When you hand a client, prospect, or potential strategic partner your business card, brochure, rack card, or note card, you are putting your brand right in their hands. You have an opportunity to make an impression through touch that is not always possible when connecting online.

You only have one opportunity to make a first impression, and trust me, you don’t want to risk making a bad impression with an unprofessional marketing piece or confusing your audience with items look like they are from completely different companies.

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I have seen it over an over. One person creates a marketing piece, such as an advertisement that is really good. The ad is converting leads into sales and the marketing is seen as a success.

Unfortunately, the next thing that usually happens is that others try to copy the successful ad for their business.

Here is the problem, they don’t adjust the ad to fit their marketing or their focus and the ad fails to answer the three key questions every marketing piece must answer for its audience in order to be successful.

The result is failure and money and time wasted on a marketing piece that was copied instead of thought out and planned.

I don’t want to see you make the same mistake, so I am sharing with you the top three questions every successful marketing piece needs to answer to produce the results you want and attract the clients you want.

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Since 1997, I have purchased an incredible amount of traditional offset and digital printing for Bourn Creative and for a wide variety of clients ranging from political mailers, to annual reports, to brochures, posters, flyers, presentation folders, stickers, rack cards, and much more.

Sometimes the budgets are endless, and sometimes they’re not. Sometimes offset printing is the best choice and sometimes digital printing is the best choice. The choice between the two often depends on the quantity you need, the paper you want to use, and how fast you need your printed materials.

If you are on a tight budget and you need marketing materials printed, digital printing is an affordable solution that often yields great results.

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