The print industry, along with the broader business world, is undergoing a significant shift in communication methods. Emails and phone calls are increasingly viewed as distractions to be ignored or postponed. Instead, relationships are forming through what marketers refer to as ICC – “intimate communication channels” – such as texts and private messaging. This change is impacting print industry professionals at all levels in the organization.
What’s the future of intimate communication channels?
Marketing experts predict that online searches will evolve to include more AI summaries.
As a result, print businesses may struggle to get their content featured, and AI-generated answers may not properly cite sources. Even if there are links, users may simply read the summary and not visit your website.
Printers must be creative to reach and influence customers in an environment where AI overshadows organic content.
“Intimate communication channels (ICC) are the sales and marketing avenues of the future. Create your program based on respect and usefulness, and earn the right to be present where it matters.”
Expanding into intimate communication channels such as texting and messaging is a strategic way to address the AI trend.
How are we seeing the shift on the corporate side?
I recently attended an event with corporate marketers from all sectors. When asked how many use texts and direct messages to communicate with customers and colleagues, very few hands went up.
In fact, many attendees were uncomfortable with the idea. To them, intimate communication channels are spaces reserved for only our closest relationships.
Their reluctance presents an opportunity for printers to lead the way.
What do print customers prefer?
Print buyers tell me they want to streamline communications. They want to reduce the time spent on email and social media during the workday. They want to manage distractions and minimize noise.
However, print buyers admit that they do respond to notifications from direct messages and texts, particularly from close colleagues.
What does this change mean for print companies?
Print sales reps and power networkers already rely on the immediacy of texts and DMs for communication. Successful print salespeople use texts and messages to be memorable. And they know that having mobile contact information is vital, as people often change jobs.
However, for many in the print industry, using texts and DMs to build industry relationships is a relatively new concept. They need a comfortable way to open intimate communication channels.
How can we comfortably reach into a customer’s intimate channel?
Start with print.
I publish a one-page newsletter where I invite people to contact me via text. This approach is so successful that 99% of my leads start with a text inquiry from a newsletter reader. The customer invites me into their intimate channel, and all I have to do is reply.
Ask for business cards and then take the next step.
Invite someone to lunch where you pay. It’s a great way to start a text relationship.
Take photos of people at events.
If people want you to share the photo, ask for their card and give them yours in return. Easy!
Establish a cadence of staying in touch.
Reach out more often. Don’t wait until there’s an emergency or a favor needed.
Learn the etiquette of using intimate channels for business purposes.
Make sure your phone number displays your full name. Honor business hours. Don’t overwhelm people, spam them, or use automation. Don’t lurk in people’s DMs. Don’t be creepy. Don’t send selfies. Avoid double entendre emojis. Don’t text anything that would be embarrassing if the recipient were to show it to someone else.
Be the person your network looks forward to hearing from.
Have a positive attitude. Bring value. Show your personality.
How can sales and marketing teams get started with intimate communication channels?
Are you present in your customers’ intimate communication channels? If not, try these tips.
In your CRM, fill out mobile and message contact fields. While you’re at it, text familiar contacts and start making regular contact. Set goals, and report back to the group on your progress. Keep the momentum going.
Experiment with voice texts and tools such as Loom, which allow you to send a video link (and attach files) via text or DM that keeps the conversation going.
Build a homegrown program where you sincerely and authentically earn your way into your connections’ intimate communication channels.
Relationships made through intimate communication channels will open doors as the online world continues to evolve. If your number is not in your customer’s contact list, you’re missing out.
I’m available to strategize with your team on how to build stronger and better customer relationships across the changing communication landscape.
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Check out last month’s post: How To Negotiate a Better Raise in the Printing Industry
Sandy Hubbard is an independent consultant for owner-led companies that want to kick-start growth. She brings clients well-reasoned insight, tactical clarity, and a modern approach to building businesses from the inside. She prepares leaders for business success in an ever-changing communications landscape.
A fourth-generation printer and publisher, Sandy specializes in Print, Media, and B2B Tech industries. She is a Certified Scrum Master, Google Developer and Innovator, and a beta tester of AI technology through Grammarly.
She is the host of #PrintChat, a weekly global gathering of the industry’s most influential thinkers and leaders. A proud member of Girls Who Print, Sandy is the 2022 recipient of the coveted Girlie Award.
