Business Management - Marketing/Sales

In our attempt to save time, we often put communications into text or email formats. Be aware that in doing so, you open yourself up to being misunderstood. Some news can get delivered in electronic format, but the important stuff should be shared verbally.

A buyer’s personality can make or break a sale. Agree? In this week’s “Short Attention Span Webinar,” Kelly and I talk about four different types of buyers, enabling you to know when to yin and when to yang.

Most organizations that find themselves on the move, growing and in the news, leverage tried-and-true strategic marketing practices. One of my more favorite case studies is Apple, Inc. So what can we learn from Apple’s market firsts and product launches?

If a picture’s worth a thousand words, a “show-me” piece is worth a thousand pictures. “Show-me” brochures help printers and binderies sell their services by physically demonstrating the impressive printed materials we can create.

Hey, print sales rep. I’m sorry it had to end this way. I really am. Yes, your price was too high and you can blame me if you like. But do you want to know why you really got the boot?

Dimensional direct mail, such as this featured box, receives among the highest response rates. It’s easy to see why with this gift box. The Esse Pearlized stock retains its texture and sparkle even after receiving the flood of red ink. Lift the luscious lid and...SURPRISE! The bottom of the box unfolds like an origami flower to reveal the invitation to a private, after-hours holiday reception.

For me, defining the ideal customer comes down to two things: personality and the relationship. In my 30 years of sales, I have hit the sweet spot fewer than a handful of times. My ideal customer calls me and asks for my opinion when he/she has a problem and needs advice on how to solve it. My expertise is recognized and valued.

You may have heard of SoMoLo, which translates to social-, mobile- and local-based marketing. This “new” concept will kill PRINT as we know it today...NOT! SoMoLo is an effective and integrated process for marketing, but so is print and mobile, print and social, print and local marketing, and print and media and, yes, print and much, much more.

A study carried out by research company Campbell River found that people were more than three times as likely to donate after being contacted by direct mail than by email. Donors in the 40-59 categories are the most responsive to direct mail.

Executing effective brochure promotions takes planning and creativity. Do use your brochures as direct mail pieces, and do incorporate technology when it makes sense. But avoid using brochures as a sales crutch in lieu of consistent customer outreach.