“Pickls” and Post-its: The Staying Power of Print

When I walked into the office today, my gaze landed on a yellow Post-it note that’s been stuck on the wall next to my desk for well over a year:

i Love my Dad more then Pickls

My daughter, who is a huge fan of pickles, wrote that two years ago, and I still smile every time I see it.

She now knows how to spell pickles correctly. She still writes me cute notes every once in a while, but now she sends them as texts via an app on her Kindle. Seeing that Post-it this morning make me realize that I haven’t printed or saved any of them—not even the ones loaded with emoticons. What does this say about the relative value of analogue connections?

Even though the Internet and digital media enable us to connect more easily with friends, family, and customers anywhere in the world, those connections have a different “feel” than those with a physical component, such as face-to-face meetings, handwritten letters, and high-quality printed marketing pieces that arrive via snail mail.

The theory of haptics goes a long way toward explaining why we interact with print differently from how we interact with digital media. We pay attention to and engage with print more than we do with digital, too. And when compared with digital media, physical items have unrivaled staying power in our lives. We cherish the Post-its and birthday cards but often delete texts without a second thought.

That’s why, two years after my daughter wrote it, I still have the little square of yellow paper with her handwritten comparison of me and “Pickls” on it. That’s why people have shoeboxes full of old love letters. That’s why, even in this age of quick and easy photo sharing through Instagram and Facebook, people still love to send—and receive—printed vacation postcards.

And that’s why well-designed, high-quality print media such as branded magazines can have a huge positive impact on your communication efforts. People connect with print. And as I’ve pointed out before, “Magazines have staying power—both on people’s minds and on their desks.”

True, branded magazines rarely include heartfelt sentiments about parents and preserved vegetables. But they do contain information that’s of value to your customers and prospects—and it’s delivered in a format that’s appealing, engaging, and memorable. If you give branded magazines a try, you may find that you like them just as much as (or even more than) you like “Pickls”!




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