Online and digital marketing is the first place to start for any business now – in fact, not having a good online presence is a surefire way to put most new customers off. But there is still a place and a role for print marketing for small businesses. It shows you’re serious enough to have made an investment of time and money into your marketing, and there’s a different psychology around how people feel about reading something that’s physically in front of them too. There’s a level of trust there that reading online doesn’t always carry in the same way.

So there’s definitely an argument for creating printed marketing for your small business – it’s just a question of choosing the right ones, and designing them in a way that’s going to have the right impact for the investment you’ve made. Think about what you keep as a consumer of printed stuff and what you throw away, and apply that to the recipients of your business material. What’s yours going to have in it that will entice people to read it, act on it, and save it for future reference – not just put it straight in the recycling?

Here are some examples of targeted print marketing materials for small businesses that could give you more exposure and new customers than online presence and digital marketing alone:

Flyers & Local Leaflet Drops

Example: a cleaning company might print and deliver flyers door-to-door in a 3-mile radius, offering a new customer discount.
Why it works: it’s targeted to the area they want to operate it, and it’s more cost-effective than similar targeted online ads.

Branded Packaging Inserts

Example: an Etsy candle seller could include a small printed thank-you note and discount card in each order.
Why it works: this personal touch builds loyalty and encourages repeat orders, and it’s much more memorable than a post-purchase email that may not even be opened.

Event & Class Posters

Example: a yoga studio could put up posters in nearby wellness centres, cafés, and community boards advertising upcoming retreats or classes.
Why it works: it reaches people who are physically in the right space to read the message – relaxed and in the right mindset to think about what’s on offer, unlike an online ad which could be juxtaposed with anything.

Loyalty Cards and Promotions

Example: a local café could use printed stamp cards (buy 9 coffees, get 1 free).
Why it works: it’s visible in the purse or wallet, easy to use, and is cheaper to produce than a loyalty app or social media campaign.

Luxury Business Cards

Example: a photographer might hand out beautifully designed, premium-feel business cards at events and networking.
Why it works: they stand out, they reinforce the brand image of quality and luxury, and are likely to be kept longer than a phone number typed into a note.

Direct Mail Campaigns

Example: local estate agents often send out well-designed postcards with recent home sales in the area, including a QR code linking to a free valuation tool that also gathers email addresses (with permission!).
Why it works: even though it’s a cold contact, homeowners are more likely to keep or act on a quality postcard that’s been sent by a local agent than click a generic online ad.

Brochures in Strategic Places

Example: a financial planner could leave services brochures in local law firms, estate agents, and co-working spaces.
Why it works: these are trusted spaces with a relevant audience, who will spend time reading the longer form content because they are already interested – this is perfect for more detailed print materials.

Local Magazines & Newsletters

Example: a boutique clothing shop might put a tasteful ad in a well-read local lifestyle magazine.
Why it works: the magazine is already trusted and read by the shop’s target customers – so the advert already comes with that seal of approval, and will build awareness of the shop among people who appreciate and aspire to the products and implied lifestyle it sells.

Writing for Print Media

Of course, the key to any printed materials’ success is to write and design them well too. People read and consume printed words differently to online ones, and they’re around a lot longer as well – so they’ve got to be right.

The way you write and design your printed materials will differ from project to project and what you’re trying to achieve, but keep this in mind: with print media, you already have your reader’s attention, so use it wisely. Print readers are more focused and less distracted than online ones, and you can go a bit deeper with the amount of text you write as well – but it’s still important to use headlines, subheadings, a clear structure, and an obvious reason for your reader to keep hold of it for future reference. Your space is finite, though, unlike most online marketing – so make sure it’s not overcrowded, and the message and purpose stay clear.

Call to Action

Also remember that your calls to action will need to be different – they will all require effort and more actual physical action from the reader than a simple link. So make sure it’s really clear and really easy – a QR code for a sign up, an easy-to-remember web address to book a call, or an address and postcode for physical premises.

And my final piece of advice is this: proofread religiously!! Print is expensive to correct, and can’t be changed at all once it’s out there, so there really is no room for error. It’s a first impression of your brand that is still so important – so if this is often a problem area for you, do get someone (or several someones) to scrutinise everything line by line before you send to print.

Creating anything in hard copy is an investment – in terms of the printing, and also your time in writing and designing it – but if you do it right, it can reap you a host of rewards in sales and loyal customers that digital marketing just can’t touch.

Learn More from a Writing Club Expert

Print marketing for small businesses is my theme this month, and my Writing Club’s KnowHow video this month features Natalie Murray, brand strategist and designer, who’s talking to me in-depth about investing in print marketing materials for your business – what to create, when to do it, and what to know when you’re designing it yourself. This and every other KnowHow video is available to members 24/7 in my online library. Find out more about Writing Club membership