What's Your Strong Suit?
The other day a printer cold-called me, saying that his was a minority-owned and certified business, and could he please get on our bid list.
I had to break his heart and tell him ours is a professional association, not a "buying entity," but being in a good mood, I took the time to chat with him at length. (Besides, he is a Southerner and yes-ma'amed me with a delightful politeness we Northerners aren't used to. It would've been rude to cut him off.)
As soon as he told me his firm has minority-owned certification status, I asked the obvious: "Is this fact front and center on your Website?"
"No," he replied with a chuckle.
So started our long conversation about making sure a print company's special strength is made clear to prospects and customers. I asked for his URL to look up his site on the spot (something he'd not done with my firm before he called, hint, hint).
"Let me guess - this is a PrinterPresence site, isn't it?" I think I freaked him out. "Um, yes, it is…" he replied. I'm no psychic. And I wasn't being critical, just observant: these sites have the same look. His site was attractive enough, but I suggested he go further and customize it. He needs to tell visitors about his special status on the home page. He thought this was a terrific idea. (Yes, I'll check back in a bit and see if he followed through.)
We looked at a few others pages on his site together, and I found several things to congratulate him on. Often a site just needs refreshing as opposed to an overhaul.
That brings me to you: What's your strong suit? Is it obvious on your Website?
Don't tell me you're a general commercial printer and that you do everything. I've heard it for years, and I don't buy it.
Long regarded as a print buyer expert and trade writer, Margie Dana launched a new business as a marketing communications strategist with a specialty in printing and print buying. She is as comfortable working in social media as she is in traditional media, and now she’s on a mission to help clients build customer communities through carefully crafted content. Dana was the producer of the annual Print & Media Conference.
Although she has exited the event business, Dana is still publishing her Print Tips newsletter each week. For more details and to sign up for her newsletter and marketing blog, visit www.margiedana.com