Last month, we talked about the need to promote your business better in a tough economic environment and why digital on–demand offers you benefits you just can’t get from any other printing process.
In recent years, there
has been a major shift in the ways we communicate, especially with the younger
generations.
Text messaging, blogs, Facebook, MySpace and
Twitter have become major outlets for personal and social
interaction.
They are
not, however, the total answer to effectively connect with our business and
professional clients.
To borrow the thought of a famous
author, the death of the printed word has been greatly exaggerated. Truth is,
electronic communications are only effective when combined with print.
E–mail in its infancy, for example, was hailed
as the savior to business communications. It quickly replaced tons of snail
mail, faxes and even courier deliveries.
That salvation
image has been severely tarnished today by the flood of spam to our
in–boxes that some experts claim to be as much as 100 billion messages a
day.
Some direct marketers believe it’s more
cost–effective to send tens of thousands of e–mails than print and
mail a direct marketing piece.
However, the sheer volume of e–mail marketing is its downfall. Copresco believes that a successful marketing program—be it consumer or technically oriented—requires a tightly targeted plan.
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That means sending the right message to the right audience via the right medium. And that medium is digital on–demand printing.
Companies
have now gone to great lengths—and costs—to block unwanted
e–mail and protect company computers from devilish virus
attacks.
Market research professionals tell us that little
uninvited e–mail is actually read—and what is read had better be
short, sweet and to the point.
For example, a Nielsen
Norman Group report says that a typical e–mail newsletter gets about 26
seconds of a reader’s time.
Compare
this with a professionally designed piece with vivid color, photos and graphics
that not only boasts perceived value but offers your clients convenient and
comfortable reading.
Or, how about putting a
well–crafted book or manual into your customer’s hands that adds
significant value to your story?
Compare this to
downloading a 150 page PDF that you’ll have to wade through on your
computer screen or print a hard copy to digest.
Electronic
communication has its place. Text and e–mail are good tools for
messaging.
But the best choice for serious communication
and relationship building with your clients is the printed
word.
Copresco is an expert in dealing with the digitally
printed word.
So, when you need to get the word out
quickly to the right people at the right time, call Copresco.
Thanks to
Dan Dornbrook, a member of the Society of Technical Communication Chicago, for
pointing out another reason for careful proofreading.
A
high school student in Kansas caught a word–usage error on a statewide
writing test that nobody else had noticed during a two–year review process
by some 30 teachers.
He reported the error to his teacher,
who alerted state officials, much to their chagrin.
The error
was a correctly spelled word “emission” (as in auto emission testing)
that was spelled “omission.”
While the word was
spelled correctly and was the right part of speech, the error was never picked
up by computer spelling and grammar–checking software.
Catching
the error, Dan says, “required the use of human intelligence—and so
does our work.”
For more on proofreading, check out
TechTopics No.
12.
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