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Founder, Print Buyers International (PBI)

Margie's Buyer Insights

By Margie Dana

About Margie

Margie Dana, a former print buyer, is the founder of Print Buyers International (PBI) and its member-based organization, Boston Print Buyers. These professional organizations cater to print customers worldwide through education, an annual buyers conference, Print Buyer Boot Camps, and networking opportunities.

Margie's perhaps best known for her weekly enewsletter, Margie's Print Tips, which she's published weekly since 1999 in an effort to build bridges in the industry. For years, Margie has been a popular speaker at industry events here and abroad. Her clients include print company executives who rely on her to help steer their marketing campaigns and make their online efforts more customer friendly.

 

30 Reasons Why Printers Should Produce a Newsletter

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If I did a survey of all U.S. printing firms, I’ll bet you anything that the majority of them don’t regularly produce a company newsletter for their customers. Talk about a wasted opportunity to shine!

Printers hear “newsletter” and think:

• Too much work.
• Nothing to say.
• Who’d read it?
• Who’s got the time?

I, on the other hand, think:

• Must-do.
• Great prospecting piece.
• Perfect educational tool for customers.
• Tons of ways to use it.
• Easy as pie.

This blog post is for all of you (yes, you) who don’t have a monthly newsletter for customers. Here are just 30 of the reasons I hope will convince you to start one.

1) It’s a way to communicate regularly with customers and prospects.

2) To build your database of prospects.

3) To deliver something analog and digital (post it on your Website once it’s mailed); e-mail it, too.

4) To provided valuable information.

5) To keep your firm top-of-mind.

6) To announce innovative processes, products or technologies.

7) Because you have plenty of valuable content.

8) It’s a professional, acceptable way to engage with customers and prospects.

9) You can include a feedback mechanism to encourage dialogue.

10) By demystifying the manufacturing process, you make working with you more effective and less intimidating.

11) You can include promotional copy, too—but not at the expense of information.

12) You can feature new employees.

13) You can feature customers.

14) You can keep customers ahead of the curve.

15) You can include testimonials from other customers.

16) You can include images of knock-yer-socks-off pieces you’ve produced.

17) You can share news of awards you’ve received.

18) Because your competitors are sending newsletters.

19) You can repurpose content in umpteen ways: in Tweets, on Facebook, on LinkedIn, in your blog, e-mail sales tips, etc.

20) Posted newsletters keep your Website fresh and current.

21) You can run contests in it.

22) You can have guest articles.

23) Because your newsletter can be short or long—it’s up to you.

24) Because an educated customer feels empowered—and grateful to whoever educates her.

25) It will complement the information your sales reps are telling customers.

26) It’s a way to let your corporate personality shine through.

27) Readers will forward digital versions to others, so your reputation will grow.

28) It’s something to Tweet about.

29) It’s a place where you can address common customer issues and concerns.

30) It’s a lot easier than you think.

There you are. Now, get on it! Make a company newsletter one of your 2011 resolutions. Get in touch if I can help.

Industry Centers:

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COMMENTS

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Most Recent Comments:
Margie Dana - Posted on December 07, 2010
Thanks, all. Yes, print & post online and get permission to email it out, too. A newsletter needn't be huge. I think that's the part that scares people the most - the sense it has to be long and involved. MD
Kelly - Posted on December 07, 2010
GREAT work, Margie! And also, remember, you don't have to do it yourself - there are whole companies out there dedicated to helping you with your sales and marketing messaging! (ahem) and here's an example of a great one I just found today http://www.copresco.com/lite10/co1110.pdf
Mary Beth Smith - Posted on December 07, 2010
It amazes me that printers don't PRINT a newsletter. C'mon - think about it!!! The very thing we want customers to love and we won't spend the money or time ourselves? What does this say about us?! We went back to a print newsletter last year, with Patrick Whelan's help, and couldn't be more pleased. It provides a sophisticated, attractive outreach to our customers, as well as repurposed content for web, blog, facebook, twitter, email marketing, and sales collateral. This should be a no-brainer for printers - Thanks, Margie!!
Patrick Whelan - Posted on December 07, 2010
I could not possibly agree more! Great article Margie. Best wishes for the holidays!
Click here to view archived comments...
Archived Comments:
Margie Dana - Posted on December 07, 2010
Thanks, all. Yes, print & post online and get permission to email it out, too. A newsletter needn't be huge. I think that's the part that scares people the most - the sense it has to be long and involved. MD
Kelly - Posted on December 07, 2010
GREAT work, Margie! And also, remember, you don't have to do it yourself - there are whole companies out there dedicated to helping you with your sales and marketing messaging! (ahem) and here's an example of a great one I just found today http://www.copresco.com/lite10/co1110.pdf
Mary Beth Smith - Posted on December 07, 2010
It amazes me that printers don't PRINT a newsletter. C'mon - think about it!!! The very thing we want customers to love and we won't spend the money or time ourselves? What does this say about us?! We went back to a print newsletter last year, with Patrick Whelan's help, and couldn't be more pleased. It provides a sophisticated, attractive outreach to our customers, as well as repurposed content for web, blog, facebook, twitter, email marketing, and sales collateral. This should be a no-brainer for printers - Thanks, Margie!!
Patrick Whelan - Posted on December 07, 2010
I could not possibly agree more! Great article Margie. Best wishes for the holidays!