5 Thoughts on Marketing Your Print and Mail Services

Be current
Make sure to utilize current trends and technologies. Are your website and email efforts optimized for mobile? Employ a multichannel strategy to engage your target audience including, but not limited to, print, email, website and social media. Ignoring even one of these can hurt your credibility and create a competitive disadvantage. Don’t allow that.

Be conversant
View your website as a conversation, not a presentation. Marketing is about engaging your audience. Avoid generic or keyword stuffed content. Google’s “Hummingbird” algorithm likes fresh, genuine, conversational content.

Be a leader
Promoting thought leadership for both your company and personal brands is the best way to differentiate, establish credibility and foster trust. Customers seek that assurance. Be seen as a leader and engage your customers with top tier, helpful content. You are what your content says you are.

Be consistent
You need to consistently execute your marketing plan. Most print and direct mail companies I see these days have a plan in place yet too many do a poor job executing. Treat your marketing with the same importance you would treat your production workflow.

Be frequent
Touch your target audience at least every 90 days. Smart marketers shorten this to 30 days. At the very least, make sure that you communicate with your customers as often as your competitors do. In the end, it will come down to who’s better at establishing trust and credibility.

If you would like a 5-minute demo of our turn-key, area-exclusive marketing programs, please email me to set up a time.

Patrick Whelan

About Patrick Whelan

Patrick Whelan is President of Great Reach Communications Inc, the leading provider of high quality customer engagement newsletter programs for the printing industry. Patrick has spent the last 17 years providing marketing programs and advice to over 400 print providers throughout North America.


  1. Hi Pat,
    Stagnant sales and after 32 years in business I feel like the industry is passing me by. I am lost on what direction to go in to try and get new customers. The $4-$7 per click online advertising feels like it would drain my bank account and not produce results. I have many loyal customers but they certainly do not order in the volume that they did in the past. Any recommendations? I am burnt out on trying to constantly reinvent.
    We have transformed ourselves many times over the years from a traditional printing company into: full service sign shop, blueprints, wide format, screen printing as well as digital printing. What more can I do? We have a staples next shopping center down and new customers are blown away when they discover what a better deal they can get with us. Our customers love us, so how the heck do we get new ones to come in? I feel like I am in a dying trade.

    Thanks for your time,
    Gino Nuzzo
    Image Makers Printing and Signs
    1581 route 23
    Wayne, N.J.

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