Skip to main content

Creating Effective Print Materials: 6 Myths That Could Be Costing You Sales

 

Print has long been one of the most trusted tools in the sales and marketing toolbox—and for good reason. It’s tangible, memorable, and capable of making a strong impression. But the way print performs depends entirely on how it's used.

Too often, materials like brochures, flyers, or rack cards fall short—not because print doesn’t work, but because the strategy behind them wasn’t clear. When print is built on outdated assumptions, it becomes a missed opportunity.

Below, we’re busting six common myths about print marketing and replacing them with strategies that actually help you sell.

Myth #1: “Everyone's online now—print is outdated.”

Fact: Print hasn’t gone anywhere.

In fact, the physical nature of printed pieces gives them staying power. According to Adobe, it takes 5 to 7 impressions before someone remembers a brand, and print can be one of the most consistent ways to create those impressions (Adobe).

Use printed materials to support your digital presence—not replace it. QR codes, promo codes, and web links can tie everything together.

Myth #2: “The more information I include, the more persuasive it will be.”

Fact: Overloading a piece with text and visuals makes it harder for your audience to know what to do next. Strong print materials do one thing well.

Examples:

  • A flyer can introduce a limited-time offer.
  • A brochure might walk through your top services.
  • A rack card could highlight key reasons to choose your business.

One message per piece is usually more effective than trying to say everything at once.

Myth #3: “Good design is enough.”

Fact: Great design grabs attention, but content drives action.

If your message isn’t clear—or isn’t focused on what matters to your audience—design alone won’t get the job done.

Start with the message:

  • What problem are you solving?
  • What does the reader need to know right now?
  • What should they do next?

Design should support those answers, not distract from them.

Myth #4: “Once I print it, my work is done.”

Fact: Design and printing are only part of the equation. What happens next—how you use and distribute the material—is where the return happens.

Ask yourself:

  • Who is this for?
  • When and where will they receive it?
  • Is my team prepared to use it during conversations or events?

Effective materials don’t work from the box—they work when they’re used purposefully.

Myth #5: “You can’t measure print.”

Fact: Print can be measured—you just have to set it up that way.

Add a campaign-specific URL, QR code, or unique promo code. Track how many redemptions, clicks, or visits come from that source.

You don’t have to guess whether your materials are working. A little planning goes a long way.

Myth #6: “Any printer will do.”

Fact: A quality print partner does more than press a button.

They’ll ask questions about your goals, recommend formats that make sense, and help you avoid common mistakes. According to Inkbot Design, print materials that support marketing goals are far more effective when the design, message, and execution all work together (Inkbot Design).

If your printer isn’t helping you think strategically, it might be time to find one who will.

Quick Recap: What Actually Works

  • Use print as a tool to reinforce brand impressions.
  • Focus on one message per piece.
  • Let design serve the message—not the other way around.
  • Have a plan for how and when you’ll use your materials.
  • Add tracking elements to see what’s working.
  • Work with a print partner who understands your sales goals.

Ready to move past the myths and start creating materials that support your sales process? Contact us today to get started!


TGS Direct

📍 16 Franics J Clarke Circle, Suite 104, Bethel, CT 06801
📞 (203) 794-1171
📧 info@tgsdirect.com
🌐 www.tgsdirect.com


Comments

Popular posts from this blog

Make a Statement with Flyers: 5 Things You Might Not Know About Effective Design

  Flyers have been around for decades, but they’re anything but old news. In fact, when done well, they can be one of the most cost-effective and attention-grabbing tools in your marketing mix. The trick? Knowing what most people miss. Here are five flyer design strategies that often go overlooked—and how you can use them to your advantage. 1. Headlines Don’t Have to Explain—They Have to Stop People Your headline isn’t a label. It’s a hook. A lot of flyers start with something safe: “Annual Clearance Sale” or “Join Us for Our Spring Open House.” That’s fine—but it’s also forgettable. If you want someone to actually read your flyer, the headline has to stop them in their tracks. Some options to consider: Ask a question: “Tired of Overpaying for Car Repairs?” Use urgency: “This Weekend Only. No Extensions.” Go bold: “You Bring the Crowd. We’ll Bring the Fireworks.” You can always explain more in the subhead. But the headline’s job is to earn that second glance. 2. White Spa...

Showcase Your Brand with Unique Printing Techniques That Reflect Your Style

  Your print materials don’t just share information—they express who you are. Whether you’re designing brochures, business cards, or product packaging, the finishing choices you make can help your brand stand out in ways that are memorable, tactile, and entirely you. But not every technique fits every brand. What feels premium to one customer might feel over-the-top to another. Here’s how to think about pairing your brand’s personality with unique printing techniques that leave a lasting impression. The Bold and Energetic Brand You’re not trying to blend in—you want to get noticed. For brands with a high-energy identity—think entertainment, retail, hospitality, events—the goal is to attract attention fast. That doesn’t mean going over the top. It means choosing finishes that emphasize movement, light, or contrast. Examples to consider: Spot UV that highlights just one element (like a logo or product image) against a matte background Neon inks for a punch of color that sta...

When to Start Planning Your Year-End Print Projects (with Stats to Back It Up)

As the leaves start to turn, savvy marketers and business owners know it’s already time to think ahead; way ahead. Year-end print projects like calendars, holiday cards, and branded gifts aren’t just festive extras; they’re powerful tools for brand visibility, customer loyalty, and employee appreciation. But timing is everything. Here’s a breakdown of when to start planning each major print category and the data that proves why early birds really do get the worm. 🗓️ Calendars: Start Planning by   July–August Why so early? Calendars are long-lead items that require design, proofing, and often bulk mailing. They’re also one of the most visible branded items used daily, all year long. Stat to know: 80% of consumers hang onto promotional calendars for the entire year, and 76% recall the brand on them months later. Pro tip: Finalize your design by September to allow for production and distribution by October. 💌 Holiday Cards: Start Planning by August Whether you’re sending...