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.