Turning Print Doubters into Believers

“It’s an investment worth nothing”

— Gretchen, March 2019

“It’s been a life changer … Every preconceived notion and skepticism I had was squashed and Peloton has proven to be the best investment I could’ve possibly made”

— Gretchen, February 2022

This is one of three ads I found in the Wall Street Journal this morning. That first line was “above the fold,” and it caught my attention. The other two are similar with doubters doubting before trying the exercise bicycle for themselves becoming believers believing.

Based on this brilliant campaign idea, I’ve got two suggestions for you …

First, if you have a “Gretchen,” make it into a story. Others who share the belief that print is dead and “an investment worth nothing” could be swayed by such a testimonial. Make a case study or a video and get it out there.

Second, make the point anyway. Take on the belief that digital marketing is superior to print by demonstrating it firsthand. Note: If you can’t, that’s really saying something. Here’s my idea …

Create a mailing with the words, “Print is dead” on the envelope or on one side of a postcard. Then, on the piece itself continue with, “… And yet here you are reading our message.”

More: “How many emails will you get today? How many of them are deleted without being opened? How many of them are blocked by your spam filter? By comparison, how many pieces of printed mail did you get today? I bet your open ratio was far higher. My point: It doesn’t matter how strong your digital marketing message is, if no one’s reading it, it’s not working. Print works. Print differentiates. Print communicates.”

Prove to the doubter by demonstrating the value of print. Simply by reading your message, whatever argument they have becomes moot…

… And you will have your next case study.

Make sense? Want more? This is the kind of information you’ll find inside The Sales Vault, a subscription-based website found at SalesVault.pro or by calling Bill Farquharson at 781-934-7036.