When it Comes to Your Marketing Goals, Don’t Forget About Consumer Education

ThinkstockPhotos-484055754Whenever you begin to execute a marketing campaign, you’re usually trying to service a few key goals at the same time. One of your top priorities is most likely brand awareness – you don’t just want to get the word out about a product or service, but you’re also trying to position your company as an authority on a particular topic. You may also want to help inform your target audience about the product in question. One of the most important marketing goals that far too many people overlook until it’s too late, however, is consumer education. When it comes to your objectives, consumer education must ALWAYS be a top priority for a number of key reasons.

The Benefits of the Consumer Education Push
For marketers themselves, an increased emphasis on consumer education brings with it a host of different benefits that can’t be ignored. For starters, it allows you to take a deeper level of control over the narrative that you’re trying to tell than ever before. You’re essentially reframing the information that consumers are actively looking for in a much more positive way. Instead of making a declarative statement with your campaign like, “Here are all of the amazing and incredible features that my product or service has,” you get to instead take a decidedly less sales-oriented approach and offer advice like, “Here are the problems you have, here is why you have them, and here is how my product or service is the answer you’ve been looking for.”

Perhaps the biggest benefit of all to taking a consumer education approach to marketing, however, is that you’re no longer trying to convince your customers that your product or service is necessary. Instead, you get to essentially PROVE that it’s necessary and let your customer base come to the same conclusion on their own. This helps to deepen the sense of confidence that consumers get from your company, which almost always leads to loyalty sooner rather than later.

Transforming the Landscape
Another key thing to keep in mind about making consumer education one of your core marketing objectives has to do with the subtle ways in which you change the relationship between company and customer. With consumer education, marketing is no longer a passive approach. Instead, it’s decidedly active – consumers are no longer HEARING about your product or READING about it, they’re LEARNING about it. They’re engaged with your materials in a whole new way. It officially transforms the marketing experience into a two-way street by way of empowerment. Consumers will WANT to keep learning about what you have to say and what you have to offer, helping to increase penetration rates at the same time. The more satisfied with the marketing experience a consumer is, the more confident they ultimately are with the ways in which they spend your money. If you can turn the tide of the conversation in your direction through consumer education, you’re looking at a powerful opportunity that you can no longer afford to ignore.

These are just a few of the reasons why consumer education needs to be one of your marketing goals at all times. Not only does it bring with it the added benefit of affecting consumer behavior in a positive way, but it also helps establish you and your organization as the authority on a particular topic that people are actively looking for.

Not All Mailing Lists Are Created Equal

ThinkstockPhotos-482477464It’s ironic, really. The lists that we struggle to be removed from are also the same lists our companies strive to obtain. The truth is, for many businesses, targeted mailing lists are the bread and butter of their marketing efforts. Being able to create niche-marketing materials and then putting those materials into the right hands is essential to a successful direct mail campaign, and to a higher ROI.

Not all mailing lists are created equal, though. Understanding the different types of mailing lists is critical in maximizing the return on your investment of content and quality marketing materials.

Consumer Mailing List
Consumer mailing lists are comprehensive lists of people associated with their demographic, economic, and psychographic information. The consumer mailing list helps your business target individuals with very specific profiles for maximum return on investment. Typically, you can choose to filter these types of lists by the following data:

  • Gender
  • Age
  • Ethnicity
  • Marital Status
  • Estimated Household Income
  • Children Present
  • Home Value
  • Single or multiple family homes
  • Hobbies and Interests

Consumer mailing lists are more expensive than say, a neighborhood mailing list, but your ability to filter out non-ideal recipients can make your investment worthwhile, especially for high-quality mailings such as multi-page letters, brochures, or large, high-quality postcards.

Neighborhood Mailing List
Neighborhood mailing lists are by far the most cost-effective list you can get. Many local businesses will target specific neighborhoods within a particular zip code or geographic location that falls within a specific radius of their business location.

This type of list is effective for obtaining new clients, particularly if your business wants a broad reach without regard to specific demographic or other categories. Deliverables commonly associated with this type of mailing list include coupons, smaller postcards, and trifolded brochures  or flyers.

Business Mailing List
Business mailing lists are the “Holy Grail” for B2B companies, enabling them to maximize new targeted opportunities. This list type includes data pertaining to:

  • Business Type
  • Number of Employees
  • Annual Sales
  • Credit Rating
  • Geographic Location
  • Executive Names
  • Phone Numbers
  • Years in Business
  • Owner Gender
  • Public vs. Private

By targeting specific business data points, your company can identify and market directly to your ideal clients. You can also use the data points to differentiate the type or content of your marketing materials. For example, if you would like to market your product specifically to women-owned businesses, this type of list can help you do that, while still allowing you to send similar content to non-women-owned businesses with a different message.

Specialty Mailing List
Specialty mailing lists are, just like they sound, lists of people filtered by special categories that you determine. Common types of specialty mailing lists include:

  • New Parents
  • New Movers
  • New Homeowners
  • Homeowners
  • High-income Homeowners
  • Renters
  • Investors
  • Health Conscious
  • Green Consumers
  • Sports Enthusiasts
  • Voters (by political party)
  • Seniors
  • Consumers by Hobby

The list goes on. Essentially, if you can think of a niche that you want to market to, there is probably a specialty mailing list just for that.

Truly understanding the individuals and businesses that your product or service is ideal for is the key to success for your direct mail campaign. Combining a highly targeted mailing list with marketing materials that speak directly to the people or businesses on your list will boost your chances of making that next sale. So if you are ready to start planning your next direct mail project, give us a call – and let Futch Printing & Mailing ADDRESS all your printing needs!

Super-Charge Your Sales Force With Highly Effective Print Sales Collateral

ThinkstockPhotos-78460226Converting prospects into clients is often a difficult and expensive process. Sales reps can spend weeks, months, even years trying to get a prospective client converted into a buyer. A large part of that process involves face time between the sales rep and the prospect in an attempt to forge a relationship built on trust. Seldom does that face-to-face meeting end in a solid sale.

Sales reps hate leaving a prospect without a signed contract, and the days of hardline sales techniques are long gone. So, how do your reps keep the conversation going and the interest building when they’re away? The answer is simple: put high-quality, effective print sales collateral in their hot, little hands.

Armed with the right mix of marketing materials, your sales reps can leave their prospects with some subliminal messaging that subtly invades the prospects’ subconscious after the sales rep leaves. Think of it as a little beacon whispering “buy me…buy me.”

Highly effective print sales collateral doesn’t just mean you leave any ole’ brochure and a plain business card and hope for the best. To super-charge your sales force, you need well thought-out, quality-designed materials that will continue to grab your prospect’s attention and not end up as a coaster or at the bottom of a hamster cage. Top sales experts have weighed in with the following best practices.

Case Studies
The single, most effective piece of sales collateral that you can leave with your prospects is the case study. Including one or two case studies targeted to the prospect’s needs can do more for your sales than a holiday gift basket. Your case studies should concisely discuss:

  • What your client’s greatest challenge was prior to purchasing your product or service
  • How your client implemented your product or service
  • How your client’s challenge went away or was reduced by implementing your product or service

These three things will communicate more to your prospect about how your product or service works and the value that it can provide to them, than merely listing the things your company does. Be sure to include solid numbers about money and time-savings, as these are the top two complaints companies have.

Finding three or four clients to rave about you is also a fantastic way to show your prospects that (1) you have clients, (2) your product/service is LOVED and (3) why your clients love it. Just like the case studies, if you can guide your clients in crafting a testimonial that discusses how your company changed their life for the better, the more effective the testimonial will be. Including their name, business name, and even a picture can go a long way in building credibility. Nothing says, “Trust us” like someone else saying, “Trust them!”

The Sales Page
Sales and Marketing Strategist Walter Wise notes that successful marketing messages use the “Marketing Equation of Interrupt, Engage, Educate, and Offer.” Let’s break down that equation (don’t worry, it’s even less to remember than the FOIL method from back in middle school):

  • Interrupt: your main headline, designed to interrupt your prospect’s attention
  • Engage: your sub-headline, crafted to keep the prospect’s interest and get them to keep reading
  • Educate: this is where you add some valuable information on solving your clients’ problems
  • Offer: this should be a low-risk, free report, checklist, white paper, or e-book that will position your company as a thought leader in the field.

Take the time to provide your “offer” in your sales package. The longer you can keep that prospect engaging in your company’s materials, the more likely they will be to buy.

Putting It All Together
It goes without saying that all of your materials should be printed on high-quality paper stock and designed by a professional graphic artist so that the materials are aesthetically pleasing. Too much text and low-quality graphics can be an instant turn-off, regardless of the quality of the product you’re trying to sell.  You want materials that will catch your prospect’s attention, and will beg them to read what’s inside.

And when you’re ready to start working on your marketing collateral, give us a call – and let Futch Printing & Mailing ADDRESS all your printing needs!

Lowered Postal Rates Mean Now is the Best Time to Give Direct Mail a Try


To say that most small businesses have something of a love/hate relationship with the United States Postal Service is an understatement. USPS is one of those necessary things to get a wide range of direct and print mail marketing materials out into the world. With a decade of increasing prices chipping away at return on investment little by little, it’s no wonder many organizations started to skimp on direct mail spending in favor of other “cheaper” solutions in the interim. Now, however, the tides may be truly changing as postal rates are on the decline with no clear end in sight. If you’ve been waiting to jump back into the direct mail world, now might be the PERFECT time to give it a try for a number of reasons.

Postal Rates: What is Going On?
On April 10, 2016, the cost to ship a first-class letter in the United States fell to just $0.47 – a rare phenomenon in recent memory. Additionally, the price of sending a postcard dropped a penny, international letters fell $0.05, and even coveted “Forever Stamps” saw a decrease in cost at the same time. These are the most direct mail and small business-friendly prices to come along since the beginning of the 2008 recession.

Direct Mail Doesn’t Just Work – It Works Gangbusters
Despite all this, some people still refuse to give direct mail the chance it deserves because they naturally assume that digital marketing is more efficient in the tech-driven world in which we now live. After all, with people glued to their cell phones day in and day out, how much of an impact can direct mail really have?

The answer is “a great big one.”
According to a study conducted by Compu-Mail.com, direct mail is still used heavily in an iPhone and Droid-centric world: approximately 43% of all local retail advertising still falls into this category. Not only that, but young adults are actually the largest group to respond to direct mail the most, particularly among the millennial crowd. According to a recent International Communications Research survey, approximately 73% of consumers actually prefer direct mail over alternative advertising methods. This is largely due to the fact that an equal number of respondents said that direct mail marketing was a much more personable experience than internet-based materials. Keep in mind that millennials think junk mail happens in their inbox, not their mailbox.

So, if the reasons why you had overlooked direct mail in the past were because “it was too expensive” and “you didn’t think it worked,” congratulations: those two reasons just evaporated in an instant.

No two businesses are created in quite the same way, and what works for one might not work for another – especially in terms of an overall marketing strategy. However, with the recent decline of USPS postal rates, now would be the absolute perfect time to give direct mail a try if it’s something that you’ve flirted with in the past, but ultimately overlooked for whatever reason. Now, is a terrific chance to really dip your proverbial toe in the water and to see just how direct mail can benefit your organization, especially if you’re doing so for the first time. These declining postage rates most likely aren’t going to stick around forever, so go for it, and create your direct mail campaign today.  And if you need some help to get started with your next direct mail project, give us a call – and let Futch Printing & Mailing ADDRESS all your printing needs!

Turning Failure Into Success – Stories of Famous Achievers and Their Failures

ThinkstockPhotos-484569466Every entrepreneur, and I do mean every, has had a taste of failure at one time or another. The slam-dunk business idea that landed flat. The star product that fizzled out. It happens more often than you really hear about, but to those individuals that it’s happening to, the “failures” can be seriously disheartening. If you’re feeling a bit down about a business venture that didn’t go as you planned, don’t lose hope. Countless well-known and successful individuals have achieved their dreams despite multiple setbacks. Their stories are sure to inspire you.

Henry Ford
Best known for the most ubiquitous automobile on the road today, Ford founder, Henry Ford had a rocky start. Early on in his life, Ford worked as an engineer for the Edison Illuminating Company in Detroit. It was during this time that he built the first gasoline-powered horseless carriage in a shed behind his home. Due to a number of factors, including controversial views on politics and battles with the United Automobile Workers, Ford reportedly went broke three different times. Despite numerous setbacks, Ford went on to develop new methods for mass production that put the automobile within the reach of ordinary citizens.

Louis Pasteur
Louis Pasteur was a French Chemist and Microbiologist most well-known for his invention of pasteurization, a process that kills bacteria in food through extreme heat. Beyond making food safer for people for years to come, this below-average chemistry student is also responsible for creating vaccines for anthrax and rabies. Not bad for a student ranked 15 out of 22 chemistry students!

George Lucas
George Lucas…the man that brought us Luke Skywalker, Han Solo, Darth Vader, and the Force, fueled every kids’ dream of being a fighter pilot in outer space. It’s hard to imagine that a franchise worth over $30 billion began with rejections from every studio in Hollywood before 20th Century Fox finally took a chance on it. We shudder to think what would have happened had he just given up and went home.

He’s what George Lucas says about failure: “If you’re creating things, you’re doing things that have a high potential for failure, especially if you’re doing things that haven’t been done before. And you learn from those things. No matter how you cut it, you say, ‘Well, that didn’t work,’ or, ‘Well, this didn’t work,’ or ‘That was not the best idea.’ And you use that information that you’ve gotten, which is experience… Failure is another word for experience.”

Walt Disney
Known for his fanciful theme parks and animated children’s tales, Walt Disney wasn’t always living in the lap of luxury. Countless instances of adversity rained down on Disney in his early years as an animator. After having to dissolve his company in 1921, he was unable to pay his rent and was living on dog food to survive. Later, after gaining some success with a cartoon character named Oswald the Rabbit, Universal obtained ownership of the character and hired all of Disney’s artists when Disney tried to negotiate with Universal Studios to increase his pay. Not surprisingly, Disney reportedly suffered from depression during his long career. The suffering and perseverance paid off, as assets of the Walt Disney Company are currently in excess of $89 billion in 2015.

Dr. Seuss
Who would have thought that one of the most well-known and revered children’s book authors had trouble getting his writing career off of the ground? It’s true, though. The crafty “Cat in the Hat” creator was reportedly rejected by 27 publishers for his first book “And to Think That I Saw it on Mulberry Street.” The 28th publisher, Vanguard Press, took a chance on the young author, ultimately selling over 6 million copies of that first book. Since then, Dr. Suess has published over 40 books and sold over 600 million copies. The best part is how he made a positive impact on the lives of millions of kids around the world.

Remember, you write your own stories, so you are in control of writing your ending. Will those “failures” become opportunities or excuses to quit?

Creative Examples of What You Can Do With a Well-Placed QR Code

Are you QRious smallIn today’s world, one of the single best opportunities that you have to leverage the power of both digital and print campaigns at the same time is with a well-placed QR code. Short for “quick response code,” a QR code operates on the same basic concept as a barcode, but can be used to accomplish a host of different things given the circumstances. If your goal is to use QR codes in your print campaigns creatively (as you should be), there are a few key avenues you can choose to pursue.

It’s About Education, Not Destination
If you’re only using QR codes as a substitute for a hyperlink, you’re not coming close to unlocking the benefits of this technology. Consider the example of a restaurant that uses QR codes for customer education. There’s only so much information that you can fit on a “take home” menu before it starts to get unwieldy. The larger that menu is, the more likely it is to get thrown in the garbage because it’s difficult to store long-term.

If you were a restaurant owner, you might include an abbreviated menu featuring just items that are available to carry-out as a print marketing material. The QR code on that same menu, however, can be used to instantly educate the user about what your restaurant looks like, what items you have available for dine-in visitors and more. The physical print information that the customer is receiving is contextually relevant, in that dine-in options aren’t necessarily on their mind if they’re looking to order in. However, they do have access to all of that additional data should the need arise.

The customer has everything they need to order in and stay home for the evening if they choose, but you’re also using the opportunity to show them what a great time they’ll have, and what a great selection they’ll be exposed to when they do decide to pay you a visit. More than that, you’re saving physical space on your material and are leaving contextual information in the digital realm. This is the power of a well-placed QR code at work.

Adding to an Experience
Another gThinkstockPhotos-161917260reat way to use a QR code in your campaign has to do with adding to the experience before, during, and after the event. As previously stated, a QR code should be about delivering quality information to your customers. In the days leading up to an in-store event, for example, a QR code on the print mailer that you send out may automatically send relevant details about who is going to be there, why the customer should come, and more to that person.

After the event, however, you can update what that QR code actually does to redirect the user to photos, video and other multimedia elements that were captured while the event was going on. Did a speaker host a question and answer session during the event? Suddenly, that same QR code can be used to deliver all that content right to the user’s smartphone to let them relive the experience (if they were there), or show them what they missed (if they, unfortunately, couldn’t make it).

Now, you don’t have to send out another print mailer with updated information because the QR code itself is inherently malleable. It can be whatever you need it to at any given moment with a few quick modifications.

A well-placed QR code can do wonders for combining the best parts of both print and digital campaigns together. More than anything, however, it gives the user a choice regarding how they want to view the information that you’re trying to get across. It allows them to pick a forum for the receipt of this data, allowing them to gain exposure to your message in the format that matters most to them.

And if you’re still unsure how to create and/or use QR Codes, give us a call – and let Futch Printing & Mailing ADDRESS all your printing needs!

Put Your Core Values on Display Through Marketing

ThinkstockPhotos-474134364The core values that you’ve dictated for your business play an important role in just about every decision that you make. What many people fail to realize is that they need to play an important role in your marketing, too. Marketing isn’t just about communicating what services you provide or what products you offer, but what type of business you represent. The customer/business relationship is one that is built on trust, and putting your core values on display through marketing is one of the best ways to strengthen that relationship both now and for all time.

It’s About Clarity
In many ways, the most important part of marketing has nothing to do with whatever new product you’re touting at the time. It’s about distilling everything – your products, your services, your employees and more – into a single message that lets the customer know who you are, what you’re trying to do, and why you’re trying to do it.

Consider the message that ends every Visa commercial you’ve ever seen, the message: “It’s everywhere you want to be.” This message isn’t overly reliant on how shiny the cards are or what perks or rewards you might get for signing up. It’s beautifully simple and conveys an important message: by signing up for a Visa card, you’ve got access to a trusted financial resource anywhere you could possibly need it. You’ve got a partner that you can depend on, day in and day out.

That one simple message is one of the single best examples of putting your core values on display for your audience through marketing in the modern era. It says everything that you need to know about what type of company Visa is AND what type of service they offer in six short words.

Honesty and Integrity Can Also Mean Humility, Too
If you’ve decided that two of the most important core values for your business are honesty and integrity, you need to accept the fact that the best way to display this to your audience will not necessarily always be positive.

Consider what happens when you make a mistake as a business owner. Maybe you released a product and said that it did one thing, while it really did another. Maybe you claimed that it did one thing really well, when in reality, it was barely functional and not ready for public consumption. These are the types of mistakes that business owners make on a regular basis – it’s a fact of life.

The thing that separates the successful business owners from the ones who quickly disappear, however, is what they do next. If you’ve always told your customers that you value honesty and integrity, the path is clear: you own up to your mistake in your marketing. You acknowledge the problem as a learning opportunity and pledge to take the experience and use it to do better work in the future.

It’s something that you see time and again. Coca-Cola introduced the stunning disaster that was New Coke in 1985. Microsoft released the Windows 8 operating system. What do these businesses have in common? They’re still around, thanks to the fact that they understood that the core values of honesty and integrity sometimes mean humility, too. They admitted that they made mistakes, apologized to their customers, and pledged to do better in the future.

Far too many business owners label the core values of their business as “not for public consumption.” Now, more than ever, the relationship between a business and its customers is one that is forged from a strong sense of transparency. One of the best ways to show your customers what type of business you are is to let those core values reflect outward with your marketing materials.

Pro-Tips For Rocking Your Next Trade Show

ThinkstockPhotos-482400767 If you’ve ever worked a boring booth at a trade show, you’ve most likely been the victim of the “avoiders.” Those passers-by who liken you to Medusa and refuse to look your way for fear of being turned to stone. You notice them by the way they engage actively with booth 1145, take a quick glance at your booth with that lonely poster and brochure, and then, hurriedly walk past you with their eyes carefully averted. After enough of these avoiders, you may start to wish you had some of those smiley-faced, squishy stress-balls to throw at them.

This year, with some careful planning and a little creativity, you may be able to grab people’s attention and keep them engaged without resorting to assault and battery. Obviously, the lengths that you go to create interest at your booth may be limited by your budget, so it’s important to think about what this trade show means to your business and how engaging 10, 50, or even 1000 target individuals may bring more work your way in the coming months. Once you’ve got your budget ironed out, you can start getting those creative juices flowing.

Get Out Your Lasso
You know from experience that the hardest part of working a trade show booth is getting people to look at you, right? What if your booth looked like they just stepped into the hottest casino in Vegas? Or, they’re stepping into a game show hosted by loud and enthusiastic individuals? Being active and/or unconventional is key to attracting attention. The possibilities are only limited by your imagination, and here are some favorites to get your mind flowing:

  • Superhero or celebrity photo ops. Invent a superhero to represent your company and have him or her available for photo opportunities with booth guests. It may seem a bit corny, but it works. The same is true for celebrity look-alikes. Be sure to get their card so you can send them the pic after the show.
  • Wheel of Fortune. Nothing screams “come here now” more than the chance to win fabulous and exciting merchandise (or your services).
  • Create a treasure map leading to your booth. This may require some cooperation on the part of the venue, but placing arrows or words on the floor that lead people to your booth can create intrigue and bring people in.

Whatever you decide, make it fun and interactive. Think Disneyland for adults.

Build Excitement in Advance of the Show
Regardless of what genius idea has emerged from your mind, it’s important to create a sense of anticipation among your clients and prospects. Sending out formal printed invitations or periodic emails revealing a little something more about what’s in store for them when they visit will get them chomping at the bit to visit your booth.

Have Quality Informational Products to Hand Out
You get very few chances to make an impression once you get people into your booth. Once they’re there, make your efforts count by providing them with unique, high-quality informational products (such as full color brochures) that will not just stay in the bag in the closet when they get home.

Follow-up After the Show with Everyone
Hopefully, your venue will provide a mailing list of all of the participants so you can send out follow-up correspondence to those you saw and those you missed. If no list is provided, be absolutely sure you get business cards from the people you talk to and connect with them ASAP! The more opportunities you have to make an impression, the better.

And if you need any additional help planning your next trade show booth, give us a call – and let Futch Printing & Mailing ADDRESS all your printing needs!

What Mountain Biking Can Teach You About Business Strategy


If you’ve ever been on a mountain bike and felt the exhilaration of barreling down some well-worn single-track, you’ve likely also felt the pain of crashing headfirst into a tree. You might’ve sat there dazed, thinking, “what went wrong?” while you picked the leaves out of your helmet. You were trying so hard to avoid hitting that tree. How could you have hit it? The answer is really kind of crazy.

The most successful mountain bikers stick to these simple words of wisdom – “look where you want to go.” For some strange reason, your brain sees you looking at something and interprets that as, “ I want.” So, your brain does its best to give you what you’re paying all that attention to. If you’re cruising down the road staring at a tree chanting, “please don’t hit that” under your breath, chances are, you’re going to look yourself straight into that tree. To avoid the tree, you simply have to look at the road you want to travel.

These same words of wisdom can have many applications in life, especially when it comes to your business strategy. How many times have you heard of businesses failing for one reason or another? Is it possible that the owners’ focus was not on the success of the business, but rather on the fear of failure? Did those owners “look” their businesses off of a cliff because they were so afraid of failing? Probably.

Like those successful mountain bikers, the most successful business owners focus on success and not on failure. They have a clear view of the path they want their business to take. They have a clear view of the customers they want to serve. They have a clear view of what their business is about. How do they get that focus? It’s really a three-step process.

1. Re-train Your Mind
As human beings, we have a natural fear of the unknown. If you’ve never done this particular business, you have very little idea of the exact plan that will make your business profitable. This is scary, no doubt. But, if you can train your mind to be OK with that unknown, you can focus your energies on the success of your business, rather than sitting in the fear of the unknown. How do you do that? Well, a good way to start is to understand when that fear starts talking to you; when the only thing going on in your head is worry. Understanding that that is fear and saying to yourself, “I don’t know what’s going to happen and I’m OK with that,” can turn off the worry and allow you to focus on success.

2. Create Your Path
Before you start your business, and periodically after that (think one-year plans), sit down for a few hours and write about your business. What is your product or service about? Who does your product or service appeal to? Where do these people hang out? How can you reach them? Having a clear understanding of these things will help you focus your marketing energy moving forward.

3. Travel Your Path
Now that you’re looking towards the path of success, you can move forward. You have the time and energy to focus on the specific marketing strategies that will make your business a success. Whether it’s designing your next brochure about the services you offer, or planning your next direct mail campaign, you have the right mindset to go about making your business a success.

And if you’re still not sure how to proceed with your next marketing project, give us a call – and let Futch Printing & Mailing ADDRESS all your printing needs!

Typography and Your Brand: The Way Your Message Looks Will Affect the Way It Feels


As a marketer, a huge amount of your time is spent crafting the perfect message to really grab hold of the attention of your target audience in a way that they will be unable to break away from. The words that you’re using are so important that many people fail to pay enough attention to another element that is just as necessary: typography. Simply put, the way that your message looks can ultimately affect everything from the way the reader digests it to how it is interpreted in a number of different ways.

What Your Typography Says About You
The term typography does not refer to any one particular type of font, but rather an entire family of fonts. Serif and Sans Serif are two different fonts, for example, but they both belong to the same family. Serif and Times New Roman, on the other hand, are two completely different font families.

Simple typography selection can actually be a great way to make a particular impression on your reader even before they’ve had a chance to digest what your marketing materials are saying. Serif fonts tend to invoke a feeling of professionalism or traditionalism, for example, while fonts designed to mimic handwriting tend to come off as much more casual and approachable. Script fonts tend to be perceived as more formal. As a result, when crafting your buyer personas you should be thinking about not only what they want you to say, but how they want you to say it. An older target audience would likely respond more to Serif typography, whereas a younger audience may prefer the additional friendliness that handwriting-style typography conveys.

Brand Consistency
One of the major benefits of making strong typography choices in your marketing materials feeds back into the larger idea of brand consistency. Take the typography of your corporate logo as just one example. By making a strong typeface decision early in the designing process and using the same overarching idea across all mediums, you can make all of your communications feel like they’re coming from the same place. If your print flyer uses the same basic typography selection as your website, for example, they suddenly feel like they’re coming from one place even though they’re being digested via two incredibly different forms of communication.

Controlling Pace with Typography
Typography can also be a great, subtle way to dictate the speed at which certain marketing materials can be read. Say you have a 500-word print flyer that you can’t edit to be shorter, but also are afraid may be overwhelming to the reader. By using a different typography selection to highlight certain key points, you’re immediately commanding the reader to stop and pay attention to those lines. All of the information is still there, but if their eye is naturally drawn to the contrasting typography (as it likely will be), they can skim the entire flyer if they want and still walk away with the message you wanted them to receive.

These are just a few of the ways that typography ultimately feeds into how successfully your message is received by your target audience. By taking a deeper level of control over typography, in addition to crafting the specific message you’re trying to convey based on word-choice, your brand stands a much better chance of making the type of positive and meaningful impact on your target audience that you were after in the first place.

And if you’re still not quite sure of which font to choose for your next marketing project, give us a call – and let Futch Printing & Mailing ADDRESS all your printing needs!