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Your business model could be inspirational and your product could be revolutionary, but both of these things are irrelevant if nobody knows about your brand. Marketing materials help you introduce your business, explain what you offer and give potential customers a reason to remember you.
From business cards and flyers to brochures, leaflets and branded stationery, the right materials can make your business look more professional, more consistent and easier to engage with.
Marketing materials are the digital and print products you use to communicate with your target audience and your existing customer base. With items such as business cards, flyers, brochures and leaflets, you can create brand awareness, promote your products and encourage customers to visit your store, website or social media channels.
They reflect your brand in every way, from the colours you choose to the content you include. Strong marketing materials give potential customers a taste of your business and encourage your target audience to take notice.
The main message your marketing materials should communicate is why your brand is unique and why customers should choose it over others.
Print can also be a valuable part of a wider marketing mix. Marketreach reports that 76% of UK adults open all or most of their mail, while mail has a 96% engagement rate. This shows that printed communication can still earn attention, especially when the message is clear, relevant and easy to act on.
Professionally designed printed marketing materials are an invaluable promotional tool and something every successful business has in common. If you are just starting out, refreshing your brand or preparing for a new campaign, it helps to choose materials that match your goals.
If you want to make a quick introduction, business cards are a strong place to start. If you need to promote a timely offer, flyers can help you get the message out quickly. If you want to explain a service, product range or menu in more detail, leaflets and brochures give you more room to tell the story.
Before choosing your format, think about who you are targeting, what you want them to know and what action you want them to take next.
Perfect for conferences, events and exhibitions, business cards play a key role in your marketing efforts regardless of the size of your company. You never know who you might meet or when an opportunity to connect with someone influential will arise, but having a stack of business cards to hand will ensure you are always prepared.
Designing a business card is essential for your business. They are one of the most practical marketing tools because they are cost effective and portable. They do not just provide essential contact details, they can also make your business appear professional, polished and trustworthy when designed well.
There is no quicker way to share the essential details of who you are and what you do, which is why printed business cards remain so popular, even in a digital world.
To make yours work harder, include your name, job title, business name, website, email address, phone number and social media handle where relevant. You could also add a QR code that takes customers to your website, booking page, portfolio or product range.
Brochures are another vital marketing tool that can help boost sales through considered wording, strong imagery and a clear structure. This form of marketing provides great value to your target audience, especially when you have more information to share.
Do you sell a product that requires its functionality to be explained in depth? Do you have an extensive product range? Do you need a marketing material that allows you to showcase several products while still being compact and easy to share? Then a brochure could be the right choice.
Versatile and affordable, this type of marketing material is a superb addition to your repertoire as you can print thousands without breaking the bank. The best part is that you do not always have to spend a fortune having them professionally designed.
Brochures offer plenty of room for compelling content that puts your company in the spotlight. You can showcase your products in all their glory and get in front of the eyes of your target audience. You also have the benefit of showing customers new products and services, along with essential information about your brand, in a visually appealing format.
Layout and design are key here, so make sure you put time and effort into ensuring the brochure reflects your brand’s personality. Use strong headings, clear sections and high quality imagery so readers can easily follow the information.
Thanks to the latest templates, you can design a professional brochure without a designer. You can also include a QR code to connect your printed brochure with your website, enquiry form or online shop.
Flyers tend to be single page marketing materials, making them ideal for clear, focused messages. They are larger than business cards and allow you to include more information about your brand, as well as any deals, launches or offers you are currently promoting.
The design and finish of flyers allow them to stand out from other printed materials and provide strong visibility. Due to their portable nature, you can use them at events, include them in customer orders or leave a stack in other local businesses where your audience is likely to visit.
If you have an important event, product launch or sale coming up, flyers can help you promote it clearly and affordably. The key is to keep the message focused. A flyer should not try to say everything. It should grab attention, explain the offer and tell the reader exactly what to do next.
A strong flyer should include a clear headline, a short benefit led message, relevant imagery, your branding and a simple call to action. Make it easy for the reader to respond, whether that is visiting your website, scanning a QR code, booking a table, attending an event or placing an order.
While a flyer is a great way to get a quick offer in front of your target audience, a leaflet gives you more room to explain what your brand is all about.
The goal here is to educate potential customers on how your product or service provides a clear solution to their needs. If you are releasing a new product collection, updating your menu seasonally, promoting a service or explaining what makes your business different, a leaflet is the perfect promotional tool.
There are different types of leaflets to choose from, including single sided, double sided and folded formats. The right option will depend on how much information you need to include and how you want the reader to move through it.
Folded leaflets are particularly useful when you want to break information into sections. For example, a restaurant could use each panel for a different part of the menu, while a service business could use one panel for benefits, one for packages and one for contact details.
To make your leaflet effective, keep the design clean, use clear headings and guide the reader towards a next step. The best leaflets are easy to skim, easy to understand and easy to respond to.
Professional correspondence is a must if you want your company to appear authentic, established and trustworthy. Well designed letterheads and compliment slips command attention and leave a lasting impression of your brand, so make sure branded stationery is on your list when stocking up on marketing materials.
Letterheads are ideal for quotes, invoices, formal letters, customer communications and business documents. Compliment slips are useful for adding a more personal touch to orders, samples, packages or customer notes.
These materials may seem simple, but they help create consistency. When your stationery, business cards, brochures and flyers all follow the same visual identity, your business feels more professional and memorable.
Every business needs engaging marketing materials and business stationery in order to be successful, but choosing the right materials for your brand can feel daunting.
The best place to start is with your goal. If you want to introduce yourself, choose business cards. If you want to promote a limited time offer, choose flyers. If you need more space to explain your products or services, choose leaflets or brochures. If you want every customer communication to feel professional, invest in branded stationery.
Marketing collateral comes in many different forms, but you can use this guide to choose the option that best serves your needs. It is also important to update your marketing materials regularly to ensure your products, services, prices and contact details are correct and your design remains on brand.
Outdated print can weaken the impression you are trying to make, while fresh, consistent and well designed materials can make your business feel more credible at every customer touchpoint.
At WTTB, we are here to support you on your business journey. Whether you are just starting out, refreshing your brand or preparing for your next campaign, we make it simple to create printed marketing materials that help your business get seen, remembered and acted on.
Posted on May 29, 2026 by WTTB
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