Print this TipAs I hit the 10-year milestone for publishing my weekly Print Tips, I want to share with you how they came about.
In September of 1999 I needed to market my new consulting firm…but how? I offered consulting services for companies that lacked on-staff print buying expertise. Yet I had no marketing budget. So I decided to record a 30-second print tip on my outgoing voice mail message.
That lasted one week.
Waiting for someone to call in to hear my Tip was idiotic. I needed to send out the Tip to people who were interested.
Voila! My adventures in email marketing began. This enewsletter has become my #1 marketing tool. Tips get forwarded and (with permission) reprinted. Subscription grows and grows. At every trade event, I meet people who look at my name tag and say, "Hey, I know you! I get your Tips!"
I tell you, it's magical.
The Print Tips are the reason why I know so many printing professionals, journalists, experts, consultants, and, of course, print buyers and printers. They've helped me build a community that sustains me. I'm having a blast.
For kicks, I thought I'd reprint the very first Print Tip of the Week.
PRINT TIP OF THE WEEK
9/27/99
Not all printers are created equal.
Many people think all printers do the same thing. Think again. For example, some specialize in annual reports, some in stationery products, and some in magazines. Some do copying as opposed to offset printing. Some have only sheet-fed presses, ideal for shorter runs; others have web presses, used for longer runs. Some have desktop publishing expertise. Many don’t.
And not every printer does four-color printing.
How do consumers find the appropriate printer? It’s not easy. A lot depends on what presses a print shop has. You can ask to see an equipment list -- but these lists are so technical that they’re virtually useless to the average print customer.
I recommend you interview print vendors about the kinds of jobs you need printed. Get samples of similar work they’ve produced for other customers. Ask lots of questions, so the salesperson is clear about the kinds of print jobs you need and the service you expect. And it’s always a good idea to get estimates from a few vendors.
Choosing the right printer is a lot harder than you think.
If you've been a Tips subscriber for awhile, you'll be thinking…
-
She's still like a dog with a bone - relentless in her position on printers. You're correct.
-
Good Lord, the Tips started out short and sweet. What happened?? I have no clue. Maybe we writers love to pile on the words. I'll try harder to make my points quicker.
-
What, no mention of digital printing? Nope. It was a new technology. No one was writing about it much.
-
Boy, this stuff's dated - did you catch the reference to 'desktop publishing'? What can I say? Back then, DTP was on everyone's lips. I don't hear it anymore now - ever.
-
Boy, this stuff's still current! You betcha. Printers are all different, based on equipment, prices, and range of services. Some things never change.
Here we are in 2009. I am as committed to these weekly Print Tips as I was in 1999, and to sharing ideas about how print customers can work better with the printing industry (and vice versa).
Sometimes I write about industry terminology. Mostly, I write about trends within printing, print buying, and media in general. Although we're part of the printing industry, we are part of a much larger field: communications. I try and connect the dots as technologies change, keeping a watchful eye on where print fits in.
Thanks for reading. It's been my pleasure.
Click to add a comment