Resources for Printers & Mailers

A printer in Ohio promotes PURL campaigns and touts response rates of 25% on its home page. Regardless of how it's worded, that extraordinary success rate is what people will see, remember and expect. Why set your customers up for disappointment?

When it comes to getting your message across clearly and succinctly, having a truly unique selling proposition (USP) is critical to your success. Printers absolutely need a USP that lets them stand out from the crowd, differentiate from the competition, and position their company as the go-to resource for the services they offer. Here are some suggestions for articulating your USP:

Summertime often divides us into two categories: Those who slow down as the weather warms up and those who move full speed ahead. Which category do you fall into? With many people choosing to slow down, this represents a fantastic opportunity to get noticed (less marketing chatter to compete with), evaluate and plan your marketing priorities and position your company for strong fall sales. Evaluate your successes and failures.

At a time when competitive advantage can be elusive, brand differentiation should be the primary goal for printers, mailers and marketers. Many companies, however, miss the mark in their attempts:

Why use customer communications? Customer communications CAN impact your bottom line. The case to use customer communications mirrors in many ways the case to invest in relationship marketing.

When it comes to promoting your company, if you say 'I don't have the time' or 'we're too busy,' what you're really saying is, 'I choose not to make this a priority.' Lots of active managers and busy companies also find the time to consistently execute marketing plans. Don't think it, don't wish it -- just do it!

Well perceived brands command a price premium of nearly 9% over brands perceived as just average. The most popular way to lose a customer is to lose touch with him or her. Industry-specific data indicates that 60% of customer loss is due to lack of communication. Irrelevant communications contribute to customer defection and alienation.

The most important thing you can do to grow your sales is to differentiate yourself from your competitors. Differentiation isn't just about what you deliver as a product or service. It starts before that and involves positioning your brand as a thought leader and trusted resource. Foster the perception that your company has the most skill and knowledge regarding the products and services you offer. A few quick things that can help you achieve this: