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

Ever wonder why some print buyers treat you like a trusted partner while others treat you like a quote machine? It’s rarely about price. It’s about process. The printers who build lasting partnerships don’t just sell printing; they build systems their clients depend on. And when you do that, you move from being a supplier to being infrastructure: something essential, trusted, and nearly impossible to replace. Why Irreplaceability Is the New Loyalty For decades, printers have built loyalty through relationships. Think handshakes, lunches, and a promise to “take care of you.” But as buyer behavior has changed (including print buyer behavior), loyalty looks different. Today’s corporate clients are busy. They want consistency, speed, and simplicity more than charm. Their loyalty is operational, not emotional. That’s good news for you. Because when you implement processes that make their jobs easier (reordering faster, brand consistency automatic, and approvals seamless), you earn a different kind of trust: the kind built on dependability. Loyalty now lives in workflow. And the printer who powers that workflow wins. What It Means to Be Built Into Their Process Think about your best, longest-standing clients. Chances are, you’ve become part of how they work. Their marketing team sends

As the year nears its close, savvy printers know that early preparation equals better marketing results, especially during the high-traffic, high-expectation holiday season. This month’s marketing lineup is built to help you and your customers get ahead, with campaigns centered around one of the most impactful but underutilized formats: the printed event program. From holiday concerts and year-end fundraisers to corporate banquets and recitals, these pieces help your clients stay organized, look professional, and leave a lasting impression. And when you start now, you give your shop the time to print, personalize, and promote with ease. Whether you’re mailing a fun newsletter, launching a polished promo, or uploading fresh website content, here’s everything you need to deliver meaningful print marketing before the year wraps up. Direct Mail For Printers Options Coffee Break Humor Newsletter Print Type: Folded NewsletterSize: 8.5″ x 14″ flat, trifold self-mailer>> Download Samples Showcasing laughter and levity, the Coffee Break newsletter brings big smiles and subtle brand building to your December mailings. This issue is filled with chuckle-worthy holiday humor like: “Me: My 2025 goals? Eat less sugar, exercise more, and print smarter. Printer: Well, one out of three ain’t bad.” “What did the janitor say when

Search engine optimization is often misunderstood as a single project, something you “do” to a website once and then walk away. The reality is very different. SEO is not a one-time push that gets a site ranked forever. It’s a continuous effort, much like rowing a boat across the ocean. You can give it a strong shove off the dock to get it moving, but if you stop rowing, the boat will quickly lose momentum and drift backward. This concept, which we like to call the “rowing the boat” method, captures why consistency is one of the most critical factors in SEO. It also explains why our team places such emphasis on steady, monthly effort, including regular content creation, technical checks, indexing reviews, and strategic adjustments. These ongoing actions are the strokes that keep your SEO boat gliding forward. In this article, we’ll break down how this works in two parts: First, why consistency matters and what happens if you stop. Second, what our team is doing behind the scenes each month as part of the Advanced SEO subscription to keep your website performing well. The Rowing the Boat Method: Why Consistency Drives SEO Imagine launching a rowboat into the

Print buyers aren’t comparing paper stocks or binding styles. They’re deciding who they trust to help them get results. That decision is rarely about logic alone. Studies on persuasion, like Robert Cialdini’s Influence: The Psychology of Persuasion, show that people make choices based on emotions first, then back them up with facts. For you, as printers, that means your marketing should go beyond listing products and prices. It should connect with the underlying motivations that drive buyers to act. Here are five proven ways to do that. 1. Encourage Your Print Buyers’ Dreams Your buyers don’t dream about ink coverage. They dream about a successful event, more sales, or customers who actually remember them. If you talk about postcards as “cheap to mail,” you’ll lose them. But if you describe postcards as a way to “get more people through the door,” you’ve aligned with what they actually care about. That’s persuasion 101: connect your product to their aspiration. In your own campaigns, swap product-driven copy with dream-driven copy. For example, instead of “EDDM postcards starting at $0.15 each,” try “Fill more seats at your next event with a simple, targeted postcard.” Align your products with outcomes, not specs. Printers who

You don’t have to convince your customers that gratitude matters, but you can show them how print makes it more personal, more powerful, and more likely to be remembered. The November content lineup (available now) is built around folded cards: a format that offers a simple, timeless way to say thank you, reconnect with loyal clients, or stand out with elegance during the busiest season of the year. From laugh-worthy newsletters and thoughtful appreciation campaigns to marketing tips that bridge print and tech, each piece is crafted to help you spark stronger connections, elevate your value, and sell more print before year-end. Whether you use one or all, here’s how to put this content to work for your print business. Direct Mail For Printers Options Coffee Break Humor Newsletter Print Type: Folded NewsletterSize: 8.5″ x 14″ flat, folds to 8.5″ x 7″ If you want to stay top-of-mind in a light, low-pressure way, the Coffee Break newsletter is your go-to. This edition delivers seasonal humor, quirky trivia, and a December calendar that gives people a reason to keep it on the fridge or in the breakroom. This month’s featured jokes include: “I cleaned out my inbox. Now I only have

As autumn settles in with its mix of urgency and opportunity, here are several ways you can make the most of the season’s momentum. October often signals a pivot point: end-of-year planning, pre-holiday promotions, and the push to stay relevant in a busy marketplace. But not every campaign needs to be big and complex. This month’s content proves that small, focused print pieces—like rack cards—can pack a powerful punch when done well. Whether it’s creating visibility in high-traffic spaces, supporting fall events, or providing grab-and-go marketing, October’s lineup leans into clarity, confidence, and connection. From newsletters that make readers laugh to marketing tips grounded in timeless principles, here’s a look at the content your clients can count on to drive results this month. Direct Mail For Printers Options Coffee Break Coffee Break brings the laughter once again in October’s issue with clever jokes, seasonal wit, and engaging side content that keeps your brand top-of-mind. This 8.5×14″ direct mail newsletter keeps the tone light but the connections strong. Sample jokes include: “Would you like to round up for charity?” Me: “Only if I can round myself down for taxes.” Friend: “What are you dressing up as for Halloween?” Me: “Someone who

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,