Why printed marketing collateral still matters for Professional Service firms
- Sarena Harwood
- Oct 27
- 3 min read
In a world dominated by clickbait, pop-ups, and social media posts, one marketing truth professional service firms can’t ignore is this: people still trust what they can hold.
Recent research from the IPIA and Madano reveals that 99% of consumers trust print, a staggering figure at a time when confidence in digital platforms continues to decline. For professional firms like accountants, solicitors, architects, and consultants across Surrey, this is a timely reminder that print remains a powerful tool for building trust and credibility with clients.
The digital fatigue factor
We all live online, but we don’t always love it. With endless emails, notifications, and shifting algorithms, digital fatigue is real and clients are tuning away.
For firms built on relationships and reputation, relying solely on digital marketing can make it hard to stand out authentically. Your audience is craving something tangible, thoughtful, and real.
That’s where printed marketing collateral shines. Whether it’s a high-quality brochure, branded stationery, or a client welcome pack, these physical materials command attention. They communicate care, consistency, and professionalism in ways that pixels simply can’t.
Why print builds trust and credibility
The renewed appreciation for print isn’t about nostalgia, it’s about human psychology.
When a client receives something physical from your firm, it triggers subtle but powerful signals of reliability and authenticity:
Effort equals credibility – Print takes time and investment, showing commitment to quality.
Tangible equals trustworthy – It can’t be deleted or edited, making it feel more permanent.
Permanence breeds confidence – A printed piece carries authority.
Touch deepens memory – People remember what they can physically hold.
For professional services, where credibility is everything, these tactile touchpoints strengthen relationships and reinforce your expertise.
Younger clients are rediscovering print
It’s easy to assume print appeals only to older generations, but data tells a different story. Millennials and Gen Z are rediscovering the value of the tangible, from vinyl records to handwritten notes. They see print as refreshingly real in an age of screens.
For firms, this means sending a beautifully designed client guide, case study booklet, or thank-you card can feel personal, premium, and unexpected, helping your brand stand out from digital noise.
Blending print and digital for maximum impact
Smart marketing isn’t about choosing print or digital, it’s about making them work together. Here’s how professional firms can do it:
Follow up digital actions with print: Send a printed brochure after someone downloads a PDF or attends a webinar.
Add QR codes or personalised URLs: Bridge offline and online journeys seamlessly.
Personalise materials with data: Use Variable Data Printing for tailored messaging.
Track performance: Combine print campaigns with analytics to measure engagement.
When print starts the conversation, digital can finish it, and conversion rates rise as a result.
Turning trust into action
Trust doesn’t just build reputation, it drives revenue. According to Marigold, two-thirds of consumers will pay more for brands they trust.
For professional services, that trust translates into client loyalty, referrals, and premium positioning. A printed proposal, brochure, or client pack communicates your expertise and attention to detail, reinforcing why clients choose you.
Reframing Print for Modern Professional Firms
Print is evolving, it’s now smarter, more sustainable, and more connected to digital marketing than ever.
At Marketing with Sarena, I help professional service firms across Surrey strengthen their brands through strategic marketing collateral, from design and copy to print production.
Whether you need:
Professional brochures and guides to showcase your expertise
Elegant business cards and stationery that make a lasting impression
Tailored client welcome packs and proposal templates
I’ll help you create cohesive, consistent materials that reflect your brand and improve your client experience. if you would like any further help and support please get in touch on: hello@marketingwithsarena.co.uk
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