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

From Curiosity to Conversation If you’ve been following Clay’s story for the last few months, you’ve seen how his first experiment with AI gave him something every print shop owner needs—confidence. But confidence isn’t enough. If a business is going to grow, change has to become a conversation. This month, in part 4 of The AI Success Journey for Printers, Clay starts talking with his team about AI… and finds out what they’re really thinking. “Let’s Talk About AI” Monday morning at Riverbend Print & Sign started like any other: coffee, install updates, a quick recap of orders going to production… but then Clay did something new. “Before we wrap up this meeting, there’s one more thing I want to talk about,” he said. “Let’s spend a few minutes on AI.” The room shifted. Jess glanced at Rick. Rick looked down at his notes. Someone exhaled a little too loudly. Maybe this was a mistake, Clay thought. They’re already picturing robots in the breakroom. But he kept going. Calm. Measured. “Last week, I used a free AI tool to help write a follow-up email to a customer who hadn’t responded. That one message turned into something I’m now doing regularly—a simple

Start small. Start safe. See what happens. Clay’s not diving into the deep end. He’s not trying to overhaul his whole business. He’s just doing what I recommend every printer do when they’re curious about AI: start small, start safe, and see what happens. Let’s continue with Part 3 of Clay’s story. A blank screen and a blinking cursor It was a quiet Saturday morning at Clay Morgan’s house. The shop was closed. His wife was out running errands. And Clay was sitting at the kitchen table, laptop open, coffee in hand. He stared at the prompt box on a free AI tool he’d bookmarked weeks ago. What am I even supposed to ask this thing? He thought about the customer who had gone silent after receiving a quote for two, 4’x8’ signs. Nothing unusual. But still, it bothered him. Okay, let’s keep it simple, he muttered, and typed: “Write a follow-up email to a customer who hasn’t responded in two weeks.” The tool responded almost instantly with a perfectly formatted email. Dear Valued Customer, We hope this message finds you well… Clay squinted at the screen. I’d never send that. It was professional, sure. But it didn’t sound like him.

When I shared Clay’s story last month, I described him as fictional but built from real conversations with printers just like you. That’s still true. Clay’s not here to tell you what to do. He’s here to help you see what’s possible. And I’m here to walk with you as you figure out what your own AI journey might look like at your own pace, one step at a time. This month, we check in on Clay as something begins to shift. His shop is steady. His people are solid. But deep down, he’s wondering: What happened to the spark? Same Shop, Different Feeling Monday morning at Riverbend Print & Sign looked exactly the same as it had for years. Clay Morgan walked into his main location at 7:58 a.m., coffee in hand, phone already buzzing. Jess from the front desk gave him a quick update on the delayed install at McKenzie Automotive. Production had run into a material issue, but the customer was still “fine with it.” Over at the cutter, his lead tech asked about reprinting a seasonal banner they’d done last year. “Check the archive, it’s probably there,” Clay said, half-turned toward his screen. It was all normal.

AI Didn’t Just Change My Mind, It Refocused My Mission When I first got serious about exploring AI, I looked at it through the lens I knew best: marketing. How could it help us produce better, more effective content for printers? That seemed like the right-sized question to ask. But I quickly discovered I was thinking too small. What started as a marketing experiment became something much more. The deeper I went, the more I realized that AI wasn’t just another content tool, it was a business tool. One that could reshape operations, communication, decision-making, hiring, forecasting. I wasn’t looking for a shift in my professional identity, but I found myself re-energized by what I was learning. AI didn’t overwhelm or distract me; AI refocused me. That shift didn’t move me away from the work I’ve always done with printers. It brought me closer to it with more precision and sharper alignment with our mission: to help printers sell more printing. The industry I care about is entering a new chapter, and I want to help printers step into it with clarity, confidence, and control. Which brings me to someone I’d like you to meet. Meet Clay Morgan Clay Morgan

How smart printers are getting better results by leading the conversation, not just asking for answers. If you’re like most print shop owners I talk to, you’ve probably dabbled with AI by now. Maybe you’ve even typed something like: “Write me a follow-up email for a customer who hasn’t responded.” And what came back was… fine. Not great. Not personal. Definitely not the kind of thing that makes you think, “Wow, this sounds just like me!” If that’s been your experience, here’s the good news: It’s not your fault. You’re just using the wrong playbook. You Don’t Win the Game By Reading the Playbook Alone If you’ve ever watched a high school football game—or better yet, had a kid on the team—you know the coach doesn’t just hand out a fat binder of plays and yell, “Good luck out there!” (At least, we hope not.) The real value of a good coach is in the conversation that happens before the play gets called: “What’s the defense showing you?” “What’s working today that didn’t work last game?” “How do we adjust so you don’t get flattened again on third down?” AI works the same way. Most people are using it like Google—asking for quick,

In last month’s article, Sam Lewis began transforming Print Perfect’s operations to better handle the influx of larger projects. Now, he reflects on how far his business has come—from struggling with low-margin jobs to thriving with a balanced, efficient workflow. As Sam looks ahead, he considers new ways to strengthen his team and grow his business sustainably. In this final installment, we see the culmination of Sam’s journey and the lessons that have set him up for a brighter future. Part 6: Small Orders, Big Decisions: A Brighter Future As Sam closed up shop one evening, he took a moment to reflect on how far Print Perfect had come. What had once been a simple print shop was now a thriving business capable of handling a range of jobs, from the smallest flyers to complex, high-volume orders. Implementing minimum charges, streamlining operations, and focusing on building deeper client relationships had all played a part in this transformation. But he knew the journey wasn’t over. The Path So Far Thinking back, Sam could hardly believe the challenges he and his team had tackled. From small, low-margin copy jobs to more efficient, large-scale projects, each step had required difficult decisions and careful

In the last installment, Sam Lewis showed how small jobs could lead to big opportunities, turning Print Perfect into more than just a quick-service print shop. With larger projects now coming in, Sam realizes his shop’s operations need an overhaul to handle the increased demand efficiently. In this article, Sam explores how streamlined workflows and automation can help his team stay productive and profitable while maintaining the quality his clients expect. As Print Perfect began taking on more substantial projects, Sam quickly realized the need for a streamlined workflow. While his new strategies for attracting larger jobs were working, the volume was straining his team. “If we’re going to keep up,” he thought, “we need to boost our efficiency—without sacrificing quality.” Identifying Bottlenecks Sam started by observing day-to-day operations closely, noting where time and resources were being lost. He quickly saw patterns: small jobs with multiple adjustments, delays in approvals, and time-consuming communication over project specifications. Realizing he couldn’t ignore these bottlenecks, he gathered the team for input. “I want to hear from everyone,” Sam began at their meeting. “Where do you see us getting slowed down the most?” Laura was first to chime in. “We spend a lot

Previously, Sam Lewis tackled the challenge of managing client expectations after implementing minimum charges at Print Perfect. With the policy now in place, Sam begins looking ahead to new opportunities. Instead of viewing small jobs as obstacles, he starts to see them as stepping stones for growth. This month, Sam explores ways to build deeper relationships and turn low-margin interactions into gateways for larger, more profitable projects. Can these small wins pave the way for big success? Part 4: Small Orders, Big Decisions: Turning Small Jobs into Big Wins Sam had spent weeks refining Print Perfect’s approach to minimum charges and client communication. But as he looked over his books, he noticed that while the small jobs had become more manageable, they still weren’t driving growth. “There has to be a way to turn these into something more,” he thought, pondering how to make low-margin work a stepping stone for bigger projects. Finding Value Beyond the Profit Margins One afternoon, Sam discussed his thoughts with Laura. “I’m wondering if we’re missing out on opportunities with some of these small jobs,” he began. “If we could turn these clients into repeat customers for larger projects, that could really make a difference.”

There’s something powerful that happens when print shop owners from across the country gather under one roof. Ideas are exchanged. Friendships are formed. Inspiration spreads. That was exactly the case at this year’s NPSOA Conference in North Little Rock, Arkansas—and we’re still riding the wave of energy and insights from the event. Whether you joined us for the first time or you’re a returning NPSOA veteran, this year’s conference reminded us all why events like this are more than just good business—they’re good for the soul. A Few Highlights (And Smiles) from the Event From workshops on AI to breakout sessions on streamlining workflows with Odyssey, the conference was packed with hands-on learning and fresh perspectives. We loved sharing our passion for helping print shops run smarter, faster, and more profitably—and just as much, we loved learning from you. Why Conferences Like This Matter Sure, you can read articles, attend webinars, and watch product demos from your desk—but there’s nothing quite like being in a room full of people who face the same daily challenges as you do. At NPSOA, we saw firsthand how powerful it is when printers: Talk shop with peers who have walked in their shoes Discover

In last month’s article, Sam Lewis began setting minimum charges for Print Perfect, a necessary but challenging step to sustain his business. Now, he faces an equally tough task: communicating these changes to his loyal clients. As concerns and questions arise, Sam learns that managing expectations is just as critical as implementing new policies. In this installment, we see how Sam navigates client conversations with transparency and tact, working to preserve trust while staying true to his business goals. Since implementing minimum charges, Sam had mixed feelings. Some clients understood and appreciated the change, but others raised concerns. Now, he faced the next challenge: how to communicate these changes in a way that would keep clients satisfied without undermining his business goals. One morning, as he prepared his usual cup of coffee, Laura approached him. “Sam, I think we need a consistent way to explain these new charges. We’ve been doing it one conversation at a time, and it’s a bit overwhelming.” Sam nodded, “You’re right. It’s time we establish a clear approach.” Building a Communication Strategy Sam decided to craft a message he could use across all client interactions. He drafted an email that outlined the reasons for the