As little as one in four firms are happy with the wording and presentation of the business communications they receive from colleagues and suppliers, according to a new report.

The report, by print and design firm Prontaprint, also shows that two thirds of literature received by businesses is deemed unimportant and uninteresting, highlighting the problem of poor presentation among business to business communications.

The survey goes on to underline the importance of printed material, with businesses ranking it the third most important contribution to creating new sales after telephone and website contact.

Keith Davidson, head of marketing at Prontaprint, said: “Effective business literature doesn’t necessarily need to involve large expenditure but printed communication deserves close attention, whether it is a simple business letter to prospective clients or a complex £1 million tender response.

“If you’re going to commit it to paper, you want to know you’re getting it right, even if it means getting outside expertise.”

Prontaprint believe over reliance on computer spellcheckers, standard PC design templates and office clip art “design dabblers” are just some of the causes of poor business literature.

The introduction of the Corporate Telephone Preference Service, that businesses can use to block telemarketing calls, adds extra importance to the maintenance of professional looking business to business mail.

Davidson said, “It is clear that businesses need to get it right first time or run the risk of missing out on new business, losing existing clients or creating the wrong impression.”

Below, Prontaprint outline a simple five point plan that business managers can use to quality check every piece of printed literature they produce or commission.

  • Understand who you’re talking to – there’s nothing worse than receiving communication that isn’t relevant or targeted correctly.
  • Be distinctive – you often have just a few seconds to make an impression, so ensure that your message is tailored to the recipient.
  • Think about design – ensure that it makes you stand out from the competition and reflects your companies values and the products and services that you’re offering.
  • Don’t use too many words – keep it clear, concise and simple
  • Don’t forget a call to action- if you’re looking for feedback then make sure your audience knows who to contact and how to go about it.