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 When print is built on outdated assumptions, it becomes a missed opportunity.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Myth #1: “Everyone's online now—print is outdated.”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

Post a Comment

Popular posts from this blog

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...
Post a Comment
Read more

Dad-Approved Print Marketing: Tough, Practical, and Built to Last

  Father’s Day may be behind us, but the dad energy lives on. You know what we’re talking about—classic dad traits: practical, no-nonsense, a little sarcastic, probably wearing cargo shorts, and definitely giving side-eye to your “modern” marketing campaign. And if we’re being honest? Your next print project could probably use a little more of that. So let’s take a moment—post-Father’s Day—to appreciate what dads (and dad-like marketing) have always done best: kept things simple, sturdy, and surprisingly effective. Here’s what your next print piece might look like if it were designed by everyone’s favorite unofficial brand strategist: Dad. 1. Paper So Thick It Could Be a Coaster If your brochure can't double as a shim for a wobbly table leg, your dad would probably question your paper choice. He doesn’t believe in flimsy print. Neither should you. Thick stock = serious message. 2. Fonts You Can Read From Across the Garage Your dad doesn’t “squint at design.” He wants to se...
Post a Comment
Read more

You Found Us—Now Let’s Make Something Brilliant Together

We’ve been doing a happy dance over here (printer-safe, of course) because our blog has seen a huge spike in readers lately—and we just want to say: thank you . Whether you’re a longtime follower or just stumbled in for a tip or two, we’re thrilled you’re here. Our mission? To make printing feel less like a mystery and more like a creative adventure. From clever packaging ideas to troubleshooting tips, we love sharing what we know—and we love hearing from you even more. 💬 Let’s Keep the Conversation Going If you’ve found something helpful, inspiring, or just plain fun here, don’t keep it to yourself! Comment below —ask us your burning printing questions, share your favorite tip, or just say hi. Share the blog with your team, your clients, or your fellow print nerds. The more, the merrier. Follow us on Facebook and X  for even more ideas, behind-the-scenes peeks, and quick tips you can actually use. We’re constantly posting new content to help you get the most out of your...
Post a Comment
Read more