Welcome back! In this six-week email series, you’ve been learning how to confidently stand your ground in light of the big-box competitors in the printing industry.
You’ve learned to use the things that make you unique to your advantage, things such as focusing on your niche audience, getting personal, connecting with your audience, becoming a knowledge partner, and bending the curve.
Each of these things should have you feeling a little more like David when facing the giant Goliath. (If you’re not familiar with the story, the little guy wins!)
Today, in this final segment, you’ll reawaken one of the initial reasons you decided to become an entrepreneur in the first place. Curious? Let’s dive in!
Why are You a Printer?
In 2019, Business News Daily did an article on 101 Reasons Being an Entrepreneur Rocks.
In the article, business owners from all over quoted the reasons they loved owning a business. Some of those reasons included:
- “Able to set my own schedule around my family life.”
- “The ability to create something from nothing.”
- “The risk, the unscripted nature of it.”
How about you? If someone asked you why you were a printer, what would you say? Whatever the reason is, your role as a small- to mid-sized business owner sets you up for a unique opportunity to do something extraordinary: to leave a legacy and make an impact.
3 Ways to Make an Impact
As a small business, you can impact your customers’ and your employees’ lives in ways the big guys may not be able to do.
How do you want your business to be remembered?
Sure, the big guys might be able to pull out their checkbooks but think of the many ways you can personally be involved and leave an impression with others.
1. You Can Impact Your Community
Whether you realize it or not, your print business makes an impact on your community through everything from interpersonal relationships to local government to the economy.
Think of some of the ways you impact your community that you might not have thought of before. For example:
- You help form and shape the identity of your community with your print business.
- By playing an active role in your community, you also help to shape the character of the people in your community.
- You help create the culture in your community by building connections and cultivating relationships within your area.
You. Make. An. Impact.
2. You Can Sponsor Local Events
From Little League games to community picnics, sponsoring local events is a low-budget but effective way of building your brand.
In fact, you might not need to spend any cash at all. Can your sponsorship include free promotional printing or signage for the event with your logo and branding on them?
Some might fail to see what they get in return for doing something like this, so consider the following:
- Sponsorships get you exposure of your logo, signage, and branding
- Sponsorships get you media mentions. “And let’s thank our sponsor, [Your Name], for…”
- Sponsorships often get you access to customer mailing lists to help you build your audience.
If you haven’t done this before, start looking for potential partnerships. Remember that you don’t necessarily have to spend money to become a sponsor, so be prepared to negotiate some benefits that work for both you and the event.
3. You Can Serve with Others
If you want your business to be great, use it to serve others.
Woodrow Wilson once said, “There is no higher religion than human service. To work for the common good is the greatest creed.
While many business owners may agree, many struggle to know how and where to serve others. Here are some ideas for you.
- Use your expertise to help others. Can you offer a workshop on print marketing? Absolutely! What are the best print pieces to market their business? What colors work best? What are some tips to get their recipients to open their direct mail marketing envelopes?
- Create an internship. How can you raise up the younger generation in the world of printing? Show them how amazing it is.
- Take the day off for volunteer work and let your employees get involved. Let your prospects and customers know what you’re doing and provide a way for them to get involved as well.
One of the main things here is to simply get face to face with your buyers and create unforgettable connections and relationships. This also helps your word-of-mouth referrals explode because people begin to see you, know you, trust you, and ultimately, buy from you.
Small, But Mighty
Competition doesn’t need to be feared. You can stand your ground against your competition. And if you need help, be sure to reach out below.
Lastly, remember this quote from Dalai Lama,
“If you think you’re too small to make a difference…
Try sleeping with a mosquito in the room.”
