In an era dominated by screens and digital interactions, the humble printed material might seem like a relic of the past. However, there’s a compelling argument for why investing in physical printed materials can create a longer-lasting impression and foster deeper relationships with your customers than simply providing a digital link to online resources. Let’s explore six reasons why.

Reason #1: The Psychology of Tangibility

Humans are tactile creatures, and there’s a unique satisfaction in holding a physical object. A printed brochure, catalogue, or even a simple thank-you card has a weight and texture that a digital file simply can’t replicate. This tangibility creates a sense of value and importance, subconsciously signaling to your customer that you’ve invested time and effort into communicating with them.

Reason #2: Attribution of Value

Research has shown that people tend to attribute higher value to physical goods than to digital ones. This phenomenon, known as the “endowment effect,” means that simply owning a physical object increases its perceived value in the owner’s eyes. By giving your customers something tangible, you’re not just providing information, but you’re also offering them something of perceived value, which they are more likely to appreciate and hold onto.

Moreover, that added value gets translated into a desire to return the gift. That builds loyalty and trust.

Reason #3: The Fading Link

While digital links are convenient, they’re also easily forgotten. A customer might intend to visit your website or download your brochure later, but in the hustle and bustle of daily life, that link can get lost in the shuffle. On the other hand, a physical brochure or catalog sitting on a desk or coffee table serves as a constant reminder of your brand.

Reason #4: Building Relationships Through Personal Touch

Personal relationships are the bedrock of business success. While digital communication has its place, nothing replaces the personal touch of a physical gift. By sending a handwritten note with a printed brochure, or including a small branded item in a package, you’re demonstrating that you see your customers as more than just transactions. This personal touch can go a long way in building loyalty and fostering a sense of connection with your brand.

Reason #5: Standing Out in the Digital Noise

With inboxes overflowing with emails and social media feeds constantly updating, it’s easy for your digital messages to get lost in the noise. However, a physical piece of mail stands out. It’s a tangible reminder of your business that can’t be scrolled past or deleted with a click.

Reason #6: The Investment That Pays Off

While printed materials may have a higher upfront cost than digital resources, the long-term benefits can be significant. By creating a lasting impression, fostering stronger relationships, and standing out from the competition, you’re investing in your brand’s future.

How to Incorporate Print into Your Marketing Strategy

Here are a few ideas for incorporating printed materials into your customer interactions:

• Welcome Kits: Welcome new customers with a printed package containing information about your products or services, a handwritten note, and a small branded gift.
• Thank-You Cards: Show your appreciation for loyal customers by sending handwritten thank-you cards with a small discount or gift.
• Product Catalogues: Create beautiful product catalogues that showcase your offerings in a way that digital formats can’t match.
• Seasonal Greetings: Send printed holiday cards or newsletters to stay connected with your customers throughout the year.
• Annual Calendars: Everyone uses them. Even if they rely on their digital calendar to remind them of wha three need to do, there is nothing easier that just looking at the wall calendar, wall planner, or desk calendar to check the date and the reminders scrawled on it.

By embracing the power of print, you can create a more meaningful connection with your customers and build a brand that resonates in the long term. It’s an investment that will pay off in loyalty, trust, and ultimately, increased business success.