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

If someone discovers your print shop for the first time, there’s a good chance they’re not walking through your front door. They’re finding you online. That’s why your website matters just as much as the beautiful job you just shipped. But for a lot of printers, the website is “that thing we’ll fix someday” while presses, people, and deadlines scream louder. If your site feels a little tired, a little out of date, or you’re simply not sure it’s helping you sell more printing, don’t beat yourself up. Many shops are in the same place. The good news: a simple year-end website tune-up for printers can make a real difference. You don’t need to rebuild everything. You just need a focused list of quick wins you can knock out before the ball drops. Why Year-End Is the Best Time to Fix Your Website You already think in seasons: back to school, holidays, trade shows, slow spells. The end of the year is when you naturally take stock, clearing out the shop, wrapping up invoices, reviewing the numbers, and planning for next year. Your website deserves a spot on that list. A short tune-up now helps you look more current and

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

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,

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

Imagine being the first name that comes to mind (think: “Hey, Siri!”) when your customers are looking for answers, solutions, or guidance. Would you like to be a trusted coach who helps people set the course in their decision-making journeys? That’s the power of sales and marketing white papers. These in-depth, authoritative guides don’t just showcase your expertise—they create a bridge of trust, positioning your business as the partner who understands your customers’ challenges and has the solutions they need. For printing companies, white papers are a marketing cornerstone that can generate high-quality leads, build lasting customer relationships, and drive incredible sales results. What Are White Papers and Why Do Printing Companies Need Them? White papers are comprehensive guides designed to help readers understand an issue, solve a problem, or gain actionable insights for future decisions. For B2B companies like printing businesses, white papers are especially valuable because they cater to print buyers seeking detailed information to guide their purchasing decisions. Modern buyers (including print buyers) are more independent than ever, preferring to research options on their own. In fact: 87% of buyers use white papers during the early stages of their decision-making process. B2B buyers also rely on thought

In the 1989 film, “Back to the Future II,” a sports almanac from the future falls into the hands of bad boy Biff Tannen, allowing Biff to play the odds and amass incredible wealth based on his fabulous betting abilities. Through his future-oriented outlook, Biff experiences a dramatic life transformation, morphing from an unremarkable car detailer to a corrupt figure with an enormous fortune. (Luckily, Marty McFly has a few tricks up his own sleeve . . . but that’s a story for another day.) Do you ever wish you could have a break like Biff – gaining advanced insight to position yourself proactively, while staying ahead of the trends that matter? Sure you do! So let’s dive into what’s shaping the future of print marketing and learn how you can lead the charge. Forecasting Success: A Sneak Peek at What’s Next In 2025, the printing industry is poised to embrace several key marketing trends that will shape its evolution. Here is a quick synopsis of each trend, with tips on how to respond. Trend 1: Print-On-Demand Services This approach minimizes waste and cuts costs by allowing businesses to produce exactly what they need, when they need it, eliminating large

“Motivation is what gets you started. Habit is what keeps you going.” – Eliud Kipchoge, king of marathon running Athletics is all about fast times and firsts, and marathon racing puts strength on display with its grueling 26.2-mile test of physical, mental, and emotional endurance. Kenyan Eliud Kipchoge, known by many as the king of marathon running, is the only man to hold both the official and unofficial marathon world records. Raised by a single mother, he ran two miles to school each day but did not start running seriously until his teen years. Early in his career, he ran in shorter distances, winning the 5,000-meter bronze medal at the 2004 Olympics before transitioning to marathons in 2013. At the height of his career, Kipchoge was known for immense self-discipline – from 5:00 AM mountain pacers to logging every workout in a personal notebook. But there’s one thing he did not do: overextend himself in training. In daily runs, he never pushed past 80-90 percent exertion. And his slow, steady consistency paid off. On his journey to logging the first sub-two-hour marathon in history (in 2019), Kipchoge never sustained a serious injury, put down four of the fastest 10 marathons