It’s been a while since I’ve had the chance to step out of the day-to-day marketing mindset to remind you of, and hopefully inspire you with, a bigger idea. So, today’s the day!

After meeting with printer after printer to discuss their marketing strategies, there’s been this growing “earworm” in the minds of printers that I think needs to be said out loud.

You see, there’s a quiet little lie infiltrating our industry. Maybe you’ve noticed it, and maybe it’s crept into your thoughts, too.

It’s the lie that says, “Print can’t keep up.”

It’s not something people in the industry usually say directly. But you feel it, and I hear it in your voices when orders slow, when clients lean harder into digital, and when it feels like everything is changing faster than you can keep up.

To be clear, I’ve fought this same earworm at times. Even being in the printing industry with you for almost 30 years, I can struggle the same way.

When Doubts Start to Creep In

There are moments when I’ve stared at our own direct mail offerings and thought, Is this still enough?

I’ve talked with printers who’ve run successful businesses for decades, and even they have had their doubts. “We’re not modern enough,” they’ll say. “We’re not built for digital. We’re falling behind.”

But I don’t buy it. Here’s what I keep coming back to:

Print doesn’t need to catch up.
It’s never been behind.
It’s different, and that is its strength.

Print doesn’t crash, or buffer, or get buried under 28 browser tabs. It doesn’t ask for a login or a password. It simply shows up in someone’s hands to be physically touched, making it real, lasting, and ready to be remembered.

And that kind of simplicity? It’s powerful.

Remember What Makes Print Work

Print invites attention in a way digital doesn’t and never will, and I love that.

Digital always takes the approach of more, more, more; More noise, more flash, more in-your-face. It’s like a thousand little interruptions when all you want to do is just get where you’re going.

But, print… it has this quiet kind of power. It doesn’t force interaction, it earns it.

Print is the gentleman of the marketing world.

It’s thoughtful. It’s tangible. And when it’s done right, it creates connection without demanding it.

Yes, print and digital can (and should) work together. But print doesn’t need to imitate digital to stay relevant. It has its own job to do, and it’s still doing it well.

Louder Versus Lasting

Here’s what I know from working with printers like you:

• You’ve never needed a trend to do good work.
• You’ve never relied on flash to build trust.
• And you’ve never had to shout to be heard.

Because when you do what matters, consistently, thoughtfully, and without shortcuts, it builds something stronger than fleeting hype. It builds loyalty.

Every time a customer reorders. Every time someone says, “You made that easy.” 

That’s not old-school. That’s what staying power looks like.

We Don’t Need Permission to Be Proud of Print

We don’t need to apologize for leading with print, selling with print, or building a life and business based on print.

We don’t have to slap QR codes on everything to feel “modern enough.” Don’t misunderstand me. There’s a place for this, of course. But my point is that, for centuries, print has stood strong all on its own, and it still does, even in the labyrinth of digital.

Let’s stand on what we already know: Print builds trust, gives form to ideas, and leaves a real impression. Always has.

So, when those pesky doubts creep in, look around and see:

• That customer who reordered because they loved what you created.
• The campaign that worked better than anyone expected.
• The difference your print business has made.

That’s not behind. That’s impact. And we get to be a part of it.

Print doesn’t have to catch up. It’s already there.

Cheering you on,

Rachel