May the 'Printing is Going to die' Rest in Peace debate

Several times a week I get emails with the topic "Print not dead" or the opposite of "Print dead". The last message in your inbox is "Is direct mail dead?" Sometimes good and wise articles. Although it often makes headlines from big stale jammers, the only thing that matters is clicks.

Calm down, print? If the search results refer to anything, it seems that the "not dead" camp wins. There are 429,000 Google search results for "print not dead" compared to 129,000 search results for "print dead".

I say the argument doesn't matter. What matters is what happens in our backyard and the end result. A successful small business does not depend on experts, society or society. In general, fortune tellers and preachers often mistake the future, so why don't they take up space in our brains?

The dead or not dead debate reminds me of the crowd "by making money in internet marketing." The problem is that "Internet Marketing" is not a business. This is only one of the many media outlets available for mass communication.

Difference is important. First, there must be a business that offers something that promises. Only then can you use online marketing to market your product to the public. Suppose online marketing is the only tool you use to sell your product (it shouldn't be), it's not your business. If they want to be less deceptive and less accurate, they must provide tips on how to use internet marketing to make money in your business.

Print is also one of the many media outlets available for mass communication. Yes, I understand that many die printed articles discuss the general state of the print industry. For our purposes, let's focus on the idea of ​​printing as one of many media. Discuss and focus on our personal actions.

Ink on paper is used creatively in many ways to communicate with clients and potential customers. As long as people can find ways to use print media to attract clients to their business, get directions, close sales, and present new ideas, no one can say he is dead.

The only thing that dies because of printing is the number of failures in printing usage. Newspapers are a good example. Many jobs come out because they no longer offer anything that customers appreciate.

But there are still many profitable newspapers that will be able to get a price for enough money to stay in business and make a profit. Example: Warren Buffett recently bought 63 newspapers serving the local community. He claimed to be profitable or profitable.

However, recently a few years ago, he boasted that he would never invest in newspapers at any cost. Ignoring his appreciation, he considers it valid in problematic newspapers that promise strong returns on investment if managed and sold properly. Buffett is never far from a significant investment that has the potential to get a good return.

We must do the same. Ignore public comments. Look for a good value and return on investment. Two important questions that must be answered are:

1) How can I use printing to increase sales and profitability in my business? (Where are the prices and what are you returning?)

2) How can I teach my clients to do the same thing? (This question applies to those who work in printing.)

To answer the first question, there are dozens of ways to use printing to fit any small business marketing strategy. Direct mail, directories, print advertisements, leaflets, newsletters, sales letters, magicians, and unique packaging can be used creatively to produce leaders, sell campaigns, educate customers, and maintain and support.

However, it is important first to check on a small scale to see what results are needed. If something works well if it doesn't work, move on to the next project. In this era of digital printing, it is easy and inexpensive to print and send letters to a small group of potential customers. The prize for printers is that your printing costs are far lower than what others pay on the retail side. Printer, make no mistake not to use this maximum value to your advantage!


For printers among viewers, the best way to educate your customers is to give an example. In other words, will you go to a fat personal trainer? Probably not. Expect an example. As a printer, you can take advantage of printing your value for money. Value and potential returns are above average. So, printing becomes a big part of your marketing strategy.

Show the potential of the company that attracts your ideal clients. (This is an article related to the ideal customer). Send monthly bulletins via email. Please provide examples of how your customers are accustomed to printing successfully. Send a printed guide that explains everything you do and highlight each service with comments. Send a birthday or holiday gift in a unique print package. I got an idea.

So remember that there are still values ​​in print. Like Warren Buffett, we must find our own value. Then we take the calculated game and look forward to a reasonable return on investment. It is always like that. The only failure is to trust the defendants who want you to move from death, or trust those who believe that the printed train will come.

Of course, there are many other media outlets that also need to be verified and assessed. Almost everything that has been said above must be done in different media. But this is another day. Printing is still a growing and effective media of information. Ignoring them means not paying attention to the great value in your business, and that can mean the difference between success and failure.

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