Today’s consumers have a notoriously short attention span, meaning that to be successful, marketers and their printing and mailing campaigns not only need to stand out but also communicate their messages quickly.
Consider Twitter, for example. With this social media provider, companies are allowed to communicate thoughts no longer than 140 characters. While businesses employing print materials such as brochures or postcards will have a bit more room, it doesn’t mean they should use all of it.
In an article for The MetroWest Daily News, Maureen Condon explains that small businesses need to accept that recipients are likely to do no more than skim anything that is sent to or placed in front of them. As a result, marketers will need to examine every aspect of copy, from headlines to text to layout, to ensure that consumers can grasp content easily.
“Be very clear and direct with your calls to action so they know exactly what you’d like them to do,” Condon writes for the source. “We all like to be led, not lost, when consuming content so guide your audience thoughtfully.”
Another way businesses are attracting the widest audience possible is through multi-channel marketing. Companies may want to consider combining the growing power of mobile and print, for instance, through quick response codes.
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