Dick Olenych / April 2nd, 2019
I’m not a smart guy.
I’m smart enough, don’t get me wrong, but I’m no brainiac. I do work really hard, though, and I’m proud of my work ethic. Actually, I’m very proud of all of my ethics.
I always try to do the right thing even if it’s not the right thing for me or my business.
Do you know what I am good at, though?
Sorry, that’s not right…
Do you know what I am exceptionally good at? Branding and messaging. That would make sense since I’m good with words. At one point, I was a Writer, Author, and Speaker (WAS).
But, let’s get back to you.
What are you selling? Is it quality printing? (Yawn) Put me to sleep. Do you think the other guy is selling crappy printing?
Is it fast printing? If so, then you need to be Amazon fast.
Here are three things you must do to understand your value proposition and what you’re truly selling.
This is an honest evaluation, not a nostalgic view, or even worse, a sentimental yearning. Times are always changing, and print is in the fast lane for change.
You must know who your competitors are and how they are selling.
Price is always a factor, so do not disregard a competitor’s price, and never underestimate the ease of the internet.
Don’t be the last guy selling buggy whips;
be the first one to sell leather steering wheel covers.
This is hard because a lot of us can’t admit that we can’t compete in certain areas.
Areas that were once our strong suit are now just tattered cloth. Should we hold’em or fold’em? That’s a tough question. That’s the million dollar question.
The key thing is this: You need to understand what your strengths are in the market space: where you are and where you are going.
Once you understand those two things, knowing what you sell will be a breeze.