When your prospects read your direct mail letter or postcard, they take in more of your message than if they’d scanned a digital ad. Online is for skimming and scrolling. Paper is for holding, reading and taking in the info.
When prospects read print, they naturally focus more on the piece – rather than having to pick out your ad on a busy screen that comes with the pings and dings of notifications and other eye-grabbing distractions. Mailings don’t usually buzz unless the marketer pays extra.
With more focus, less distraction and better reading comprehension, your prospects also remember more of your direct mail letter than any online campaign counterparts. When reading actually involves holding the paper, studies show that it creates a connection between the reader and the ideas contained therein.
The fact that it’s a print ad adds value to your offer, as people respond to your benefit listing in a way that brings it home, and they can see themselves in your offer’s solution.
Print marketing also gives you more room to make your case, especially if you’ve got the space of a direct mail letter. When you’re able to weave a tale that intrigues the reader, identifies a pain, makes a promise, cites numerous benefits, lowers the risk of taking action and pushes for that call to action in an easy-to-read, conversational style, you’re doing some strong persuasion.
Even if the reader doesn’t act then, print marketing has another quality digital marketing doesn’t. Customers keep your marketing piece in their homes and will save your discount coupon for future use.
With all factors lined up, print has a higher response rate than online media, and when integrated with a balanced online/offline campaign, it helps boost response for ads in other platforms and generates better recall for those who see the other types of advertising. No wonder print is so persuasive.