Oooh, That Feels Good! … The Love of Print on Paper and How It Helps You Sell

by Kim Tonkovich; November 05, 2020

In our modern digital age of electronic communication, online shopping, social media, and everything virtual…don’t you just sometimes miss touching stuff?  Remember back in the day when if you wanted to talk to your friends, you got on your bicycle and had to go FIND them?  That was fun right?  Remember when you were in college and had an actual textbook that you could write in and highlight rather than a screen?  Oh boy, those were the days.

I’ll share with you a little secret about myself.  I absolutely loathe reading eBooks.  One of my favorite things to do on a lazy afternoon is visit my favorite local bookstore with a fresh cup of coffee, wander around the old creaky wooden floors, and smell the books.  I just love the feel and smell of a book in my hands.  Sound crazy?  Well, apparently I’m not the only one.

Between 2015 and 2018, Two Sides North America (a non-profit initiative) partnered with Toluna (a global polling firm) to conduct a study on how Americans feel about print on paper.  And here are some of their findings :

  • 73% of Americans enjoy reading a printed book or magazine over reading them on an electronic device
  • 79% feel that print on paper is more pleasant to touch than other forms of media, including 73% of 18-24 year olds
  • 88% say that they understand and retain information better when they read it in print
  • 56% of Americans believe that news stories they read in print are trustworthy, while only 35% believe what they read in social media
  • 49% of Americans prefer paper because they don’t have reliable Internet

And fun fact…in a study conducted by University College London, researchers extracted volatile organic compounds from an old book and asked blindfolded volunteers to sniff it, along with other scents like coffee, fish market, and dirty linen.  More than one third of the participants, not knowing what they were smelling, said the old book smell reminded them of chocolate.

So not only does it smell oh so good, it feels good too.  And because print on paper appeals to 3 of our 5 senses (sight, touch, and smell), as opposed to electronic communication offering only one (sight)…it just makes sense to utilize the love of paper in your marketing and advertising plans.

How should you use print collateral to help you sell?

Brochures and Leaflets can help sales reps close a deal.  Long after a meeting, your prospect will still have your brochures in hand to remind them of what you have to offer.  Brochures can also be used to leave behind in stacks on counters and in waiting rooms at other businesses in your area.  They can be printed as a single page, bi-fold, tri-fold, multi-fold, and even with custom cutouts and inserts.

Flyers are great for including in your Custom Printed Pocket Folders.  They can also easily be inserted into your customers’ bags and packages.  Flyers can be used as coupons, announcements, for brand awareness, or just about anything else you’d like to share.

If you’re on a budget, Rack Cards can be less expensive than brochures and leaflets, but are more durable than flyers.  Printed on heavier stock than flyers, usually 4” x 9”, they can be left in stacks in stands and display racks.  Rack Cards are also good for inserting into your customers’ packages and your presentation pocket folders.

Postcards are a cost-effective option for your direct mail campaigns.  Many of us get dozens of email advertisements per day and may sometimes just click the delete button without even looking at them.  Postcards are an excellent way to get your business in the hands of your prospects and existing customers.

Catalogs make as much of an impact today as they ever have.  Many people still actually prefer a printed catalog over having to browse online.  Even if your customers don’t order directly from your catalog, if you have an online store, they’re very likely to make their selections from your catalog then go online to place their order.  Custom printed catalogs can be printed on a variety of types of paper, with different finishes, and various types of binding.

Professionally printed Letterhead and Envelopes with your company logo, name, address, phone number, and website are essential for every business.  You should always use letterhead when corresponding with your customers.  And mailing in matching envelopes gives you a professional look.

Custom promotional wall, desk, or pocket Calendars are a great way to keep your business front and center with your customers all year long.  Although most of us now use electronic calendars, studies have shown that 78% of consumers still also use a printed calendar at home or at the office.

Remember, if you build it, they don’t just come.  A strong marketing campaign that includes print is absolutely essential for building brand awareness and closing sales.  Be sure to always include your contact information and website.  Use high quality paper and materials.  And have your collateral professionally printed. Keep in mind that your print materials are your sales rep on a desk.  So you want them to look sharp.

Print on Paper

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Source3Media provides creative services including brand development, graphic design, photography, videography, computer generated imagery (CGI), website development, and more.
Source3Media also provides award-winning color matching and custom printing services of your signs, posters, banners, pocket folders, brochures, flyers, manuals, forms, catalogs, disposable menus, and more.

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  • Why Do So Many People Love Print on Paper?; Two Sides North America;; July 19, 2018
  • There’s a Scientific Reason Why You Love the Smell of Old Books; Marissa Laliberte; Reader’s Digest; April 17, 2018
  • Studies Show Printed Calendars Still Make Great Advertising; Kristie Burch; JDA Promo; November 09, 2016

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