Creating Effective Print Materials: 6 Myths That Could Be Costing You Sales

Creating Effective Print Materials: 6 Myths That Could Be Costing You Sales

Print has long been one of the most trusted tools in the sales and marketing toolbox—and for good reason. It’s tangible, memorable, and capable of making a strong impression. But the way print performs depends entirely on how it’s used.

Too often, materials like brochures, flyers, or rack cards fall short—not because print doesn’t work, but because the strategy behind them wasn’t clear. When print is built on outdated assumptions, it becomes a missed opportunity.

Below, we’re busting six common myths about print marketing and replacing them with strategies that actually help you sell.

Myth #1: “Everyone’s online now—print is outdated.”

Fact: Print hasn’t gone anywhere.

In fact, the physical nature of printed pieces gives them staying power. According to Adobe, it takes 5 to 7 impressions before someone remembers a brand, and print can be one of the most consistent ways to create those impressions (Adobe).

Use printed materials to support your digital presence—not replace it. QR codes, promo codes, and web links can tie everything together.

Myth #2: “The more information I include, the more persuasive it will be.”

Fact: Overloading a piece with text and visuals makes it harder for your audience to know what to do next. Strong print materials do one thing well.

Examples:

• A flyer can introduce a limited-time offer.
• A brochure might walk through your top services.
• A rack card could highlight key reasons to choose your business.

One message per piece is usually more effective than trying to say everything at once.

Myth #3: “Good design is enough.”

Fact: Great design grabs attention, but content drives action.

If your message isn’t clear—or isn’t focused on what matters to your audience—design alone won’t get the job done.

Start with the message:

• What problem are you solving?
• What does the reader need to know right now?
• What should they do next?

Design should support those answers, not distract from them.

Myth #4: “Once I print it, my work is done.”

Fact: Design and printing are only part of the equation. What happens next—how you use and distribute the material—is where the return happens.

Ask yourself:

• Who is this for?
• When and where will they receive it?
• Is my team prepared to use it during conversations or events?

Effective materials don’t work from the box—they work when they’re used purposefully.

Myth #5: “You can’t measure print.”

Fact: Print can be measured—you just have to set it up that way.

Add a campaign-specific URL, QR code, or unique promo code. Track how many redemptions, clicks, or visits come from that source.

You don’t have to guess whether your materials are working. A little planning goes a long way.

Myth #6: “Any printer will do.”

Fact: A quality print partner does more than press a button.

They’ll ask questions about your goals, recommend formats that make sense, and help you avoid common mistakes. Print materials that support marketing goals are far more effective when the design, message, and execution all work in conjunction with each other.

If your printer isn’t helping you think strategically, it might be time to find one who will.

Quick Recap: What Actually Works

• Use print as a tool to reinforce brand impressions.
• Focus on one message per piece.
• Let design serve the message—not the other way around.
• Have a plan for how and when you’ll use your materials.
• Add tracking elements to see what’s working.
• Work with a printer partner who understands your sales goals.

Ready to move past the myths and start creating materials that support your sales process? Contact us today to get started! sales@imagemarkonline.com