Offering clients the highest quality print solutions since 1994.
Heritage Print Solutions

All posts in Uncategorized

Good marketing consultants know marketing inside and out. Some will even have expertise in your field. However, none will know your business and customers like you do. Before they can devise a strategy, they’ll need to pick your brain to learn some key things about your customers and offerings:

1. Buyer Personas

Most marketing consultants will begin by figuring out who your buyers really are. This isn’t necessarily the person who uses your product or service. For example, if you offer productivity tools for busy executives, your buyers may be the executives themselves — or their assistants or the IT people in charge of managing business tools.

Buyer personas are the foundation of any good marketing strategy because the value propositions, messaging, and channels will be tailored to each persona.

2. Benefits and Differentiators

Marketing is all about convincing people to take the next step that brings them closer to becoming your customer. People often focus on WHAT their product does — its features. Your marketing consultant will need to know WHY people care — the benefits.

If you offer an army of virtual assistants, your customers can use your service to offload low-value tasks. That’s a great feature. However, the compelling BENEFIT is that your customer gets all of that time and brainpower back, so they can apply it to the higher-value tasks that they never actually get to do.

3. Buyer Journeys

Marketing is about optimizing each buyer’s journey, making it easier and more compelling for them to take each next step — ultimately becoming a customer.

Gather details about your current sales funnel to give your consultant a head start:

How many people visit your website?
How do they find you?
How many interactions does it take before someone buys?

The advantage of email marketing is that it allows you to reach your customers directly. No longer dependent on clicks to a broadly distributed web ad, you are able to target your promotional material directly to the people who are most interested. But how can you accomplish this? No one likes receiving the unsolicited emails that fill our junk folders every day. The secret to keeping your advertising copy out of the spam folder and providing value to your customers is data quality.

Data quality consists of targeting the correct demographic and ensuring that those on your list have already expressed interest. Pulling general email lists from other sources will have the

opposite effect, only serving to alienate potential customers when you want to provide a service for a need they have already expressed. A properly targeted mailing list with quality, current data is without a doubt the most powerful tool in the advertiser’s toolbox, but there is often confusion on how to build this list.

The first data quality principle to follow is market segmentation. Divide your customer base into categories based on their expressed interests and your prior business relationships. For example, if you’re selling books and Customer A reads crime novels, she should be added to the mailing list for crime fiction and not for romance. Based on the data, separate your customer classes, market to their interests and you will see a far higher conversion rate.

The second data principle is to build your list organically from previous sales. You should never miss an opportunity to collect an email address after a successful interaction since that will allow you to reconnect for future promotions with a client who already knows and trusts you. Remember, every successful sale is the best advertising for a future sale.

After much thought and research you’ve decided that printed collateral is exactly what your business needs to reach the next level of success. Now all you need to do is select the printed collateral options that will work best for you and your company. Here at Latka Communications we understand that each business has unique printed collateral needs, but here are some common options that can work for your company.

Business Cards

Business cards are probably the most important print collateral option your business can invest in. Your business card is a lot like your handshake in that the impression it leaves on potential costumers and clients can make or break important deals. Not having a business card to present to these potential clients is similar to forgetting to introduce yourself and can lead to many missed opportunities. The importance of a good business card really cannot be overstated, so be sure to get it right.

The Sales-Package

Nowadays a lot of companies are moving away from printed materials to strictly online materials. That’s a riskier strategy than most realize. Online materials puts the sales initiative onto the client. You have to cross your fingers that a potential client will root around your online documents and take away the important pieces by themselves. Printed materials gives you back the sales initiative. You can highlight and point out the most important parts to really hit home your sales pitch to your client with printed collateral. Printed brochures, product fact sheets, estimated invoices, and so much more can be incorporated into your very own printed sales-package.

Odds & Ends

The odds and ends like envelopes, letterheads, envelopes, and more are great printed collateral options to tie everything together and present a complete and coherent image for your business. At the end of the day it is this coherent, professional vision that printed collateral brings to your business that will help you make the important deals.

One of the most often misused tools of any business, marketing collateral can be leveraged in amazing ways. Defined as the collection of ads and media used to support and grow one’s business, marketing collateral is often thought to be mere accessories to a business when, in all actuality, they can be the very lifeblood of any thriving company. Not to worry. If you need help finding better ways to use your marketing collateral to garner more attention, keep reading.

Appeal to Emotions

First and foremost, one of the best and easiest ways to better leverage your marketing collateral is by using writing copy that appeals to the emotions of consumers. For instance, if you are selling bug spray, showing a woman in a swarm of angry mosquitoes would be a very great way to appeal to the emotions of consumers. By doing this, you will find that more customers are compelled to try your product as the jolt to their senses will leave them looking for a new solution to their issue.

Call to Action

Another important element of marketing collateral is to ensure it includes a quality call to action, or a word or phrase requesting that the customer purchases your product or service immediately. Although this may seem like a minuscule task, by presenting the customers with a problem and insisting that they immediately try your product and service to fix it, many customers will find themselves drawn to your page or site in order to quell the unpleasant emotions being created by the mere thought of experiencing the scenario you have presented.

Overall, marketing collateral can be a highly influential tool. Nevertheless, unless you are aware of how to use these tools effectively, they amount to little more than collateral damage.

Testimonials and reviews from satisfied customers speak volumes about your business, and there’s no better way to show that your business delivers with integrity. With online reviews readily available for most any product or service, customer testimonials are now part of the sales and marketing process. Potential clients looking to do business with you want to know if previous customers and clients are happy with your service or product.

Ratings and point scores offer an at-a-glance measure of your business’s quality of service, but they lack a personal perspective. A customer testimonial gives the potential customer a personal view of what it’s like to have your product or service, and the positive feelings associated with it. When we read anything from another person’s point of view, we automatically picture ourselves in the same situation. When a potential client reads a positive customer tutorial, they get a mental preview of themselves being satisfied with your product or service. That kind of positive emotional association is immensely helpful in converting that potential client into a buying customer. When it comes time to put money down, they already feel good about what they’re getting, because they know others did the same thing.

Some customers like giving testimonials and writing reviews, and will give one at any opportunity. Some customers, though, as much as they like to read reviews and see testimonials, won’t offer one of their own up, unless you ask them. So, ask your satisfied clients for testimonials and reviews! They won’t all want to, but remember that every review and testimonial you get gives you more credibility, and every potential client gets another opportunity to see themselves in the satisfied customer in front of them.

Print stands out in a digital world because it is much more personal. Printed brochures, newsletters and fliers give you something to touch and to hold in your hands. Printed media arouses the senses. You can enjoy the musky aroma of fresh ink, the sound of flipping pages, and the visual attraction of colorful imagery.

A customer can thumb through a printed catalog. Friends can glue printed invitations into scrapbooks or add them to keepsake boxes. Potential clients can pin business cards to a bulletin board or save them for future reference. During meetings, a businessperson can take notes in the margins of a printed report. People can crumple letters and try to hit their trashcans from across the room. Sometimes digital media just isn’t as satisfying as its printed counterpart.

Print stands out in the marketing world, a world in which digital media can become overwhelming. Printed materials are certainly longer-lasting because they do not disappear with the click of a link. Smaller printed promotional items, such as ink pens, matchbook covers and notepads are a good value and always appreciated. Keeping logo and contact information in front of customers is very important, and these type of printed items work well to perform that function.

Printed calendars are also good marketing tools. Customers love to receive free calendars with helpful information. Reaching out to rural, farming communities? Add planting dates and moon phases to your calendars. If in the city, add favorite holidays and gift ideas.

Printed materials are the workhorses that can get the job done. Examples include brochures, stationery, promotional materials, price lists, fliers, newsletters, business cards, calendars, annual reports, invitations, signs, sales papers, newspapers and books. Digital has a big place in today’s world, but when you’re looking for the personal touch, choose print.

The time to think about and prepare for your next trade show is right after your last one. A debrief is more than a post mortem about how what went well and what needs to change. What you’re going to do about it is the foundation of your action plan for the next trade show. Before you hit the trade show floor, having your game plan, your players, and your props in order is important to make a serious impact on trade show attendees – potential prospects and customers.

Attracting Attention

Answering the questions of who, what, where, when, why, and how points you in the direction of your target audience. A trade show offers a limited amount of time to grab your prospect’s attention. Knowing who you want to attract helps you with the next step:

Choosing What to Share

When you’re working a trade show, it’s crucial that you know what to say, how to say it, and in what order to say it. Working on this ahead of time, with your target audience in mind, you can develop maximum verbal efficiency with minimal time. You’ll be able to deliver the information about your product or service that people need to receive in order to take things to the next level.


This is mostly about how to present your facts with flair and style. There’s a fine line between a smooth delivery and vulgar intrusiveness. What works best for you depends on a happy balance of you, your product, and your target audience.

In Conclusion

Participating in a trade show is about getting the word out about present and future products and services. Preparation beforehand increases the chances of connecting with those who want what you have to offer.

In your quest to expand your company, it’s important to put your best foot forward when marketing to other businesses to get them to buy from you or hire you. While having a good work ethic, competitive pricing, and superior product are all great strategies, you need to get your foot in the door first. In this digital age, print can have a big role in how you conduct your B2B marketing strategy, and in how successful it will be overall.

Location, Location, Location

Printed marketing materials are easy to distribute to a large room of business professionals. Simply make an appealing flyer, brochure, or other printed piece, then at any upcoming forum or conference you can hand out those pieces to prospective trade customers. Because everyone is there to share information and network anyways, print marketing can be seen as a much more positively received move than emailing the attendees at another time. As well, given the focus of the forum or conference those business professionals will be more likely to look at your work and read it thoroughly.


For many established business people, print materials still give a feeling that digital marketing lacks. The burst of color, the feel of the paper- it has a physical presence they identify with, and are more likely to look over your printed materials than a simple online message.


The fact is many business professionals still read the newspaper and magazine. Communicating to them through the medium they have been familiar with their whole lives is a smart move, and will connect with them faster than a solely online focused marketing attempt.


Print isn’t close to being gone in B2B Marketing efforts. Use it wisely and you’ll see it still has much to offer

Simplicity is ultimate sophistication when it comes to designing your fundraising direct mail. It needs to be in such a way that grabs the recipient’s attention. Indeed, the more details you add, the more likely that your mail will end being trashed. Below are three vital ideas to incorporate in your mail’s design that actually work.

Pre-empt what they will see first and make it visible
Most people only skim through mails. Making sure that your headings are bolded ascertains that your reader has a higher chance of noticing your message. Ensure that pictures incorporated on your mail have captions, and that the PS is in bold. Your recipient should just glance at your mail, see and understand what it is about and heed the call to action.

Make it brief
In as much as your mail needs to be compelling, making it long only increases the probability of it losing meaning. Design it in such a way that it has great but contextual content. Try not to sound too corporate while picking out a message. Practicing a little ‘donor-centricity’ by not necessarily praising your course but by appraising your donors could also increase your intended fundraising proceeds. Make use of bullet point and short paragraphs as they are easier to skim through.

Be specific
Prior knowledge of your intended audience forearms you with knowledge on how much they could be able to raise. People tend to give more when you give them a certain range of specific amounts. Therefore, including a phrase such as ,’Your most generous contribution of $100,$150, $200 or more will go a long way in helping us realize our objective’, will work in your favor.

Fundraising through direct mail is a less costly way of raising money. Done the right way, it is the most efficient method of reaching out to potential donors.

In the age of digital marketing, printed materials have fallen by the wayside. We believe this is a tragedy; print is still relevant! Digital marketing is the perfect way to boost brand recognition for a business, but it does little to market to people coming through the door. Face-to-face marketing is often neglected by many agencies, but we want to change that. We love print and here’s why you should love it as well:

Computers Glitch

How many times have you had your computer shut down in the middle of a task? It happens to the best of us and while someone may have been about to open your email newsletter or click on that paid ad, they may lose interest after their computer crashes. Printed advertisements work even when the internet is down and still boost your brand’s recognition in the community.

Countless Options

Think printed advertisements are nothing more than oversized posters? Think again. Printed ads are as versatile as you need them to be. Whether you’re looking for a beautiful business card to hand to clients or need a services pamphlet to pass out at a convention, print makes it possible. Best of all, you’ll still be able to include your website information, letting you market to potential customers both online and off.

Affordable Marketing Across Town

When you cultivate an online presence and neglect to include printed materials in your marketing strategy, it can be difficult to spread awareness of your brand across the community. Even better, printed advertisements are affordable for businesses of all sizes.

Continue to build your online presence while also making your community aware of your services with printed advertisements. From door hangers to pamphlets, print materials can help any company improve the effectiveness of their marketing strategy. Don’t believe the hype—print is still awesome!