In our business, nobody needs brochures or postcards. What they need is to grow their business by communicating more effectively with their customers and prospects.

Nobody needs what you sell. What they need is what your product or service will do for them. So if you want to sell more of your product, find out what your customers and prospects want your product or service to accomplish for them, and tailor your solution to their actual needs.

Don’t sell drills. Help your customers get the holes they want.

• Die-Cuts- Using a die-cut is a great way to add interest to your piece and the possibilities are limitless. Think of a die-cut as cookie cutter that cuts your printed piece into a specific shape. Each die is made and ordered to your specifications so you can create a die to represent almost anything. Die-cuts are generally used for simple to semi-complex outlines and pieces with fine detail may require a different process such as laser cutting. Pricing varies based on the overall size of the die and your printer should assist you in creating a file to accurately represent the die cut shape.
• Foil Stamping- Adding foil to your design can help to draw attention to certain areas of your piece. Foils come in a myriad of colors and styles, but the most popular foils are the metallic colors which cover every shade from gold to green. There are also standard matte and gloss foils, and specialty foils that include options such as glitter and prismatic patterns. Again, the cost will vary based on the overall size of the piece and number of foil colors used.
• Embossing/Debossing- Using embossing or debossing to emphasize an area of your piece is a subtle and sophisticated way to add drama to a specific element. This technique is commonly used to emphasize a logo, company emblem, or important text. Embossing creates an imprint of a design into the paper itself and can be done alone or in combination with printed elements. Embossing impresses the design toward the viewer so that the element appears to rise from the paper. In contrast, debossing, impresses the design element into the paper so that the element appears to sink into the piece. The cost will vary based on the overall size of the embossed area and your printer will assist you in creating a file.

These are just a few of the custom elements that you can use to give your marketing materials a bigger impact. And don’t be afraid that you won’t be able to afford the extras. In many cases the additional cost is less than you might think.

Make sure you consult with your printer as you begin to design your piece so you can receive any set-up instructions as well as an accurate quote. Your printer should also be able to consult with you on which design elements may work best for your end use. See some samples of die-cutting, foil stamping, and embossing work here.

Next time I’ll cover several more custom printing elements that provide interest to any marketing piece.

There are  very real factors that can weigh in on what we can and cannot control–most of which are subjects for other posts on other blogs. Socioeconomic, education, and social-justice issues are just a few. However, when we go back to basics and follow simple principles they usually don’t let us down.

Keep costs down. Renegotiate with your vendors. They might be going through tough times too, but one thing you can count on is that they don’t want to lose your business. Save when you can: Having cash on hand during a credit crisis for home or business will make it easier to pay for the things you need going forward.

Invest in your employees. Numerous studies have proven that it is always more expensive to hire a replacement for an employee than it is to invest in the good ones you have. In the end, the ROI will be increased productivity, increased loyalty, and happier customers. Do right by your customers. We’re all feeling the squeeze, but I would wager that even the squeezed-iest among us would still rather pay a little more for a great product at a fair price that comes with great service than a mediocre product at a cheap price that comes with terrible service. Any joker can lower his price; don’t fall into that trap.

Invest wisely in a marketing plan that has a proven track record for you. Maybe that means going after loyal customers with a call to action that will encourage them to spend more or seeking out new customers that you can wow and retain for the long haul. 

When it comes to facing down the downturn, getting back to basics is all about what you can control.

How are you handling the economic crisis? Or, in the words of the new contest that PFL recently announced, “What recession-busting marketing tactics will you use to ensure your business comes out on top?” Share your ideas in comments, or enter the contest.