Dick Olenych Archives - Marketing, content, & technology to help printers sell more printing

It’s no secret that the printing industry has been feeling the increasing effects of the paper shortage crisis. This pain point has been popping up in conversations on online forums, phone calls and email connections with our printers, and even social media. Just this past week, we posted the following meme on our LinkedIn channel, and the comments that followed quickly turned to paper and the lack of it. So, what’s the deal? What do you think is causing this unprecedented paper supply issue? How is it affecting your business, and what are you doing to alleviate the issue for both your business and your clients? We asked a handful of our subscribers these questions to get their take on things. Check out the helpful information and tips they provided in their responses below. What is Causing the Paper Shortage Issues? Some quick research will show you that the paper crisis didn’t just suddenly appear; it’s been a long time coming. In Lou Caron’s article, “Paper Shortages: What’s Behind the Problem and What Can We Do?”, Caron attributes several factors that have led to the current state of the paper supply, including: The closure of North American paper mills and

I’m not a smart guy. I’m smart enough, don’t get me wrong, but I’m no brainiac. I do work really hard, though, and I’m proud of my work ethic. Actually, I’m very proud of all of my ethics. I always try to do the right thing even if it’s not the right thing for me or my business. Do you know what I am good at, though? Sorry, that’s not right… Do you know what I am exceptionally good at? Branding and messaging. That would make sense since I’m good with words. At one point, I was a Writer, Author, and Speaker (WAS). But, let’s get back to you. 3 Ways to Understand What You Are Selling What are you selling? Is it quality printing? (Yawn) Put me to sleep. Do you think the other guy is selling crappy printing? Is it fast printing? If so, then you need to be Amazon fast. Here are three things you must do to understand your value proposition and what you’re truly selling. 1. Know your company’s strengths and what you excel at. This is an honest evaluation, not a nostalgic view, or even worse, a sentimental yearning. Times are always changing, and print

I’m a small business owner. I don’t have a million dollar budget. And I don’t have cherry conference tables either. I used to, though. When I worked in the corporate world, I was a Marketing Director for a multi-billion dollar international corporation. It was good, and the perks were even better. I had a fat expense account that was used to entertain customers. The first time I went to my favorite steakhouse and had to pay with my own greenbacks, I was shocked at the prices. I couldn’t believe it. I immediately became green with envy for the “good old days.” Such is life. Today, as a small business owner, I know where my company is, and I know who my customers are. In my industry (print), the competition is everywhere, and the “good old days” are long gone. Here’s How to Stay Ahead 1) Divide and conquer. Understand that there are multiple aspects to your business and make each one a functioning profit center. Most business owners come to know this by their second or third year. It’s important to realize that each of those profit centers will, at some point, be experiencing pressures that they haven’t had before. It could

Who needs marketing? Things are great. I’m busier than ever, and profits are through the roof! In fact, I don’t want or need any more business. All of that may be true. This has been an incredible run. Nine years of economic growth. Not a record, but it’s certainly has been a great ride. I hope it continues for nine more years. However, if it doesn’t, I’m prepared because I don’t see my future and the future of my company hinging on the whim of the economy. Here are three fundamental reasons why any company should always invest in marketing. 1) The good times never last. Come on admit it, they never do. The economy will change, and, when it does, are you prepared? Is your brand prepared? Is your brand memorable, even in a downturn? Will customers choose you over someone else in difficult times? Or better yet, will they remember you when their wallets get tight? This economy will change, and it will affect your business. This is why it’s so essential to plant those marketing seeds today, so you can harvest when times aren’t quite so bright. “Winter’s coming.” Sorry for the cliché. But it is true.

Times sure are changing, aren’t they? A few years ago, I could post on any one of a half dozen websites for a job at my printing company, and I would be inundated with resumes. Today, with record low unemployment, the task is much more difficult. For me, this is especially trued when trying to hire good CSRs (Customer Service Representatives). I need the “Goldilocks” of CSR’s, the one that is just right. After all, I don’t sell print, I sell happy. That means my CSRs have to be just…right. How to Make it Easy on Yourself Hiring employees today is harder than ever. Here are a few tips to help make it easier on you. 1) Never wait until the last minute. Change is going to happen, and it will be disastrous if you are not prepared. As a small business owner, having options is always beneficial. Why aren’t you preparing? Remember, nothing lasts forever, including that longtime, loyal employee. Start the hiring process today by researching and interviewing. Do not wait, even if you do not have an immediate need. This effort needs to become your new normal. 2) Understand if you are hiring for attitude or aptitude.

Do you know how hard it is to sell “happy”? As the owner of “The Happy Printers,” selling “happy” is one of the hardest things I have EVER done. I have climbed mountains, lived with nomadic tribesmen, lost a parent when I was young, and I’ve been married for 32 years. But, believe me when I tell you that trying to sell “Happy” is a bear. It’s so much more difficult than any of those other things (just don’t tell my wife, OK?) Generally, I’m a pretty happy guy. But for my employees, it can be a totally different story. Employees are human, which means they don’t always come to work with the right attitude. People can sometimes bring their “baggage” to work. Here are four and a half things that have worked for me to minimize those baggage claim tickets and retain our “Happy.” 1) Engage with as many employees as possible on a daily basis. Your time is important. But their interaction with you is more important. You’re the big boss, which mean they will naturally gravitate to you. Be sure to always have a kind word available for those around you. Your company may be your life, but to your

Ever Eaten a Beehive? Have you ever gone out on a limb? You know, scooching a bit too far, feeling the limb start to sag, but reaching…stretching your fingers until your joints hurt? That honey is all you want. It’s all you dream about. Right? That honey is your Holy Grail. But, no matter how far you reach, that hive of honey is just too far, too elusive, too hard to grasp. The Business of Bees Stretching for the unattainable is what being a small business owner is all about. All small business owners dream of that honey, of hitting it big. We think that when we open our doors, life will be a vacation, but that’s not how it works. Small business owners get “stung” by a million problems every day. It can be relentless. How can anyone manage through that? Execute, Execute, Execute If you want to learn to push through to reach the impossible, there are three really easy steps. Although these steps will help you, remember, it’s always about the execution. Execution is the key to success. Don’t tell me how you are going to be successful, SHOW ME. Everyone wants to sell their company for millions, but in reality,

Ever been rejected? I have. When it happened, it stung. I used to write for a large publisher who eventually told me that one of my articles wasn’t good enough to be published. I had written roughly 200 pieces for this publisher when suddenly, they said ‘no.’ As a part of their declining my articles, they offered no discussion, no re-write, no conversation. Just a ‘declined.’ I’m not sure if it’s because of my ego, my busy schedule, or because I’ve lost my way, but I haven’t written much since, despite my love for writing good content. Either way, I have no excuse. Can you relate? Have you ever wanted to do something that you love, but didn’t pursue it out of fear, timing, or any other number of reasons? But, why wouldn’t you go after what you love to do? “There is no passion to be found playing small—in settling for a life that is less than the one you are capable of living.” —Nelson Mandela To Boldly Go or To Go Boldly? Writing is Hard. I often hear people say ‘I’m a good listener.’ Usually, this means they’re not. Let’s be honest. When someone has to announce they’re