Welcome back to another edition of  Sell More Printing, where we explore real-world sales and marketing strategies that you, as a printer, can adapt to boost your business. This month, we dive into a surprising lesson from the world of baking—yes, baking!—to uncover how making things easy for your print buyers can sometimes be too easy and what you can do to strike the perfect balance. 

The Cake Mix Conundrum: When Convenience Backfires 

Let’s take a trip back to the 1940s when the introduction of cake mixes revolutionized the

baking world. Initially, these mixes were designed to be incredibly simple—just add water, and you’d have a cake ready to bake. But to everyone’s surprise, sales were disappointing. It turns out that people felt a sense of embarrassment when they realized how little effort it took to “bake” the cake. They wanted to feel like they had played a real part in the process. 

Enter the genius tweak: manufacturers altered the formula, so bakers needed to add an egg and some oil. Suddenly, sales soared. Why? Because this small bit of involvement allowed people to feel like they were truly baking rather than just using a shortcut. 

This same principle can apply to your print business. While automation and simplicity are essential, it’s crucial to involve your customers in a way that makes them feel proud of their contribution to the final product. 

How This Helps You Sell More Printing 

Let’s bring this back to printing. Consider the experiences offered by companies like Nike and Adidas. These giants in the retail industry allow customers to customize their own shoes—choosing colors and materials and even adding personal touches like names or special messages. This customization not only makes the product unique but also gives customers a sense of ownership and pride in what they’ve “created.” 

For you as a printer, the goal is similar: offer enough simplicity to make the process seamless but also ensure that customers feel involved in creating something unique. By empowering them to make small but significant choices, you enhance their connection to the final product.

Striking the Balance: Empowering Your Print Buyers 

So, how can you apply this in your print shop? Here are a few strategies: 

1. Offer Customization Options: Just like Nike and Adidas, give your customers the option to personalize their print orders. Whether it’s selecting the paper quality, choosing an online template they can adjust on their own, or adding a personalized message, these small decisions can make a big difference in how customers perceive their involvement. 
2. Curate Choices: Avoid overwhelming your customers with too many options. Instead, present a few high-quality, carefully curated choices, like your best-selling paper types or color palettes that you know work well together, that guide them toward making a decision they’ll be happy with.  
3. Balance Automation with Personalization: While automated processes are great for efficiency, don’t forget to add a personal touch where it counts. For example, offering personalized consultations for large or complex orders ensures that your customers feel valued and involved in the more significant aspects of their projects. 

Join the Conversation: How Do You Balance Convenience and Involvement? 

Now, it’s your turn to weigh in! How do you ensure that your print buyers feel involved in the process without overwhelming them? Join the conversation on our LinkedIn post, and let’s share ideas on how to strike the perfect balance between convenience and involvement. 

Thank you for joining us in exploring how to keep the process easy—but not too easy! Until next time, keep innovating and selling more printing. 

This article originally appeared in the October 2024 issue of NPSOA magazine. For more information on how you can become an NPSOA member and enjoy the many benefits offered there, contact Member Services at membership@npsoa.org or head to their website at NPSOA.org.