As a printer, you wear several hats. Not only do you have to manage the day-to-day aspects of running your print business, but you’re also looked upon as a leader; one who’s expected to lead in times of crisis such as these. Additionally, you wear the hat of a marketer. Whether you embrace that role or fear it, there’s one aspect of your marketing hat you can’t afford to overlook right now: teaching. Marketing is Teaching An essential part of your job is teaching your print buyers, and it’s one of the most valuable ways to invest and secure both present and future customers. Teaching positions you to make connections you might have otherwise missed. For example, follow this scenario through: You give your print buyers information on something they’re eager to learn (like direct mail or print marketing tutorials or information). Your print buyer finds the answers to their questions through your information and influence and signs up for your email or mailing list. As your information continues to help, teach, and bring your printing company to mind, your print buyer then makes a purchase. After a satisfying purchase, your print buyer then refers you to another print buyer,