But there is a reason magazines are still strategically placed at any and every grocery store checkout aisle. You need to decide which mode of communication will work best to reach your audience. In many cases, you will need to find a happy medium. That’s why it is important to either:
a) create materials that are both print and online friendly or
b) create two different versions of each document—one for print pages, the other for virtual flipping.
Create documents that convert easily.
Clearly, if there’s a way to write one version, this is preferred. Who wants to waste time?
There are a couple different ways you can make one work for both venues.
Make it a PDF.
If you want to maintain the integrity of your original hard work, consider going with a Portable Document Format, commonly called the PDF. The read-only format makes it challenging for anyone to edit. Many online guides that are available for download come in PDF form so that the reader can print the document off and highlight or underline as needed. A PDF easily separates information page by page.
Know the ABC's of color.
We all go way back with Roy G. Biv, but sometimes he isn’t our best choice.
RGB (Red, Green, Blue) is the color model used in computer monitors. So this is the way colors are set when graphics, for example, are designed in Photoshop. When printing something you see on your computer screen, however, you need to make sure the color model is changed to CMYK (cyan, magenta, yellow, black) because this is the way color shows up on print (via http://www.colormatters.com). If you are not a techie, this may seem tedious and daunting. However, it is important to communicate crisply and clearly through pictures.
According to some scientific research, the average person’s attention span is, oh, hold on, a text is coming in. You get the idea. People are busy and distracted. Consider creating a smaller web version of a larger printed document in a few simple ways:
- Add a hyperlink to your original document to elaborate on this condensed post.
- Use a graphic to make your point. Make it, buy it, or borrow one you like with permission.
- Make a short YouTube video to explain. There are other video sources, but YouTube remains the big dog. Put your company’s name in the video title. Be conversational, yet show you know your stuff. Drive the viewer back to your original document for more information by showing a text link and saying that link out loud.
Know your audience. Know how to reach them. If you want some help, we are here for you.