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

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

If you’ve ever felt the pinch of a tight budget, you know the importance of making value-driven decisions. A central question of economics is this: how do we assess the value – or the economic WORTH – of a product or service? For example, is it “worth” paying more for cookware that will last twice as long? Is it “worth” investing in a star NFL quarterback if it means more people will follow your team? As a professional printer, maybe you’ve asked a different version of this question: Is it “worth” investing dollars into your own direct mail marketing? It Costs Money NOT to Market Your Print Business As digital marketing continues to expand, many printers have answered this question with inaction. Maybe this describes you. Have you drifted toward ambivalence or stopped sending direct mail marketing altogether? Perhaps the price tag on direct mail (including both time and financial cost) has discouraged you from using this time-tested tool. Here’s an important truth to consider: It costs money NOT to market your business. While direct mail takes effort, it is also an important building block to your future success. When you overlook this strategic marketing channel, here are three different

Welcome back to another edition of Sell More Printing, where we explore real-world sales and marketing strategies that you, as a printer, can adapt to boost your business. This month, we dive into the powerful role of creating a welcoming environment in your shop, inspired by a modern banking experience and a cherished memory from my early days in the printing industry at Express Press in Fargo, North Dakota. The allure of complimentary cookies and coffee might be why some customers, myself included, prefer visiting their bank in person rather than speeding through the drive-through. This simple yet effective approach to customer care can transform a routine errand into a pleasurable visit, increasing customer satisfaction and loyalty. Now, imagine applying a similar strategy to your print shop. How This Helps You Sell More Printing Reflecting on the early ’90s, I recall the innovative spirit of Mike Stevens at Express Press. Mike often credited his father, Jerry, as his “secret weapon.” Jerry was known for his humor and friendliness, and he introduced a unique way to welcome customers—by baking bread right in the lobby using an automated bread-making machine, a cutting-edge technology at the time. The delightful aroma of fresh bread

The Cambridge Dictionary defines a dead-end as a road with no way out – or a situation without hope of forward progress. Your print business invests precious resources to drive people to your website. But are you “wasting” this inbound traffic without offering visitors an actionable next step? Like real-life dead-ends, website roadblocks are a joy killer. Dead-end pages or content pieces are those with no connections leading further. As a wave foams out on the shore, these pieces put a hard stop to existing momentum. Connections Build Commitment If you want print prospects to marry your printing company, first you must “court” them with customer engagement strategies. Customer engagement is the sum of all interactions between a business and a client. Touchpoints occur through many channels, but ultimately, they increase the amount of time and attention people give you, which builds their confidence and motivates them to buy. If website viewers are prospects considering your print company, it’s your job to woo them toward a purchase decision. Here are several ways to move people forward. Audit Every Page for a Next Action Print buyers should never get to the end of one page or ad and not know what

Welcome back to another edition of “Sell More Printing,” where we consider sales and marketing strategies that can significantly boost your printing business. In this issue, we’re spotlighting how your Management Information System (MIS) can be so much more than just a management tool; your MIS can also be a key element of your sales and marketing framework. Keep reading below, but also watch the replay of the Your Marketing-First Blueprint for Website & MIS Success webinar to discover how this strategy unfolds in more detail. This all-in-one solution, with its one-of-a-kind approach, specifically addresses the challenges of running a print business. In today’s competitive market, integrating your MIS with your marketing strategies is not just innovative; it’s essential. If your marketing strategy is designed to lead your prospects and customers to your website’s order forms, why can’t your website ask for the sale when they arrive, “Ready to make a purchase?” Why can’t your MIS tell your website to say to your customer, “Thanks for your order!” and then turn to your production team and say, “I’ve got a new order for you to print!” Odyssey Connects Marketing to MIS That’s exactly what happens with Odyssey, the Print MIS that lives

Welcome back to another edition of Sell More Printing, where we explore real-world sales and marketing strategies that you, as a printer, can adapt to boost your business. This month, we’re diving into a topic sparked by a conversation with my daughter, Tessa, about an unusual traffic marvel – England’s 7-circle Magic Roundabout – and how its principles can revolutionize your marketing approach. The Magic Roundabout: A Complex Dance of Traffic Imagine navigating a roundabout. Now, multiply that by seven interconnected circles! That’s the Magic Roundabout in Swindon, England. Click here to see a short video of this unique system in action. Initially confusing, this roundabout efficiently manages heavy traffic from multiple directions. Each mini-roundabout within the larger system requires drivers to adapt, observe, and react quickly – much like the multifaceted world of marketing. How This Helps You Sell More Printing The Magic Roundabout’s complexity mirrors the challenges you face in marketing your printing business. Just as drivers must choose the right path through the roundabout to reach their destination, you must navigate various marketing strategies to reach your target audience effectively. Steering Through the Marketing Maze: Practical Steps To adapt this analogy to your printing business, consider these key