the right people to your business with interesting, useful information. You’re sharing your knowledge right left and centre online – but have you missed a golden opportunity? By repurposing your online content in print formats you can easily create sharable gifts and information products with very high perceived value. People know it takes a bit more time and effort to produce a printed product. They recognise and appreciate it. And most of your competitors probably don’t do it, so there’s an immediate advantage. In a world drowning in messages delivered on screen, print stands out because it’s tangible. Our sense of touch connects deeply with emotions. Print offers permanence, variety, and reinforcement of brand. Don’t stop connecting online – just make yourself much more memorable with one or more of these:
1. Information Booklets
Are an easy to implement and cost effective way to get your content into print. Consider
- How to Guide
- 7 Mistakes
- Top 10 Tips
- Secrets of
- Little Known Facts about
2. Cheat Sheets, Checklists and Infographics
Quick, easy and useful. These are a great place to get started with repurposing your online content. Use them as conversation starters at events or to reinforce your message in face to face meetings
3. Informational postcards and postcard sets
Don’t think postcards can only be used to make a simple offer. Postcards which supply information step by step, distributed either individually, in a sequence over time, or packed in a set, are memorable and sharable. A chiropractor client of ours used this concept very successfully to share simple tips about back care.
4. Brochures
A well written and designed brochure is an essential business tool. It will
- Reinforce your pitch
- Empathise with your prospect’s pain points
- Explain how your solution addresses the problem
- Move your prospect another step towards buying
Brochures can drive traffic to your website, nurture prospects, reinforce your message in sales conversations, or improve your chances when information needs to be shared with several decision makers.
5. Printed Newsletters
The good news is that a printed newsletter has suddenly become much more respected. These days receiving something in the mail is a special event. They can be read at a convenient time, and on average will be seen by 4 people other than the original recipient. That’s great extra, free exposure.
“My biggest single recommendation is the use of a monthly printed customer newsletter” Dan Kennedy, Marketing guru
6. Books
Publishing a book is the ultimate expression of your thought leadership and authority. As a published author, you’ll gain enhanced credibility and status. There’s nothing like the thud value of a book – it’s the best “business card” you could possibly create. Self publishing has put authorship within the reach of small business owners. We’ve printed books for more than 30 first time business authors and every one of them has seen major shifts in their business following the release of their book And then you could….
Put 3 or 4 of these together in a pack and multiply the impact. We’ve had great success recently with our Author Pack for Self Publishers, which contains a guidebook about book printing, paper swatch, informational postcard on promoting books after publication, and of course our business card. Separately they make an impression, but together they punch well above their weight both in information sharing and brand positioning. Your clients live in the real world – why not connect with them there? If you’d like to receive the ExciteBooks Author Pack for Self Publishers, simply email viv@exciteprint.com.au or call us on 1300 907 399
