Print collateral can take on many different forms, such as mailers, brochures, sell sheets, signs or displays. Each piece should serve a specific purpose, for example:

• Brochures

  – Yes, brochures are extremely common and among the most widely distributed marketing materials in the world — for a good reason. They’re best for presenting a powerful, robust message with attention-getting graphics in a portable manner. Brochures are optimal for presenting easily digestible information and are an excellent choice for launching a new program or product. There’s enough space to cover a great deal of ground while also driving an actionable responses
  
  

• Sell sheets

  – These are simple one-pagers used to spotlight key features in a concise and convincing format. They differ from brochures in that they typically focus on a specific aspect of a product or service, rather than your entire company’s offerings. You can showcase an image of your product or service, highlight the key benefit of it, and include your company’s contact information or other applicable information.
  
  

• Mailers

  – Even in today’s digital age, direct mail is far from obsolete. It offers an impressive ROI—on average, you can expect to make $13 for every $1 you spend on direct mail marketing. Of course, your exact ROI will vary based on the quality of your campaign. It offers a more tangible experience for recipients than digital advertising, and given that it’s a physical object, your audience must interact with it.

  
  
  

• Business cards

  – A business card is the first impression of your brand and can often serve as an icebreaker leading into important relationships. Being the ultimate portable marketing tool, it allows you to be constantly prepared for encountering a potential lead or customer at any time or place. As a bonus, a creative business card is more likely to be kept on hand and shared with other people—putting your brand in front of even more prospects.
  
  

• Signs and displays

  – Putting text on a sign is easy. Integrating your brand into your signage and having it drive a specific response from viewers takes concentrated, intentional effort. A well-designed sign can act as a silent salesperson for your business, attract new customers, or help them locate merchandise which can lead to impulse sales when added to special displays. In terms of the cost-per-thousand, a common method used to measure the cost of reaching a thousand customers, signage is considerably less expensive than other types of advertising.

Every company needs high-quality marketing collateral in their toolbox. Having the right materials and knowing when to use them in the customer’s journey will make it faster and easier to convert leads successfully. It’s much easier to close that deal or make that sale when you have a brochure or sell sheet that perfectly spells out the details for the client.