In today’s fast-paced digital world, one could easily begin to think that the old ink and paper ways of the past are no longer needs. Technology has woven itself into our lives and changed the way we work, learn, and discover. Maintaining or building your competitive advantage will rely on continuous technological integration but you can’t forget about the old way of doing things and where we came from. Ink and paper will always have a place in your business and I’ll show you why.

You’ve just gotta have it

Ok Ok, I know this sounds simple, but sometimes it’s the simplest things in life that are the most important. If it hasn’t already happened you will inevitably get a request from a potential client one day asking for examples of what you do and when that time comes what are you going to send them? Are you going to risk your businesses success on something tossed together on Microsoft Word or an outdated pamphlet that never got used? Marketing materials will always have a place in business simply because holding something tangible in your hands will always have a stronger effect that seeing it through a screen. That’s something technology will never take away.

It’s like a window looking into your business

In many situations, your marketing materials will provide the first look into your business and you need that to be a good look. You can say anything you want about your company’s high-quality products and services but if your marketing materials don’t reflect the same defined quality you’re going to be dead in the water. To capitalize on this, you need to take a good look at the products or services you offer. Analyze your price points and define your target market then take that information and integrate it into your marketing materials. Not only will this help you achieve that “first inside look” it will also ensure that your values and message are unified.

Perception can be a powerful tool

While this relates to all shapes and sizes of business it’s arguably most important regarding small companies and start-ups. How your company is perceived vs. its competition can make or break you. If you are a small company or just looking to enter the market, you better make sure your marketing materials are up to par with the big dogs if you want anyone to take you seriously. The beauty of perception is that if it’s utilized in the right ways it can make anyone look like an industry leader. Don’t make the same mistake countless others do and cut costs here, it will hurt you in the future.

Brand boosters

The quality and quantity of marketing materials used reveal a lot about a company and its brand. Good marketing materials give the viewer a glimpse of things like value proposition, vision, and culture within an organization. These factors heavily affect your brand image. So putting a little more planning into the design aspects of your marketing materials can help you boost your brand and company image. Many companies fail to see the strategic value in marketing materials. They see them as an outdated waste of money. Don’t be one of those companies. Good marketing materials can create a lasting impression on the consumer and enhance your brand potential.

Salesforce weapons

In many businesses the sales staff make up the front line and are the driving force behind success. Giving them the wrong tools can instantly cripple you, which is why putting time and effort into your marketing materials is so important. Arming your sales force with the top of the line marketing materials enhances their chances of success in meetings and on the road. It also provides a great way for appointments and follow-ups to be created. Not arming your sales force with great marketing materials is like sending a soldier into battle with both hands tied behind their back. Could they still win? Sure but it would be a heck of a lot harder.

Sometimes it’s easier to show your story than to tell it

So we already know marketing materials can make or break the sales team and boost your brand. But they can also work to tell the story of your business. Being able to coherently communicate your company’s value to its clients is extremely important. Sometimes words just won’t cut it and even the most experienced sales reps can fumble. Marketing materials are great storytellers because you get to control how the story begins and ends. It’s a surefire way to get your message across and greatly reduces the risk of human error. Not only will it give you the opportunity to push the reader in the right direction, but it’s also a great chance to flex your creative muscle and keep them entertained. Differentiation is everything and the work you put into your marketing materials can be a great way to show clients how you separate yourself from the competition.

Marketing materials matter for companies of all sizes. Choosing not to put time and effort into creating them is equivalent to voluntarily helping your business fail. Do not run the risk of need good material and not having it. Your business depends on your ability to communicate value and marketing materials are a very important tool used to do so.

Author Tim Prusiak

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