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

When the flash of digital marketing often outshines the steady glow of substantial content, it’s easy for print businesses to fall into the trap of chasing clicks over creating connections. But let’s get one thing straight: attention without retention is the marketing equivalent of a mirage—enticing from afar but ultimately leaving your print buyers parched for real value. The Seduction of the Spotlight for Printers In your quest to cut through the noise, you might prioritize the allure of attention-grabbing tactics. And why not? The initial rush of a spike in website traffic or a flurry of social media engagement is intoxicating. But here’s the rub: if all you offer is the marketing equivalent of a fireworks display—spectacular yet fleeting—you miss the opportunity to truly engage with your audience beyond the initial “oohs” and “ahhs.” Remember: Attraction Is Just the Beginning Focus not just on drawing your print buyers in but on what happens next. Your marketing should be a beacon, not a flashbang grenade. The Overlooked Middle Child: The Consideration Stage Much like a middle child vying for attention among siblings, the consideration stage of the buyer’s journey often gets overshadowed by its flashier counterpart, awareness, and the eagerly

Greetings, Printer Friends! As I recently found myself in front of the camera for a new work headshot (which you’ve probably noticed on the Tip of the Week videos), I couldn’t help but reflect on the changes that life has etched onto my face over the past ten years. As a woman who navigated the challenges of raising three teenagers, confronted numerous health hurdles, and joyfully ticked off items from her bucket list, the person staring back at me in the photograph is undoubtedly not the same individual I was a decade ago. And guess what? That’s perfectly okay. Embracing Change: A Personal Journey The journey of the last ten years has molded me into someone resilient, compassionate, and, dare I say, wiser. It’s been a ride filled with highs and lows, but each experience has contributed to the person I am today. Much like our personal lives, businesses, too, undergo transformative journeys. At Marketing Ideas For Printers, we’re no exception to this evolution. A decade ago, we were a different company with different goals, a smaller (all-local) team, and a vision for the future that was just taking shape. Fast forward to the present, and the growth we’ve experienced

If you’re a word nerd like me, you already know the trick to getting unstuck in any word game – you change your perspective. From rearranging the letters to spinning the board around to silently asking things like, “Is paczki* a word?”, you do whatever it takes to get your brain to engage in a different way. *(Paczki is a word, by the way, a 23-pointer!) If you’ve been feeling stuck in your ways and are looking for a fresh perspective to boost your print business, you’ve come to the right place! Here are a few tips on changing your perspective and taking your printing company to the next level. Start with why. First things first, ask yourself why changing your perspective is important. As the old saying goes, “If you always do what you’ve always done, you’ll always get what you’ve always got.” In other words, if you want to see real growth and success in your printing business, you need to be willing to try new things and think outside the box. So, how do you go about changing your perspective? Here are a few tips: Look at your business from your print buyer’s perspective. It’s easy to

A while back, I told you about how much I enjoyed my comfort zone, in contrast to my risk-taking husband, in a blog titled 7 Do’s and Don’ts for the Risk-Adverse Printer. These days, I’m still not riding kayaks off of cliffs or participating in family skydiving events like the one below; however, that doesn’t mean my comfort zone hasn’t been shrinking. Stepping out of a comfort zone will look different from one person or business to the next. For some, it could be as simple as one step in an unknown direction. For others, stepping out means the daily battle of fighting their way toward a goal they’ve been working on for years. Here are a few tips to keep in mind if you’re looking to step outside your comfort zone. Know Your Motivation To move outside of your comfort zone, you must first learn what it’ll take to motivate you there. After decades of overthinking, I’ve come to understand the number one thing that pushes me out of my comfort zone is not the adrenaline rush (a.k.a. absolute terror!) of jumping out of a perfectly good airplane. Rather, I am motivated to get uncomfortable if it means helping someone

At its core, marketing is about solving the pain points of your buyers. As Jonathan Lister of LinkedIn says, “As marketers, we should be changing the mantra from always be closing to always be helping.” Marketing genius can feel tricky and elusive to some, but it doesn’t have to be any more complicated than simply helping others make their lives easier. Below are three real-life examples of marketing genius I’ve recently experienced, marveled at, and learned from. 3 Displays of Marketing Genius in Real Life 1) Apple’s New Face ID Apple has been synonymous with “marketing genius” for a while now, but have you ever stopped to think why that is? One of the more recent reasons has been their ability to quickly see, adapt, and meet the needs of their users amid the COVID-19 pandemic. The COVID-19 pandemic came with many frustrations: online learning, shutdowns, vaccinations, etc. COVID also brought with it mask-wearing, and as every Apple user knows, it’s a real pain not to be able to open your phone with your face I.D. because you’re wearing a mask. So, Apple responded to the pain point. First, Apple began to meet this need with the iOS 14.5 upgrade,

Ah… What a beautiful time of year! It’s the season of counting our blessings and spreading thankfulness and gratitude. So why am I so tired of feeling invisible? The other day I checked out at Walmart with an actual human checker. Even though I stood at the checkout for a while, the checker didn’t look up at me once or say a single word to me — not even to tell me my order total. Then, there was my recent trip to McDonald’s. I stood at the front counter waiting for someone to take my order, only to be yelled at by an employee from behind a wall somewhere that I was supposed to use the order kiosk. I don’t understand service like this, during the holiday season or any time of the year. Shouldn’t I, as the customer, be the center of your attention at that moment, even if it’s just enough to look me in the eye, ask me how my day is, or even to say hello? Situations like these are why I truly believe that today’s business success stories will be from those companies that know how to love people in one or all of the ways

I have kind of an odd question for you: Who’s the biggest jerk in your sphere of influence right now? Does your mind immediately picture a recent bad-tempered customer or an unrelenting vendor? Or maybe it’s an employee, neighbor, or that “blast from your past” on social media? As I pondered this question myself recently, I came to an eye-opening realization. The biggest jerk in my sphere of influence is ME! Surprised? Trust me. I was too. But, let me explain how I came to that conclusion and some valuable things I learned, particularly one word that is changing everything. Don’t You See What I See? I’ve had a series of marketing consult calls lately with some printing business owners. All of these conversations have included statements from incredible men and women that sounded similar to this: “I know this marketing stuff is important, but I’m just not good at marketing.” “I really see a need from my print buyers for _____, but we don’t sell _____.” “We just put up a new website, but no one is coming to it.” On each of these calls, I listened to these printers adamantly express what they weren’t good at, what they

In my last contributor blog, I wrote about my battle with Trigeminal Neuralgia and the 3 Lessons I Learned from Brain Surgery that Could Benefit Your Print Business. Now, you’d think I’d only get to share a story like that once in my lifetime. But, at the time of this writing, I’ve been home for three days after a 13-day stint in the hospital battling COVID pneumonia. Nine of those thirteen days were spent in the COVID isolation unit. I couldn’t see anyone except for the medical staff that looked like they walked off the set of Contagion or The Martian in their clean suits. While in the hospital, four more of the MI4P staff were also battling COVID, and although they didn’t get hit as hard, they’re still facing the lingering effects head-on. As I walked into the emergency room that Sunday afternoon, I had no idea my world would be turned upside down over the next two weeks. And, therein, lies my point. Have you ever considered how you’ll handle the unexpected at your business? Are you ready for it? While it’s impossible to lay out a contingency plan for every possible scenario, there is one thing I’m

Man, that’s a blog title I never thought I’d write. But sure enough, here I am on the other side of an incredible life valley with a better understanding of what the late Philip Roth once said, “Nothing bad can happen to a writer. Everything is material.” In early May of this year, I was diagnosed with a rare, chronic neurological pain condition called trigeminal neuralgia. At the beginning of August, I underwent a successful microvascular decompression brain surgery. While spending six weeks in recovery, I was able to sit, to think, and to see things differently than the go-go-go of my normal, everyday life. I quickly came to the realization that there are easy things in life, and there are hard things, but ALL things can teach us something if we’re open to it. So, if you currently find yourself in a tough spot (as so many have in 2020), here are three of the lessons I learned that could help your print business weather any current or future storm. 1. There’s Always a Choice Did your print business have to shut down during the pandemic and you’re still struggling to recoup lost print sales? This pandemic has truly been

Have you ever had a phrase or cliché that just grated on you? You know, sayings like, “It is what it is,” “Only time will tell,” or “Every cloud has a silver lining”? For me, it’s the infamous “Enjoy the journey.” For some reason, whenever I hear that little nugget of so-called wisdom, my inner self just seems to roll its eyes. I don’t want to enjoy the journey. I just want to get there! As a natural planner and implementer, I see the start of a project, the finish, and for the most part, am pretty good at mapping out all of the in-between stepping stones to get there. But, here’s the rub. At some point, I began to equate success with “getting there,” wherever “there” may be. I thought that when a project was completed, a goal was met, or a new product was launched, then I could put a big ol’ checkmark in the box of success. You see, many of us tend to think that success is some sort of arrival point and, as such, constantly measure things by how finished they are. But how many things in life or in your print business actually stay