201. You can’t curl up with a good website.

And you can’t seal an email with a kiss.

With print, things get personal. Remember your first love letter?

Paper makes a message special enough to keep. And that goes for any kind of message – whatever you’re trying to say, it always looks good on paper. You know someone’s really thought about what they’re writing. It’s a sure-fire way to impress.

You can hold a letter in your hand. Brush your fingers over the page. Even fold it and tuck it away next to your heart. It’s all this that makes paper more appealing.

There’s no question, messages carried on paper will always be a bit special.

 

• According to research, B2B magazines were viewed by prospects as more trustworthy and objective than non print media.

 

• The internet is great for facts and figures. But the printed page brings those facts and figures to life. The web is not a place to win hearts and minds. On-screen information is 20–30% more difficult to read than its printed counterpart.

 

• “Many people see email as impersonal and costless to write. People want to feel special. In marketing terms, email is transactional; paper is relational.”

  

Sources:	Stafford, M.R. & Lippold, E.M. & Sherron, C.T. (2003) June. The Contribution of Direct Mail Advertising to Average Weekly Unit Sales, Jounrnal of Advertising Research, 173-179.
	Cepifine, 2007, ‘Print Sells – Direct Mail: Print your brand in their hands’, 2007
	Cepifine, 2007, 'Print Sells – Corporate Communications: Print your brand in their hands', 2007
	Knowledge@Wharton,2008, ‘Dead-tree Medium’ No Longer: For Many Marketers, Print Outperforms Digital, March 19