It seems we’re often so caught up with the world of ‘lowest price’ that we miss the value a premium product provides. We need to especially remember this in the world of print where a marketing piece, business card or letterhead can make that all important first impression.
I was reminded about this the other day when dropping off a ‘Neighbourhood Mail’ job for a customer at Canada Post. I had been doing a print test on a premium paper and forgot to take it out of the printer when I ran the paperwork for the post office.
When I handed the sheets to the lady at the front desk her eyes lit up “wow” she said, “we don’t see paper like that around here too often”!
Imagine if that was a potential customer who had just received your introduction letter. Nice paper may cost a little extra, but it can be invaluable to your brand!