I Know What Print Buyers Don’t Want
Last week, a printer emailed me asking if I had a handy list of what print buyers want. It got me thinking. Any list I compiled (or anyone compiled, for that matter) would have to be generalized. Print buyers don’t all think alike. They have individual styles, priorities, skills and buying practices.
While had I intended to create that list here today, I opted instead to turn it on its head and tell you what print buyers don’t want. Next time, I will tell you what they want.
22 things that print buyers don’t want…
• To be harassed by cold-calling print reps who have nothing exceptional to offer.
• To be contacted by print reps who haven’t done their homework on a particular buyer and her or his company/industry.
• To be surprised by an unexpected ANYTHING during the production process.
• To be kept in the dark when problems arise that will jeopardize the deadline, cost and/or quality of the printed piece.
• The runaround. They don’t want to have to chase down their sales or service rep when they call the plant looking for them.
• To be lied to—about capabilities, pricing, quality, delivery dates, paper spec’d, etc.
• To be the last one to hear that one of their printers has suddenly shut its doors.
• To wait for estimates.
• To get an invoice that doesn’t come close to the expected price.
• To be forced to work with a printing company chosen by someone else (i.e., their boss).
• To be spoken to condescendingly by a printer who doesn’t take the time to find out how much experience they have.
• To be intimidated by jargon-spouting print reps who don’t take the time to find out that a buyer is brand new in the field.
You may know Margie as the producer of the annual Print & Media Conference. Although she’s exited the event production business, she’s still publishing her Print Tips newsletter. She looks forward to helping companies create and style all of their content so their potential customers sit up and take notice. For details and to sign up for her Print Tips and new marketing blog, visit www.margiedana.com or e-mail Margie at firstname.lastname@example.org.