I don’t hate salespeople. In fact, I’m always interested in hearing about new products and services that can help our business thrive. But when I request more information about a company that is trying to sell us something…
“You can find more information about us on our website.”
This is a typical response from some salespeople when you request a pamphlet or brochure describing their services and giving some background on their company.
A website, however, is not enough.
We’ve written in the past about the importance of providing information to potential clients in the form they want it. So when someone like me asks for a brochure or pamphlet, they don’t want to be directed to your website. They asked for a printed piece because that is how they wanted the information. Printed materials are often more concise, to the point, easier to read, and easier to keep for later review. They also give some legitimacy to a business that you have never heard of, or know little about.
“But printing is expensive,” you may be thinking. Well, yes, when you compare printing a brochure to you posting new information on a website manually, printing is expensive. But that is hardly the comparison to make. Instead, compare the cost of designing and printing an attractive brochure for customers who request print to the “cost” of the customers whom you fail to convert because you refused to invest in your business properly.
If you’ve read our blog before you’ll know that this is not just another post promoting print. We try to avoid self-promotion here. And we are more a full service communications provider than simply a print shop, offering a full array of digital services such as web graphics, web design and development, ebook creation, and digitization of print materials, in addition to print. But as we’ve said before (here is just one example) you need a comprehensive marketing strategy for best results.
A website is not enough. It may be a printed brochure or catalog; it may be a brick and mortar shop; or it may be referrals or recommendation letters. But whatever your potential clients want to see from you to make them confident in your business, you need to think about giving it to them. Your competitors will.