The 3 Laws Smart Marketers Use to Make Print Materials Work

Understanding the principles behind effective marketing can make a substantial difference in how your print materials perform.

Whether you're creating brochures, flyers, or other printed assets, these three marketing laws can guide your decisions and help you achieve better results.

1. The Law of Focus: Narrow Your Message to Amplify Its Impact

In marketing and print design, the more specific your message, the more powerful its effect.

The Law of Focus reminds us that a clear, singular message cuts through the noise and speaks directly to the audience. When it comes to print materials, instead of trying to communicate everything your business offers, focus on one key product, service, or benefit that will resonate most with your audience.

A focused message helps your customers quickly understand what you're offering and why they should pay attention. By emphasizing one thing, you make it easier for your audience to take action and connect with your brand.

2. The Law of Sacrifice: Do Less, Achieve More

The Law of Sacrifice teaches us that to succeed, it’s important to let go of things that don't serve the bigger goal.

In print, this means simplifying your design and messaging. Overloading your materials with too much content can confuse your audience and dilute the impact of your message.

Instead, concentrate on the most important elements that will resonate with your audience. If you’re creating a postcard, for example, focus on one offer or product feature, rather than trying to include everything. By doing less, you make it easier for your audience to grasp your message and act on it.

3. The Law of Exclusivity: Stand Out by Differentiating Yourself

In a crowded marketplace, it’s essential to distinguish yourself from the competition.

The Law of Exclusivity emphasizes the importance of differentiation. When your print materials stand out and offer something unique, they become more memorable and impactful.

Whether through a distinctive design, unique messaging, or a special feature, find ways to make your print materials different from what’s already out there. This differentiation is what makes your brand stand out and creates a stronger connection with your target audience.

Making Smarter Print Decisions

By applying these marketing laws, you can create print materials that have a greater impact, resonate more deeply with your audience, and stand out from the competition. Keep the focus clear, simplify your messaging, and make your brand unique.

Want to take your print materials to the next level? Implement these principles and watch how they help you achieve more with your print marketing.

The 22 Immutable Laws of Marketing

by Al Ries & Jack Trout

There are laws of nature, so why shouldn't there be laws of marketing?

As Al Ries and Jack Trout—the world-renowned marketing consultants and bestselling authors of Positioning—note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity. Why then, they ask, shouldn't there also be laws of marketing that must be followed to launch and maintain winning brands? In The 22 Immutable Laws of Marketing, Ries and Trout offer a compendium of twenty-two innovative rules for understanding and succeeding in the international marketplace. From the Law of Leadership, to The Law of the Category, to The Law of the Mind, these valuable insights stand the test of time and present a clear path to successful products. Violate them at your own risk.