Along with thinking locally instead of globally (Mistake No. 1), consider this: If someone you didn’t know asked you what you did for a living, what would you say?
Would it come out something like this: “I am a printer.”
Summing up everything you do day in and day out with those four words certainly does not accurately depict who you are and what you do.
You, friends, are so much more than just a printer.
Think of it this way: If you were to describe your spouse to someone else, would you say they’re just a parent? Of course not. Because even though they do, in fact, parent every day, what they’re really doing and who they really are is much better described as:
- Teacher
- Financial Director
- Barber or Beauty Specialist
- Chef
- Domestic Engineer
- Therapist
- Chauffeur
- plus many more!
If we had to market ourselves as parents, “I’m a parent” wouldn’t be all that effective. But, if you focused on everything you did as a parent, well, then you’d be golden.
In the same way, you can’t afford to ONLY be a printer, and what’s more, you can’t afford to market yourself that way either.
So, what are you if you’re not just a printer?
Who are you really?
That sounds like a pretty deep question, but it’s actually quite straightforward.
Grab a pen and a piece of paper and start by writing down all of the services you provide at your print company. Include even the expected ones like printing, bindery, and finishing. What do you come with?
Here are some ideas to get you started:
- Graphic Design Services
- Digital and Offset Printing Services
- Mailing Services
- Bindery and Finishing Services
- Promotional Services
- Email Marketing Services
It’s essential that you grab hold of all of the different roles that are played within your company to get a clear picture of all you do and all you can offer.
Next Step: Marketing
Once you’ve outlined everything you have to offer, consider this: Does your business name and your current branding and marketing accurately represent all you have to offer?
If your company provided everything listed above in those bullets, but the name and marketing said “Acme Printing,” would you know everything they have to offer? Hmmm… no.
Acme Printing would be far better off updating their messaging, their branding, and all aspects of their marketing with key phrases like:
- “Acme Printing: Your Direct Mail Solutions Specialist”
- “Acme Creative Solutions: Printing, Promotions, and More”
- “Acme Printing: From Design to ….”
- “Acme Printing: Print, Mail, Promote”
- “Acme Printing: Design, Print, Mail”
See how much more impactful AND CLEAR your message can be than just “Acme Printing”?
Don’t Forget, You’re the Expert
Along with conveying the different services you provide, here’s one more you won’t want to miss.
You’re a print expert.
Your marketing should speak to the fact that you know your stuff and can provide the help your print-buyers need to get the quality products and services they’re looking for.
Keep in mind, though, the idea is not to puff out your chest and boast that you are the end-all, be-all or the “One Printer to Rule Them All.” Rather, the idea is to position yourself as more like the Obi-Wan Kenobi, the wise leader willing to offer valuable guidance where needed. See the difference?
Here’s the point, you are more than just a printer. So, be sure your website, your branding, and your message all encompass the true solutions specialist you are.
