These days, it’s easy to say, “I do all my marketing online.” With Facebook fan pages, Twitter, LinkedIn, and an erstwhile website, print promotional material may seem passe.

It’s not.

Whether it’s a brochure, flyer, newsletter, poster, or postcard, that print media helps reinforce your brand and keep your name in front of customers.  For small businesses, this is doubly important for growth.  The prospect that has something tangible in her files is the prospect that is likely to call or visit your website to get more information on your products or services.  Visibility gets results, and sometimes that well-designed postcard in the mail can remind your prospect that it’s time to reorder supplies or call for service.

If you sell products, having a print catalog to complement your online offerings can also boost sales.  Picture the restaurant manager sitting in the back room getting ready to order a new coffee machine or dishes.  He circles what he thinks will work, then brings the catalog to the owner, who has come into the back room to review some paperwork.  The owner tilts her head, then points at the product next to it (which, depending on how your website is set up, she may not be able to do.)  “I’d prefer that one,” she says.  “Order it.”  And he does, because he has the supplier’s contact information, the product number, and the catalog reference number in his hand.

Regardless of which media you use, however, the copy must be impeccable.  It doesn’t have to be extremely formal, but it does need to be grammatically correct, written in a style that your customers will respond to, and spelled correctly.  It should include all the information your customer needs to get in touch with you, including your URL.