Print Samples: Why You Should Use Postcards
Postcards are the lingua franca of communication. Even in today’s Instagram world, people send postcards when they travel. Businesses use them to find new customers and stay visible with current clients. Retailers use them to make offers and politicians use them to pitch their policies ahead of elections. Even governments use them to communicate deadlines, […]
Project Peacock: A Resource Playground for Printers and Creatives
These days good information is increasingly difficult to come by. Unless you already know what you’re looking for, you may have to dig through a few google pages to find the “right” information. Sure, my keywords will get me towards what I need…but after filtering through all the sponsored information and the various blogs that […]
Does Your Print Business Really Have a PR Plan?
The truth is that most businesses (print or otherwise) do not have a public relations (PR) plan. We are all busy and the idea of creating and structuring a formal PR plan gets deprioritized below operations, sales, and even marketing. Most businesses only think of PR when they launch a new product, open a new […]
Print Samples: Let’s Play with Playing Cards!
When was the last time you played with a deck of cards? Real cards, not the online solitaire version? Over the last couple of years, I’ve found myself with decks of cards in my hands – real ones – that aren’t the traditional hearts, diamonds, spades, and clubs, but instead are decks for learning and […]
Winning Sales Strategy: The Moment for a Quick Sales Victory Lap
If you read my posts with any frequency or listen to the Print Buying UK v. USA Podcast co-hosted by me and Matthew Parker, you probably know I focus on helping printers create long-term relationships with print customers. I benefited from long-term relationships with my print partners throughout my agency career. Some of the printers […]
Lead Generation and Marketing Considerations For Printers
The other day a client forwarded me an email that was written by the president of a commercial printing company who asked: Does anyone have suggestions for marketing specifically designed for lead generation? I’ve done plenty of work with this client over the years that resulted in generating leads, but most of our focus has […]
10 Things To Do When Updating Your Website
Whether you bring in a pro to help you update your website — or do it yourself — there are 10 things to do before you hit the publish button. But first! I’d like to talk about one of my early clients. Mike Hasson was the founder of the Hasson Company, a luxury real estate […]
What’s Your Priority? Sales Revenue or New Lead Generation?
What do you think is the highest-priority marketing objective of print businesses today? To drive sales revenue or drive lead generation? Recent research shows that lead gen is #1. This was surprising to me at first because you can’t pay the bills with leads. But looking at it another way, new leads are the fuel […]
Print Samples! Tell a Story with YOUR Business Card
Do you carry business cards? Some people have started to avoid them and exchange phone bumps to transfer contact details. Others take pictures of the card but don’t accept it to transport home. I’m an avid business card collector. They help me remember the contact and put some context around the conversations. Sometimes I run […]
The Funnel is Dead. Long Live the Customer Journey!
I remember the first time I read about the marketing funnel and how prospects go through an awareness, consideration, and decision process on their way to becoming a customer. It made so much sense. The other elegant thing about the funnel is it is large on top and small at the bottom. For every 100 […]
Timing is Everything When Educating Customers About Print Marketing
Timing. Is. Everything. Do your print customers know this? Do they know the clock is ticking? Do they know that time is flowing and tomorrow things may look very different? Are you prepared to educate them so they can get time on their side? Then and now. I help a friend sell ads for our […]
Should Your Print Business be Advertising on LinkedIn?
LinkedIn advertising is an expensive form of B2B digital advertising. It’s also one of the most cost-efficient. Wait, how can it be both? The answer arises by looking beyond the cost of placing an ad and the potential ROI. LinkedIn ads aren’t for every print business. But if you sell higher-value print to SMBs and […]
