MI4P, Author at Marketing, content, & technology to help printers sell more printing

How smart printers are getting better results by leading the conversation, not just asking for answers. If you’re like most print shop owners I talk to, you’ve probably dabbled with AI by now. Maybe you’ve even typed something like: “Write me a follow-up email for a customer who hasn’t responded.” And what came back was… fine. Not great. Not personal. Definitely not the kind of thing that makes you think, “Wow, this sounds just like me!” If that’s been your experience, here’s the good news: It’s not your fault. You’re just using the wrong playbook. You Don’t Win the Game By Reading the Playbook Alone If you’ve ever watched a high school football game—or better yet, had a kid on the team—you know the coach doesn’t just hand out a fat binder of plays and yell, “Good luck out there!” (At least, we hope not.) The real value of a good coach is in the conversation that happens before the play gets called: “What’s the defense showing you?” “What’s working today that didn’t work last game?” “How do we adjust so you don’t get flattened again on third down?” AI works the same way. Most people are using it like Google—asking for quick,

Today, your next big client is checking your Google reviews before they ever call. And if you’re not actively collecting reviews, you could be handing business over to a competitor without even realizing it. Keep reading to find out how Google reviews help your business, why a few less-than-perfect ones aren’t a dealbreaker, and what you can do to start collecting and using them with minimal effort. Google Reviews = Better SEO Google loves fresh content, and customer reviews count. When your clients leave reviews, it tells Google your business is active, relevant, and worth showing to more searchers. More reviews also help you appear in the “Local Pack,” those top three map results people see when they search for things like “printing company near me.” That’s digital real estate you don’t want to miss. A steady stream of reviews also helps reinforce keywords naturally. If someone leaves a review that says, “Great banner printing!” or “Fast postcard turnaround,” you’re getting keyword juice without even trying. More Reviews = A Competitive Edge Would you rather choose a printer with 7 reviews or 70? Most people equate review volume with popularity and trust. If your competitors have more reviews than you,

You don’t have to convince your customers that marketing matters, but you can show them why print is the smartest way to do it. August’s content lineup (available now) focuses on the often underestimated but always essential envelope. Whether it’s a teaser line, a pop of color, or a polished finish, the envelope is the first handshake of a print buyer’s message. From witty newsletters to professional marketing packages and smart design insights, each piece below is crafted to help you spark better conversations, elevate your print value, and close more sales. Whether you subscribe to one option or use them all, here’s how to put this content to work for your shop. Direct Mail For Printers Options Coffee Break Humor Newsletter Looking to add laughs and staying power? We got you. If you want to stay connected with customers in a lighthearted, casual way, the Coffee Break newsletter is the ideal touchpoint. Printed as a foldable 8.5 x 14 mailer, it features fresh humor, unexpected trivia, and a quirky monthly calendar that makes people smile and remember your name. This month’s jokes bring beachy laughs and office life chuckles: “Karen tried ‘quiet quitting’ but forgot to tell her facial

In last month’s article, Sam Lewis began transforming Print Perfect’s operations to better handle the influx of larger projects. Now, he reflects on how far his business has come—from struggling with low-margin jobs to thriving with a balanced, efficient workflow. As Sam looks ahead, he considers new ways to strengthen his team and grow his business sustainably. In this final installment, we see the culmination of Sam’s journey and the lessons that have set him up for a brighter future. Part 6: Small Orders, Big Decisions: A Brighter Future As Sam closed up shop one evening, he took a moment to reflect on how far Print Perfect had come. What had once been a simple print shop was now a thriving business capable of handling a range of jobs, from the smallest flyers to complex, high-volume orders. Implementing minimum charges, streamlining operations, and focusing on building deeper client relationships had all played a part in this transformation. But he knew the journey wasn’t over. The Path So Far Thinking back, Sam could hardly believe the challenges he and his team had tackled. From small, low-margin copy jobs to more efficient, large-scale projects, each step had required difficult decisions and careful

If you’ve ever debated whether to list your prices online or worried that you’ll lose business if you do, you’re in familiar territory. For many printers, pricing feels like walking a tightrope: charge too much and scare people off, charge too little and eat into your margins. It can feel like putting your worth on trial, especially when you’re competing with “race-to-the-bottom” online competitors. But it’s not just what you charge. It’s how you present your pricing that makes the difference. And chances are, some of the “rules” you’ve been following are doing more harm than good. Let’s bust a few myths that might be costing you sales and show you what you can do instead. Myth #1: If I Show My Prices, I’ll Scare My Print Buyers Away The idea that showing your prices drives prospects away is one of the most persistent myths in the print industry. It’s rooted in the fear that you’ll be judged solely on cost, that your higher prices will send your prospective print buyers running to online discounters. But in reality, hiding your prices creates an even bigger problem: distrust. Today’s buyers expect transparency. When they can’t find what something costs, they assume

Let’s be honest.Summer is noisy.Events, festivals, fireworks, social media overload… everyone is competing for attention. And your print buyers? They feel it. They know it’s harder than ever to stand out. But here’s the thing—while digital ads get skipped, scrolled, or ignored, bold print signage demands attention in a way nothing else can. This month, we’re focusing on helping your print buyers win back attention with print marketing that refuses to be ignored. The tools in your July marketing arsenal are designed to give your customers the visibility they deserve, while positioning your print shop as the expert partner who helps them get results. Here’s what you’ve got working for you this summer. Direct Mail For Printers Options Coffee Break: Humor That Keeps You Human If you want to be top-of-mind, you’ve got to stay relatable.The Coffee Break newsletter does exactly that. It brings humor, warmth, and everyday laughs to your customer’s mailbox.This month’s jokes tap into summer silliness: “What did the ghost say on the 4th of July? Red, white, and boo!” “Boss: You’ve been late three times this week. Do you know what that means? Me: It’s Wednesday?” Plus, the (Not-So) Official Firework Safety Guide delivers tongue-in-cheek warnings

In the last installment, Sam Lewis showed how small jobs could lead to big opportunities, turning Print Perfect into more than just a quick-service print shop. With larger projects now coming in, Sam realizes his shop’s operations need an overhaul to handle the increased demand efficiently. In this article, Sam explores how streamlined workflows and automation can help his team stay productive and profitable while maintaining the quality his clients expect. As Print Perfect began taking on more substantial projects, Sam quickly realized the need for a streamlined workflow. While his new strategies for attracting larger jobs were working, the volume was straining his team. “If we’re going to keep up,” he thought, “we need to boost our efficiency—without sacrificing quality.” Identifying Bottlenecks Sam started by observing day-to-day operations closely, noting where time and resources were being lost. He quickly saw patterns: small jobs with multiple adjustments, delays in approvals, and time-consuming communication over project specifications. Realizing he couldn’t ignore these bottlenecks, he gathered the team for input. “I want to hear from everyone,” Sam began at their meeting. “Where do you see us getting slowed down the most?” Laura was first to chime in. “We spend a lot

Postage rates are on the rise again. As of July 13, 2025, a First-Class Mail Forever stamp is expected to move from 73 to 78 cents, leaving many questioning whether direct mail is still worth using. It is — and more than ever. Printing companies that stay visible with regular marketing will stay top of mind. Those who remain silent risk being forgotten. If you want your print buyers to remember you — and to view you as the example of smart marketing — consistent direct mail is a proven way to make that happen. Why Direct Mail Still Works Direct mail delivers results that few channels can match (especially for printers). It places your message, your quality, and your marketing example directly into your customer’s hands, without the clutter of an overloaded inbox or a skipped social media ad. Even with changing technologies and increasing postage rates, customers still trust print more than digital ads. They interact with it longer. And when done correctly, direct mail consistently drives higher response rates. Your print buyers are searching for ways to cut through the noise. If you offer effective direct mail strategies, you meet that need — and position yourself as

The Honest Truth About What SEO Really Does (And What Comes Next) If you’re a print shop owner who’s paying for SEO and not seeing an uptick in print orders, you’re probably asking yourself: “Is this even working?” And that’s a fair question. In fact, it’s the right question. Because if you’re investing in something, you should understand what it’s supposed to do—and what it’s not supposed to do. So, let’s talk about it. What Does SEO Actually Do? At its core, SEO does one thing really well: It makes your website more visible. Think about Google like a highway. SEO puts up more road signs for your print shop so drivers (aka your potential print customers) can find you. That means when someone searches “custom postcards near me” or “EDDM for restaurants,” your website is more likely to show up. But here’s the kicker… Visibility doesn’t equal sales.It equals opportunity. What you do with that opportunity is where most businesses—printers included—get stuck. So… If SEO Is Working, Why Aren’t You Getting More Orders? Because the job of SEO is to get more people to your site. The job of your website—and your overall marketing—is to convert and convince them.

You don’t have to convince your customers that marketing matters—but you can show them why print is the smartest way to do it. June’s content lineup (available now) is focused on brochures, and for good reason: brochures help your print buyers explain what they do, why it matters, and why their brand is worth paying attention to. When your clients succeed, you succeed—and every newsletter, postcard, and white paper you share this month helps build that momentum. Each piece below is designed to help you spark meaningful conversations, reinforce the value of print, and drive more orders for your shop. Whether you subscribe to one package or all of them, here’s how to make the most of what’s available for June. Direct Mail For Printers Options Coffee Break Humor Newsletter Build rapport with a smile—and keep your brand top-of-mind. If you’re looking for a warm, casual way to stay in front of your customers, the Coffee Break newsletter is your go-to conversation starter. This 8.5 x 14 foldable mailer is packed with clean jokes, quirky trivia, and a fun calendar to keep things light and relatable. Example jokes this month include: “What do dentists call X-rays? Tooth pics.” “I used