Quick n Dirty Marketing Plan Series Part 2: The Power of Print

The first step in developing the print portion of your marketing campaign is to determine what print items you want to have. Leave behinds? Postcards? Brochures? Seminar materials? Here is a list of some of the materials you can include in your marketing arsenal:

  • Letterhead

  • Envelopes

  • Sales flyers

  • Business cards

  • Blank cards (for thank you notes)

  • Address labels

  • Newsletters

  • Calendars

  • Brochures

  • Post cards

  • Business reply cards

  • Seminar materials

    • Notebooks

    • Handouts

    • Invitations

Things to remember when developing your print materials:

  • Keep the design and message on all your print materials consistent with your website, social networking efforts, blog and other marketing elements.

  • Make sure you have a call to action on every sales piece. If your sales materials don’t compel your prospects to take the next step—and tell them what the next step is–then they are not doing their job.

  • Don’t ignore the details. If you spend the time and money on a uniquely designed letterhead featuring a similar design and color scheme as your website, etc. then don’t stick it in an ugly envelope that doesn’t match. If you must get envelopes designed to match your letterhead, don’t put a gaudy white address label on the front of it when you mail it. Pay attention to all those little details that can begin to chip away at your message and branding.

  • Keep your information…informative. When you send a newsletter to your prospects and clients on a regular basis you become more than an agent—you become an educator, a journalist, an advocate and a resource. If your newsletter is lacking in quality writing and information then you are just another person trying to take up room in your prospect’s mailbox.

  • Keep your message clear and concise. No one wants to read a paragraph of writing on your business card that outlines your entire business philosophy. Keep your message on small items concise and to the point. Generally, a tagline works best because it is no more than one sentence and can fit on all print and web marketing materials.

  • Show your value. Let’s face it, there are other agents competing in your area for the same clients. As far as your client is concerned, you all start out on a level playing field. Each of you is licensed, combs your hair and dresses up real nice. You have to send a clear message on all your materials that explains why you are different from your competition and why you might be a better choice of agent.