Why is print a four-letter word?

Jerry
December 4, 2008

Printing. It is a short little word. Only two syllables. Who would have thought that an eight-letter word could be such a headache? How many four-letter words can you think of to describe the whole printing process? I stopped at about 20. I could have gone on for another 100 or so, but it was early and I hadn't had my coffee yet.

I am the marketing director for a small company. Guess who gets to listen to every complaint about the printing mistakes? Pages missing, not the right amount of materials shipped, etc. I'm sure you get sick of it, too. Finding a printer that will meet your expectations and goals, every time, takes a huge amount of research and the occasional trial and error. I spent several months and worked with three companies before getting it right. I discovered two concrete facts: Everybody offers the same products, and nobody's product is the same.

Everybody offers the same products as far as material and services, but nobody seems to do it the same. Personal contact is actually rare in online printing. If you have a problem, you have to send an e-mail that may get answered in a few days. Don't bother complaining about a botched order, you will be lucky to get your money back. Sure, I had some lousy experiences. The budget was small. I tried overseas. A couple of times like that and my budget increased. Most people get their first impression of your company through the printed material that you send them. That first impression is more important than getting a cheap deal.

The price really isn't the issue, either. Who you buy from is even a secondary concern. What matters the most is whether or not you feel secure after you push the “confirm” button at the end of the order form. That is the end result of the research and trial and error. That sense of security will allow you to move on to the next crisis.

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About Jerry Brisinger

I am the Marketing Director of a small media development company. We deal with hardware,software, and hard goods. As part owner of that company, I am able to see many of the true inner workings of the decision making process. Over my years in the marketing field I have striven to show simplify people's way of thinking on the subject. Many executives and small business owners try to over complicate the entire idea. They are wrong. In my posts I hope to show you what it is that I mean.

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The PsPrint Blog is a resource for graphic designers, freelancers, small business owners and fans of print marketing. You'll find helpful techniques on printing everything there is to print, including business cards, postcards, brochures, stickers, invitations, greeting cards, door hangers, magnets and more. The PsPrint Blog shares creative ways to improve your design and layout skills, and useful tips for marketing your business in any medium. We also like to have a little fun, sharing design inspiration and spotlighting some our favorite customers' printed pieces in our "Hot Off the Press" series.

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