June 10, 2025 • 46 mins
In this episode of Printing’s Alive, Warren Werbitt—The Print Whisperer—is joined by marketing expert Amanda Bronowski to dive deep into marketing strategies tailored for the print industry. Discover Amanda’s journey, the most common marketing mistakes printers make, and why having a marketing playbook is essential for growth. Learn from a real-world case study on how an envelope manufacturer’s missteps in personalization and brand consistency cost them big. The conversation covers actionable, low-cost marketing tactics like targeted direct mail, pro bono community work, and engaging customer demos. They also share insights on leveraging social media, hosting events, and building stronger customer relationships. Packed with practical tips and real success stories, this episode is a must-watch for printers looking to elevate their marketing game. Stay tuned for upcoming segments that dive even deeper into print industry success.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:09):
Hey, welcome back to another podcast with me,Warren Werbitt, on Printing's Alive.
Today we have a guest.
We have Amanda Burkowski.
Did I get that right, by the way, the spelling?
The spelling right, the pronunciation, no.
I didn't spell it.
I meant the pronunciation.
So pronounce it.
I get that.
I get everyone's name wrong, by the way.
It's Brnofsky.
(00:31):
Oh, Brnofsky.
Okay, you say it way better than I do, by theway.
I've had some practice.
Cool.
So just give us a little roundabout about you,who you are, what you do.
All right, so like Warren said, my name'sAmanda Bernowski.
I have been in the print industry for almosttwenty two years now.
The beginning of my career was all operational.
(00:51):
I ran an implant here in Pennsylvania.
And then once COVID hit, I kinda started to doa transformation into what I wanted to do in
print.
I did a lot of LinkedIn videos.
You guys might recognize me from there.
And then I started to do marketing and now Ihelp companies with their marketing of their
own printing company, how to use video, how touse different aspects of media for their own
(01:14):
marketing so we can promote print.
Cool.
So that leads us up to the topic today.
And the topic today is printers and marketing.
But really the topic today is printers whodon't market.
But before we get into it, I just wanna callout three printers who I regularly see out
(01:37):
there promoting what they do, promoting print,their people, the technology and the equipment
they use.
And one of them is Hatteras Printing.
Bill Hatteras, kudos to you.
You are awesome.
Paul Hudson, Hudson Printing, another awesomekudos to you.
And Alex Feshner from advertisers printers, whowas on my last podcast.
(02:02):
You are awesome with the videos you put out.
To all the people listening, go look them up,follow them on LinkedIn, and see what they do.
You can learn from it.
So congrats to all the other printers who dowell.
Now we're going into this session where we'renot talking about the printers who do well.
(02:22):
We're talking about the printers who donothing.
We're talking about the printers who haven'tfigured out that after producing all the
marketing material for all these othercompanies and helping them grow and expand, do
nothing for themselves, do nothing for theirindustry, do nothing for the people that work
for them.
(02:43):
I don't even wanna, there's so many things Iwanna say.
My head is just gonna explode.
Amanda, just why do you think all theseprinters don't do anything?
So in my experience, what I've seen, two verydifferent aspects.
There's ignorance and there's arrogance.
So a lot of the older print companies I see,they are so reliant on their sales team for
(03:08):
doing everything, for doing their marketing andselling, that they don't think they need the
extra department or the extra input of someonein marketing.
And then a lot of them just don't realize whatkind of marketing is out there.
They have been so kind of honed in on just theprinting aspect and doing what they're doing
(03:28):
and running a printing company, they're notrealizing that they need to be able to promote
themselves as much as they're promoting theclients that come in.
They're doing the marketing material for theseclients, but not realizing that they need to do
it for themselves and the different avenuesthey have with email marketing or social media
marketing, video marketing, even direct mailservices.
(03:50):
It doesn't click for them that, hey, we need todo this for ourselves as much as we do this for
our clients.
I'm trying to figure out the why, right?
I'm really I did a lot of marketing, and in thebeginning, to be really honest, I didn't know
what marketing was.
When I had my company way back when in theearly days, I just wanted to put something out
(04:16):
there.
I knew that if my name wasn't out there, wouldknow us.
Right?
So I'm just surprised that today more companiesaren't doing it.
And if I'm speechless, it's because my head ison fire and there's so many things going
through it.
And what I don't wanna do on this episode is Idon't wanna talk about any names of any
(04:38):
companies, right?
Because I'm not out to do any of that.
If you're listening, you will know who you are,right?
And hopefully you'll have some change.
I'm just thinking recently, printing companywent out and spent $34,000,000 on equipment
that I'm talking to.
And they don't do any marketing.
(04:59):
And I have a conversation with them about whatI suggest to them that they should do.
And the first thing I suggest to everybody, andthat is that you need to have a playbook.
You need to understand who you are, what youare, what you're doing, who your verticals are
that you wanna sell.
And then from that, you also figure out yourmessaging, and that will be your bible for the
year.
And whatever that cost, it cost.
(05:20):
And it does cost, you could be in for 15, youcould be in for $20.
You know, you speak to your, you have thepeople doing it for you, speak to customers and
really get the best of what you can.
But you're supposed to do that before you spendyour money on your equipment.
The people I just spoke to had the equipment.
And then when I discussed the playbook withthem said to me, well, you know, sounds
(05:43):
expensive.
Sounds expensive.
You got $4,000,000 on the floor and you gotpayments coming around every thirty days.
And if you're not selling, those payments getreally heavy.
Why?
Why don't they wanna do it?
Do you know why people don't wanna marketthemselves?
Like I said, from what I've seen, it's a lot ofthem are in denial that they need it.
(06:06):
They are so reliant on their sales team to makethe sales, to fill the presses, that they think
that they don't need to have a marketing aspectseparate from a sales team.
And one of the things that I saw for a company,they purchased a piece of equipment, like you
said, but what they did is they did a marketingcampaign through video, through email and
(06:27):
through direct mail, where they did everysingle step of when they got the press.
So when it came in on the truck, when theyoffloaded it into the building, when they had
it set up, when they did training, and they gotsuch a good response from that because for one,
people were aware that they got new equipment,and for two, they're showing what's going on
(06:49):
and how they're elevating their own company tosuch a broad audience rather than just relying
on their sales reps to tell current customersor even prospects, hey, we got a new piece of
equipment.
You know, these videos and these emails andthese direct mail pieces did it all for them.
And they got such a good response from anyother time when they brought in new equipment
(07:10):
that they didn't do something like that.
Yeah.
Okay.
So I'm I'm gonna and jump in.
Stop me anytime if you wanna add somethingbecause I'm about to go maybe on a little on a
little bit of a rant.
But, know, why do you wanna market yourcompany?
I'm gonna give you the reasons why you wannamarket your company.
Here's a couple reasons.
Number one, you wanna market your companybecause you wanna put yourself out there.
You want customers and potential customers toknow what you do and what you have to offer.
(07:35):
Offer meaning what solutions do you have tohelp them build and grow their businesses.
This is not about you, mister and missusprinter.
Right?
When I go to a lot of your websites and youhave equipment on your website, who cares?
In the old days, maybe it mattered.
Today, nobody gives a rat's ass about yourequipment.
They wanna go on there and see what you coulddo for them.
(07:59):
And, you know, and then in terms of peopleworking for you, right?
What does everybody do when they have aprospective client, right?
They go to LinkedIn, they check them out.
They go to the website, they check them out.
And then they start to build a little bit of athought process on what they're gonna do, how
they're gonna do maybe and what they could do.
(08:21):
So to the printer, don't you think that thepotential customer is looking at your LinkedIn,
at your website and making the same decisions?
If all you have on your site is again,equipment and no offering, guess what?
They are gone.
Everybody simple.
Remember to do for others as you want others todo for you.
(08:42):
And that's how do you want people to reach outto you?
Reach out to them the same way.
I'm I'm I thought I would have a lot more tosay, but it's all pent up inside me because I'm
so, so, so crazy.
Well, and I remember from one of the showsback, I believe it was like 2021 or 2022, I
think it was Printing United.
They did a whole series on printers presentingeducational material for prospective clients.
(09:07):
And it's kind of where I got my idea from backin the day when I was doing the videos about
direct mail, is literally showing themphysically how I, as a sales rep, can help you
with what we have.
Because a lot of the people don't know.
The clientele that I got had no clue about anyof the things that we offered until they
literally saw an educational piece saying, hey,we can make your postcard.
(09:31):
We can put code on it to make it personalizedand you can send it off to your client.
And that's one piece I've seen with people thatthey don't wanna take that time to do that, to
educate people out there how they can help thembecause that's gonna be your biggest draw.
If someone says, Oh, I need that, and they seeit on, then they're gonna contact you.
If they're just seeing a sales pitch, they'regonna click past it and not even watch the full
(09:52):
video.
Yeah, no.
I think so, I think it all starts at the printcompany with the print owner.
If the print owner is involved and interestedand passionate about what they do and wanting
to have a successful business with successfulpeople, then they have to lead the charge and
make it happen.
(10:13):
When the owner's not interested not involved, Iwon't say not interested, not involved, then
everyone below really can't do maybe what theywanna do because you still need the approval of
above and the above is not so quick to approveif they don't understand or relate to it,
right?
Or even the fact what I've seen is if the ownerisn't taking it seriously, like if they have
(10:35):
the attitude that marketing really isn'tneeded, marketing can be done by the secretary,
the receptionist, and her thirty minute lunchbreak during the day, then that's gonna trickle
down to their sales reps and to everybody thatworks for them saying, okay, well, you know,
we're not gonna bring any ideas because someonethat we're supposed to look up to doesn't think
it's important, doesn't think it's necessary,so why should we?
(10:59):
Printing today is a lot harder to sell than itwas back then, Right?
Back then, it was a lot easier.
You could charge what you want.
You get what you want.
There was a lot more money made.
It's gotten a little bit tougher.
The good thing is, right, and we must allremember this.
You see this?
The world can't live without print.
There's no business that could operate withoutany form of print.
So everything that we as the print industry aredoing, they need us.
(11:22):
And that could be the print, that could bepromotional.
It could be anything, signage, you name it, butthey need us.
So don't forget that.
And I wanna point out, we are a service basedindustry.
We are not a commodity.
So if you think like that first, then you'regonna wanna get paid for what you do, right?
In order to do that, then you get some moremoney to spend on marketing.
(11:43):
Marketing, so getting back to the, you know,the customers knowing you, your employees, your
own team, when you market and you do that andthey see what you're doing, you're building a
culture, right?
What happens when you build a really goodculture?
You end up with more passionate people, peoplegiving you more ideas.
We, my company, what I did once was I had seena fishing magazine and the editor had signed
(12:11):
off editor and angler.
And I thought, wow, that was really cool.
And then I went out and made business cards forme and it said founder and fisherman.
And then I went and I made business cards for120 people in the company.
So even the pressman, the shipper, thereceiver, everybody had a business card.
They didn't have an email address and and theyweren't allowed to put their cell phones on
because it wasn't a calling card.
But you don't think it didn't make everyone inthe company proud to have a business card, an
(12:36):
identification of where they work, and what didit cost me?
$3?
Right?
Now, they're marketing your company when theygo out there and they talk to friends and
people and they hand out the card, right?
Your salespeople, they hand out the card.
It has a title and a hobby, a passion.
It's an icebreaker.
It's an immediate conversation piece.
(12:58):
But then the people also remember for how easyit was to talk to you and to break in.
Right?
How many printers do you know that don't do anymailing?
A lot.
Or samples?
A lot, unless they're, you know, again, unlessit's sales driven.
(13:19):
The sales rep is sending out, you know, variousones to their list, but you never see the full
company having a direct mail push to go findnew clients unless it is led by that individual
sales rep.
Right.
You wanna keep your salespeople.
You have to market Listen, the truth today isit's not like the old days where salespeople do
(13:41):
a lot of cold calling or prospecting.
Right?
They're still doing it, but the phone's notgetting picked up as often because it's a
little harder.
People are all over the place.
You have to be consistent with your messaging.
You can't do one mailing and then go, oh, Ididn't get anything, right?
Like let's talk about, so what I tell a lot ofprinters is this, I go, what do you do for
(14:04):
mailing?
What do you do to let people know you're there?
Well, you know, not much.
Or we did a postcard.
I said, was your postcard personalized?
Or, oh no, we went bulk, it was cheaper.
I said to him, Do you read the bulk mail whenyou get it at home?
No.
I go, So what are you doing?
I said, At home, I open up every personalizedpiece of mail that comes in.
(14:26):
I even know that it's nothing real, but I wannasee what it says.
I said, your customers are the same.
And then, you know, and then they get into thesalespeople.
So, and let me know what you think after, butso this is what I suggest to all the printers.
Go out, build a list, buy a list, hire astudent to make 1,000 phone calls within two
miles of your business, okay?
(14:47):
Finding a directory online, make sure the listis good, so you spend a thousand bucks for them
to do that.
Then you go out and you start doing some directmail.
You plan on a twelve month campaign, right?
Thousand peep thousand businesses every monthfor twelve months.
Let me run through the cost with you.
Okay?
The printing is actually nothing because it's afew clicks.
(15:07):
You're gonna use paper probably from anotherjob.
You could even ask a paper company to give youa thousand sheets for your marketing, put their
name on the back or not if you're Listen, Iwouldn't even ask them because for the hundred
dollars of paper, I would just pay it and notbe held to anybody for owing anybody anything,
right?
So then you could go to one of your designcustomers and barter with them and ask them to
do some design for you over twelve months andgive them some print in exchange.
(15:31):
So far you haven't spent a penny of cash out ofyour pocket.
And then you go out and you do the mailingevery month.
So I don't know, personalized mail, firstclass, what is it?
80¢ a buck, whatever.
It doesn't matter.
Thousand a month to mail, right?
Printing is almost free, a little barter on thedesign.
So let's just say if you added it all up with acash value at the end of the year, you spent
(15:52):
$20, 12 months messaging, right?
Your sales team will not reach that many peoplemonthly consistency for that long.
No.
If you don't do anything, you will get anautomatic two, three, four percent return on
the people that you're calling.
Will be bigger, some will be smaller.
And by the way, if you do that and you havesalespeople, you're now creating leads for
(16:18):
them.
And the better part of that is when you createthe leads for them and give it to them, and
then they start calling and, you know, winningand succeeding, you, the owner, could hold your
shit together and don't have to get crazy aftertwo months because you haven't seen any revenue
when you spend $6 a month to have a sales guythat you're hoping is gonna hit a home run-in
(16:39):
two months, which we all know takes twelve toeighteen months with a salesperson when they're
starting.
Well, and even to add to that, I've seen, toadd a little extra, again, that's not gonna
cost you anything.
If they're doing this as a mailing for theentire company, personalize it per territory,
have a QR code that goes to like the LinkedInprofile of the sales rep of that territory or
(17:03):
to one that I've actually done myself is I puta QR code that went to a video of me
introducing myself and being like, hey, you sawme in your mailbox and now you see me on your
TV.
And again, that didn't cost me anything extrato put that on there and to get that extra
level of personalization and communication withwhoever these 1,000, 15 hundred people that we
(17:25):
sent these postcards out to.
So it's so easy.
I mean, like you said, you get frustratedbecause you're like, everything, it's so
simple, why don't we just do it?
Why aren't they just, you know, rather thanrelying on, like you said, on these sales reps
to hit a home run with the limitedcommunication they have if they're not doing
any sort of their own marketing, you know, it'ssimple things that need to be done.
(17:49):
And then what else comes from that?
Couple things come from that.
Number one, you are now letting everybody outthere know what all your offerings are.
And over twelve months, you're gonna havesingle offerings for certain items you do.
You could match them up with others.
You know, you do print, you do mailing, you doposters, you do delivery, you do sign, whatever
it is, right?
Everybody's gonna know what you do and it'sgonna be consistent.
(18:14):
But now you're, again, salespeople are gonna begreat because you're keeping them busy.
And then everybody's taking pride and thenyou're building your brand.
And you'd be surprised because you're not onlybuilding for today, right?
Everything you do, I mean, oh my God, I've hadstuff I've done for people and eighteen months
later, I get a phone call saying, yeah, we gotyour piece last year.
(18:37):
You don't know who keeps what, when they keepit, how they keep it, what they keep it for.
It's just as long as it's out there and thenthe more times they see it, maybe your rep is
gonna call on someone where another rep wasbefore that they didn't know, but now all of a
sudden the name hits a bell because they gotsomething in the mail.
Yeah.
Right?
Oh yeah.
And it's important to do all different forms ofmarketing, not just one, right?
(19:01):
I'm gonna tell you how stupid some companiescan be in our industry.
I remember once I was dealing with an envelopemanufacturer and they called me up and they
said, oh, you have an unpaid bill.
And I said, oh, I didn't see the invoice.
No problem.
I said, could you mail me another invoice?
And the lady on the phone said, well, I'll justemail you the invoice.
(19:26):
I said, if you email me an invoice, A, I'mdropping you as a supplier and I'm calling your
boss to get you fired.
You're an envelope company.
You don't email invoices, you mail them.
Or you're training your customers that theydon't need envelopes.
Simple stuff, simple stuff people aren'tthinking.
(19:48):
No, and it gets overlooked.
That's the problem.
It's like, some of it is so simple that it'sjust over people's heads.
And like you said, that would be ridiculous tonot get an envelope from an envelope company.
Like, this is due twofold.
You're gonna invoice someone to get money andyou can, you know, market your product at the
same time.
(20:09):
And keep your people busy because you're makingmore envelopes.
I used to steal the envelopes at the bankmachines when they came out.
I figured some envelope company's gonna get arepeat or order every annual report at SEDAR
just so I could see the graphics.
But I always thought, hey, if I get that book,maybe that's gonna be the one that they were
waiting for to decide if they're gonna ordermore or not.
There you go.
(20:29):
Right?
It's so simple.
But if you're not mark you know, if you're abusiness owner, you're not marketing yourself,
you're basically on your way out.
Yeah, and like you said, the one thing that Isee that is a huge issue for most people is
they do one campaign, they don't get whateverresults they were thinking of getting, and then
(20:50):
they stop.
And they don't realize that marketing is notthe same as creating a sales funnel.
You are gonna get leads eventually, but it'ssomething that you have to build with
consistency over time.
You have to be able to show that this is not,like you said, just a one time campaign.
Oh, it didn't get out to the right market.
Oh, I didn't get any return on it.
So we're done.
We're not gonna try this again.
(21:11):
You need to build that trust.
You need to build that brand for yourself.
So then once you start getting more and moreconsistent, like you're gonna skyrocket with
how many people are gonna see this and who'sgonna be sharing it and who's gonna recognize
your name.
But that's a huge roadblock where I see withprinters is they try it once, it doesn't work,
then they're done.
(21:33):
And they don't even do it well.
Like, they don't try hard.
You know?
So I don't wanna spend anybody's money.
I mean, I do wanna spend your money.
But the truth is, you know, the money you'regonna spend on marketing is worth it.
I know people who won't spend a couple thousanddollars on do something creative on marketing,
(21:56):
but they'll go have a $400 bottle of wine, orthey'll go play a $300 round of golf.
And and I don't understand it because if youspend the money on the marketing and you do
well, you're not gonna be playing $300 roundsof golf.
You'll be playing a pebble beach or somethingbetter.
Oh, yeah.
Or that thousand dollar dinner that they'retaking two clients out to that, you know,
(22:17):
that's pretty much where all that money isgoing with those two clients, just hoping that
they're going to order more or refer them.
Yeah.
No, it's really oh my God.
Oh my God.
And you don't have to spend a lot of money.
So what another thing that I did was, first ofall, when companies buy new equipment, most of
(22:38):
them don't even do what they should be doing,and that's making some samples with the
equipment and spreading them out and showing itaround.
I used to, with salespeople, do all kinds ofsamples and marketing samples, and it was a
great way to have the folks go out and ask tosee customers.
And the instruction was, don't ask them if theyhave anything to quote.
(23:00):
You're not there for that.
You're there to say, hey, wanted to see you.
Don't bring them donuts.
People don't like donuts anymore.
But I, you know, just wanted to come in and sayhello, and I just wanted to show you the latest
and greatest piece that we've done, and I justwanna leave it with you.
The customers that you have that you're doingthat with, if they have something that they
need quoted, you're gonna be top of mind, andthey're gonna remember you for being proactive,
(23:22):
right?
Another keyword, proactive.
The days of calling them all the time andsaying, What do you have to quote?
Doesn't work.
Doesn't work.
And when you do that, you become just anothernumber, right?
You wanna find a way to get in with them.
Oh, the best thing, the best thing about doingyour own direct mail campaign for a year, six
(23:44):
months to a year, you track it.
You then have everything you need, all the datato write a case study.
When you go out, you get to talk about your owncase study.
You get to talk about the money that you spentto make this project happen.
You get to talk about the results.
You get to talk about the return.
Most direct mail done well, you will have areturn.
(24:08):
Right?
And the return is not just the dollar value ofwhat came in from that campaign.
Let's talk about the lifetime value of some ofthose clients that you're gonna pick up.
Oh yeah, definitely.
Right?
When think about long term value, you couldpick up one customer that does $150 a year,
(24:29):
have them for ten years, and there's a milliondollars that comes out of your $20 that you
spent.
Oh yeah, exactly.
And it's also people that maybe you wouldn'thave thought of prospecting to first place.
When you do a direct mail campaign, you canreally spread your outreach.
And who knows, maybe that is the only way thatthis client would have ever known who you were.
(24:50):
And like you said, they turn out to be thishuge client.
Your ROI is made back tenfold.
Doesn't take long.
Another thing, I used to do a lot of it.
I see some companies doing it, but pro bonowork, right, for charities, for things that are
important.
Perhaps you have some employees who have someissues and you could support their causes.
(25:15):
And by doing that, then, again, internally thepeople are excited and happy you do that.
And then on the outside, I remember one year, Inever bought Christmas gifts as a company.
I never believed that buying anyone a $25.50,$40.100 gift is gonna change their world.
But taking all that money and doing somethingwith it for a charity, one year actually, we
(25:37):
went to the children's hospital and we funded apart of the pump.
So I say that because you're diabetic and youhave the pump.
But when we did that, we called the hospital.
We asked if we could have a picture of a childwith permission from the parents to put on our
Christmas card and everything.
And unbeknown to us, it turned out to be one ofour customer's friend's child.
(26:02):
Wow.
Right?
And just if nothing else that just, you know,strengthened our relationship because of our
consciousness of wanting to think and help outothers.
Other times we did a, we funded a music dog togo to the hospital to see kids and patients.
(26:23):
And that just gives us the human side becauseit isn't just all about business.
Yeah, there's a company that I worked withthough, who did, they sponsored a walk.
It was a, I can't remember what the charity wasfor, but every single year they did the walk,
they provided the t shirts for everybody whodid the walk and they even sent out like a
little postcard.
And from that, they had other charityorganizations contact them to actually hire
(26:47):
them to do the same thing for their charity.
These were larger charities that had the moneyto spend.
The one they did was a local charity that theowner was very close to and some of the
employees were.
And the amount of work they got from that, justfrom doing something they were gonna do anyway,
(27:07):
was astronomical.
And then I'll say to the owner who's doingthat, if you haven't done it before and you're
gonna do it, it makes you feel really good.
Like putting everything else aside, it makesyou feel good that you did good.
It makes you feel good that you potentiallymade a change in somebody's life.
So you could market yourself by helping otherpeople and not even doing anything little for
(27:32):
yourself, right?
Exactly.
You can go to the local news station if you'redoing something.
And once you, it's all about starting and thenkeeping it going and consistency.
When I used to go out and I used to give peoplethings and talk or make phone calls, and
somebody would say to me, oh, you know, we'rereally happy with who we are.
And I'm like, oh my God.
(27:52):
I said, do you know how happy that makes me tosound how that makes me feel to hear you say
that?
I said, you know, I'm just planting the seeds.
I'm like Johnny Appleseed right now.
So if one day you're in a situation and peoplethat you like that you're dealing with for
whatever reason can't supply you withsomething, I'm happy to help out.
And I'm not even gonna try to get all your workbecause I'm thrilled that you're with them.
(28:14):
I'm just trying to find a little crack to getin the door.
After that, I'm gonna try to slam them and takeaway the other guy's work, right?
But you gotta find the ways to just to moveabout, the non aggressive.
The world is so much pressure today that wecan't pounce on people.
No.
You know, it's what's something that maybe oneof your customers have done in the past that
(28:41):
have worked really well?
I had a customer that didn't have a very largebudget.
They didn't wanna do a direct mail piece.
They wanted to try to keep it as low cost aspossible.
So we basically did a LinkedIn campaign forthem as well as some email marketing through
their current CRM.
And we combined the two and just from postingtwice a week, including video, including
(29:08):
employee spotlights, including We would do afour step.
One would be educational, informational, andthen two would be about services.
And by doing that after a year, they increasedtheir LinkedIn following by 750% and their name
(29:30):
was being known in different trade shows theygo to.
So they were being recognized.
They can't pinpoint an exact sale that they gotfrom that, but the fact that they were being
known and when they would go to any of thesetrade shows, they were being recognized was
more than enough affirmation for them to say,okay, this is something good, this is something
(29:50):
we're doing.
And eventually sales came after the fact.
And it was really neat to see because prettymuch the investment was $0 other than hiring
someone to do it for them.
But it was very low cost.
It was very simple.
It wasn't glitz and glam.
It wasn't it wasn't anything crazy, and theysaw a huge return on it.
(30:13):
You don't have to do that much.
Don't have to spend that much money.
You just have to start doing something and thenjust be consistent with it.
Right?
Oh, yeah.
You know, you could have your quarterlymailing.
You could have a small newsletter.
I still think, you know, printers have toprint, printers have to mail, printers have to
(30:37):
do some social media.
We have to show people that we're well roundedand that we understand because the truth is
everybody has to do everything today.
You know, everyone who says print's dead, Well,maybe stationary is dead, but just the Prince
still printing billions of business cards.
That's another thing.
I'm gonna touch on the business card.
Make your business card wow.
(30:57):
Mhmm.
Use embellishments.
Use the spot UVs.
Use foils.
Use whatever.
And even if you think that someone's gonnathrow it out, who cares?
It's about that initial reaction when I'mlooking for my card.
But when I give my card out, everybody ooze andooze and touches it and opens it and looks at
it and that's all I needed.
(31:17):
My job is done.
They saw it, they liked it, they commented,they will remember.
Oh yeah.
But they also remember is when you give them acard and you could just fold it with your two
fingers and then it folds in half.
Fine paper doesn't matter today.
Thick solid paper matters.
That lets people know that you are solid.
You don't fall down so easy and you arestanding strong.
(31:39):
That's just my, I made that up as I wentbecause it sounds pretty good, right?
But you have to do all of those things.
It's, I'm amazed that I see companies that havebeen around for twenty and twenty five years
and they're still trying to figure out how todo sales training and marketing.
And your salespeople, the title of sales andmarketing, I don't think I've ever really met
(32:03):
anybody who does sales and marketing, unlessthey mean marketing by talking about the
company when they're selling, but it isn'tputting together any thought, isn't putting
together any brand, right?
Or doing Well,
and I think that's where I failed in salesbecause I did more of the marketing than the
sales part.
And that's kind of how I got my sales.
(32:24):
So I was kind of an anomaly, but then Irealized I would rather show people how to do
the marketing rather than continue doing it formyself.
And that's the other problem is I've seencompanies where they'll hire salespeople and
then try to give them that slash marketingtitle.
Be like, Oh, wait, well, you're doing sales, soyou're actually gonna do our marketing too, but
we need you to do both.
(32:45):
And it's like, some people can do that maybe,but someone hired for Yeah, a very, very small
amount, but someone hired for sales is there todo sales, not marketing.
And someone for marketing is there to domarketing, not sales.
Like they need to understand there's adifferentiation between the two and that you
really can't combine them unless it's, like yousaid, a very small percentage of people and
(33:07):
that's a very special person.
Well, otherwise, the person ends up spendingtheir time doing what they like to do.
Mhmm.
Exactly.
Which should really be what their title is atthe end.
Mhmm.
Right?
It's
Oh, yeah.
You know?
Even if you're you're you're a print company,like, do you have people coming in?
(33:27):
Do you offer tours?
Do you make any videos on how you do things onspecial on special projects?
Right?
If you're if you're an owner, have someoneyounger in the company take on and just put up
some TikToks for you or Mhmm.
Or whatever videos.
It depends where you are.
I don't I don't really think TikTok is so goodin our end of the business, but I think if
(33:47):
you're in the apparel business, I think ifyou're in the promo business, I've seen a lot
of good TikToks and actually like ten, twenty,40 thousand views even.
Well, one of the things that has been trendingon TikTok that I've been keeping an eye on,
people love to watch equipment.
So if you're a printer, and some of thesevideos are as simple as just seeing it go from
(34:08):
the beginning of the press all the way to theoutput, and it's getting millions of views
because for some reason, people are fascinatedand it kind of has a little bit of that ASMR
value to it with the clicks of the machine andthe different sounds it makes.
So something as simple as that, videoing yourequipment running, posting it on TikTok, I
mean, that can really boost your brand name.
(34:30):
I'm not saying that you might get sales fromit, but it's definitely gonna boost who you
are.
Branding is sales in the long run.
Sales are not short term.
Short term sales are generally rush orderswhere the people don't come back.
Yeah.
It's a one and done.
Right?
You you wanna go long.
And what's really fascinating when I got it toprint, what was fascinating was this went into
(34:55):
a machine, offset or digital or whatever, andthen this was the image, me, that came out.
No, I'm doing that just to promote the book,buy the book if you didn't, but for the person
who's not around what we're around, little hardto figure out how white paper comes out with a
full color image on it after.
Oh yeah.
Right?
Look at YouTube and look at how many peoplewatch, how did they do that?
(35:19):
Or how did they make that?
Right?
Oh yeah.
So you could have, how did we do that sectionon your website, but don't have a machine
running on your website, especially don't havea 1980s press running with powder spraying
everywhere, right?
Because it just doesn't look sustainable and itdoesn't look clean and it doesn't look sexy.
(35:40):
No.
Mean, if you're doing some embellishments, youcan use some of the embellishments on the front
because embellishments these days are a littlebit sexy.
Oh yeah, those are definitely trending I sawsomeone, they did, I can't remember what
company it was, but they did an embellishedpiece.
And then they had a lady where it literallyjust kind of zoomed in with her nails and she
was just touching every piece of theembellishment and clicking on it.
(36:02):
That thing, it had like over 2,000,000 views ofjust that finished, you know, embellishment
piece.
Like it's something so simple.
And you know, they're doing it anyway, so whynot promote it?
I mean, I remember when we got our UV Press, wedid some big posters with the green apple or
(36:22):
the Granny Smith smell.
And 56 inches posters, big green apple.
We went to Scentosphere and we got the scent,which was great.
We mixed it in, we printed it.
When I would go to meetings and we would giveout posters and lay them on the table,
throughout the whole meeting, people would justbe sitting there and like rubbing the poster
and doing this, you know?
And I'd sit there and go, hey, if you rub itlong enough, a genie might come out, right?
(36:45):
Or you put something like a scuff free mattelamination in their hand while you're talking
and it's a sample.
It's like soft velvet silk.
So what do they do?
Right?
They touch it and
then you're getting that little
touch and feel, right?
Throw in an embellishment with raised UV or afoil and then you're getting more of that.
So you have so many options out there if you'rea print owner to put your company out there.
(37:12):
And you have no choice if you wanna besuccessful and people to see you.
I don't even know what else to say.
I wanna scream at people when I see themsometimes, right?
Just need
to Please don't
do it.
Yeah.
Well, and don't be that person that buysequipment and then tries to figure it out
after.
Exactly.
Okay?
Because you don't have time after.
(37:33):
The payments are coming too fast.
Mhmm.
And if the OEM is trying to push it down yourthroat with a deal, just stop them and tell
them the other guy's offering you the same dealnext month and buy another month so you could
think about your marketing plan.
That's a
good And you could even ask the OEM for adiscount or assistance in marketing the
(37:54):
equipment.
Oh, yeah.
They all have a little bit of budget.
Oh, yeah.
And they've and they're all willing to help toowith marketing.
I've seen a few installs where the OEMs arelike, Hey, we'll help you.
We'll even give you a branding kit for thismachine for your company.
Like, why not take advantage of it?
Listen, I remember way back when, when I boughtthat 56 inches UV press and you could see it on
(38:20):
my YouTube channel.
I went out, you know, I guess I was just kindof a little before my time always, but I went
out, we set up cameras and we did a whole videoinstall of our KBA one hundred forty two.
And at the time, what I learned from KBA,Colleen Bauer now, but they'll always be KBA to
me.
What I learned at the time was most of thepeople buying KBAs then were all specialty
(38:44):
people, packaging guys, and they were purposingthe press for certain things and they were
doing certain configurations.
I was just a commercial printer guy who boughta big press.
Not sure what I was thinking at the time, but Iwent out and again, it was about the marketing.
So the video was for, it was like 140,000nonstop pictures over six weeks that was put
(39:05):
together in a time lapse video that we had80,000 views of the installation back then when
YouTube still wasn't much, right?
A little bit ahead of the time.
I went with the video and I showed it toColleen Bauer, KBA then, and they were blown
away on just the whole setup the way it wasdone that I said to them, hey, would you be
(39:30):
interested in covering half the cost?
I will give you the video and you can use itaround the trade shows.
Now, I did was when I did the video withouttelling them, I put up a KBA banner on the wall
near the machine under mine, thinking ahead.
And they were like, yes, that would be great.
(39:51):
And they said, how much?
And I said, well, it cost me 10.
So how about 5?
Only cost me 5.
So I got it for free.
But then they went, put it up at their, in thebooth at the time and they had it running on a
loop because it was so Oh, nice.
And then I had some of their customers callingme and ended up picking up some of their extra
overrun work because not everybody had a bigpress.
But that video went around and if nothing else,people were just in awe because they've never
(40:16):
seen a press being installed.
Oh, yeah.
Right?
And you were that fascinates people.
You know, you could invite people over.
You know, first of all, if you're marketingyour company, is your company clean?
Because if you're doing some marketing, youwanna invite people over.
You wanna have little events if you can.
Mhmm.
And it doesn't have to be big events.
It could be a one hour.
It could be a sank cassette.
(40:36):
It could be a lunch and learn.
It can come be just come and meet the people.
Right?
Oh, yeah.
And that was the other thing.
When I used to walk people around, and Ilearned this from Larry Kendall who owned Cameo
Craft, he was an older gentleman, but when hetook me around his place, it was like 80 or 90
years old.
He knew everybody working everywhere.
When he introduced everyone, me to everyone, heknew them by name, as well as me.
(41:01):
After that visit, I made sure anytime I hadsomeone in my company, I was introducing
everybody on every piece of equipment by nameto the customer.
Oh yeah.
I wanted the customer to know that we are agood company, good culture, and that we all
know each other.
And it makes the people working on theequipment happy because now they're meeting the
(41:22):
customer, you know them by name as the owner,right?
We might not think anything of it as owners, soa lot of times people working for you, know.
That's a big thing.
Appreciate that.
Oh yeah.
And you just have a win win.
Marketing is not just the paper and theprinting, right?
Or the mailing that you're doing.
(41:42):
It's how you talk, it's how you walk, it's howyou interact with everybody in the company and
the customers.
Oh yeah,
even having like a small open house just tobring people in to see things can have a huge
impact.
And you don't have to do it every month, youcan do it quarterly and just have people come
in, have a press running, have your staffthere.
(42:03):
And it has a huge impact for people to seewhat's going on.
And like you said, vice versa, it reallyempowers those employees that they are being
spotlighted to potential clients or currentclients.
Wow.
Okay.
My head is just roaring with stuff, right?
Because well, we see so much and you know what?
(42:26):
I get this, I'm disappointed a lot.
I'm disappointed in our industry for all thepeople that aren't doing anything, right?
If you're doing something, if everyone doessomething, we've just found a way to elevate
our pricing.
Right?
Nobody should be selling cents per copy ofanything.
(42:46):
Yeah, unless
you keep belittle what we do into cents.
Right?
It's pricing or however, but not just in theprice per unit.
Wow.
Okay.
My head is filling up with stuff.
You know what we're gonna do?
We're gonna turn this into a regular segmenttalking about it.
(43:10):
Yeah.
We're gonna have a couple where we're gonnatalk about some of the great people.
We're gonna speak to them first because I wannamake sure they're good that we promote them and
some of the initiatives that they've taken.
I'm gonna actually look for some people maybethat we could talk to who didn't do something
or didn't do it right, but learnt and arewilling to share their experience with
(43:31):
everybody as to the benefits of.
Even the learning curve, you know, showing themhow that's part of the step of success.
Listen, nothing is easy and you will makemistakes.
But the one thing I will tell you is that ifyou don't try, you're going nowhere.
Exactly.
Right?
And what happens with mistakes?
(43:52):
You learn.
You learn how to do things right.
And there's also nothing wrong with talkingabout your mistakes and the learning that you
did when you're talking with customers,especially if you're trying to help your
customers do some marketing.
Oh, yeah.
You've done the marketing and you know whatyou've done, you're now able to sell in the
solution.
And who knows, you might have other customersthat you can put together to assist some of
(44:15):
your other customers, but you have to beproactive.
That's the bottom line.
Right?
So this is what we're gonna do.
We're gonna find different causes, differentcases.
Anybody listening, if you wanna really come onwith Amanda and I and talk about your successes
or your failures, reach out to me, right?
(44:37):
We wanna talk to you and we wanna help you.
If anybody listening is not doing anymarketing, give me a call.
You're not calling me because you have to hireme.
You could do that later.
But call me for a conversation.
K?
Have some questions for me.
Let's figure out why you are not doing it.
Let's figure out some basic things that youneed to do to get you going and then go from
(45:02):
there.
My job in Printing's Alive right now is I justwanna promote print.
Just like it says, the world can't live withoutus.
And if I could help you succeed, then I'mwinning twice.
And then our industry's winning.
And then we're all working together, rowing inthe same direction.
Anything you wanna add before we jump?
(45:25):
No, just pretty much what he said, definitelycontact him.
And if you see this and don't feel ashamed,don't feel embarrassed because you haven't done
it, or maybe you did the, oh, here's onecampaign, oops, it didn't work, I quit.
Start over again.
And it's now or never, just get it done and youcan start building today.
(45:46):
Yeah, and listen to what he has to say.
And be proud that you're gonna take thatinitiative, right?
And then the last thing I'm gonna say is justthink what you would tell your children if they
came to you about wanting to do something andyou know they should do it and not doing it
(46:07):
would be detrimental.
So just, you know, think like that because thenyou're gonna call me and we'll have a good
conversation.
Amanda, love the conversation.
I know we try to keep it like above the lineand not to go mean or off on a crazy rant.
We'll save that for next time.
I hope everybody listening got the the pointand the just.
If you're marketing, kudos.
(46:28):
If you're not, try it.
That's it for today's session on Printing'sAlive.
Amanda, thanks so much for the time.
Everybody, if you made it the distance, thankyou.
See you on the next one.
Hey, welcome back to another podcast with me,Warren Werbitt, on Printing's Alive.
Today we have a guest.
We have Amanda Burkowski.
Did I get that right, by the way, the spelling?
The spelling right, the pronunciation, no.
I didn't spell it.
I meant the pronunciation.
So pronounce it.
I get that.
I get everyone's name wrong, by the way.
It's Brnofsky.
(00:31):
Oh, Brnofsky.
Okay, you say it way better than I do, by theway.
I've had some practice.
Cool.
So just give us a little roundabout about you,who you are, what you do.
All right, so like Warren said, my name'sAmanda Bernowski.
I have been in the print industry for almosttwenty two years now.
The beginning of my career was all operational.
(00:51):
I ran an implant here in Pennsylvania.
And then once COVID hit, I kinda started to doa transformation into what I wanted to do in
print.
I did a lot of LinkedIn videos.
You guys might recognize me from there.
And then I started to do marketing and now Ihelp companies with their marketing of their
own printing company, how to use video, how touse different aspects of media for their own
(01:14):
marketing so we can promote print.
Cool.
So that leads us up to the topic today.
And the topic today is printers and marketing.
But really the topic today is printers whodon't market.
But before we get into it, I just wanna callout three printers who I regularly see out
(01:37):
there promoting what they do, promoting print,their people, the technology and the equipment
they use.
And one of them is Hatteras Printing.
Bill Hatteras, kudos to you.
You are awesome.
Paul Hudson, Hudson Printing, another awesomekudos to you.
And Alex Feshner from advertisers printers, whowas on my last podcast.
(02:02):
You are awesome with the videos you put out.
To all the people listening, go look them up,follow them on LinkedIn, and see what they do.
You can learn from it.
So congrats to all the other printers who dowell.
Now we're going into this session where we'renot talking about the printers who do well.
(02:22):
We're talking about the printers who donothing.
We're talking about the printers who haven'tfigured out that after producing all the
marketing material for all these othercompanies and helping them grow and expand, do
nothing for themselves, do nothing for theirindustry, do nothing for the people that work
for them.
(02:43):
I don't even wanna, there's so many things Iwanna say.
My head is just gonna explode.
Amanda, just why do you think all theseprinters don't do anything?
So in my experience, what I've seen, two verydifferent aspects.
There's ignorance and there's arrogance.
So a lot of the older print companies I see,they are so reliant on their sales team for
(03:08):
doing everything, for doing their marketing andselling, that they don't think they need the
extra department or the extra input of someonein marketing.
And then a lot of them just don't realize whatkind of marketing is out there.
They have been so kind of honed in on just theprinting aspect and doing what they're doing
(03:28):
and running a printing company, they're notrealizing that they need to be able to promote
themselves as much as they're promoting theclients that come in.
They're doing the marketing material for theseclients, but not realizing that they need to do
it for themselves and the different avenuesthey have with email marketing or social media
marketing, video marketing, even direct mailservices.
(03:50):
It doesn't click for them that, hey, we need todo this for ourselves as much as we do this for
our clients.
I'm trying to figure out the why, right?
I'm really I did a lot of marketing, and in thebeginning, to be really honest, I didn't know
what marketing was.
When I had my company way back when in theearly days, I just wanted to put something out
(04:16):
there.
I knew that if my name wasn't out there, wouldknow us.
Right?
So I'm just surprised that today more companiesaren't doing it.
And if I'm speechless, it's because my head ison fire and there's so many things going
through it.
And what I don't wanna do on this episode is Idon't wanna talk about any names of any
(04:38):
companies, right?
Because I'm not out to do any of that.
If you're listening, you will know who you are,right?
And hopefully you'll have some change.
I'm just thinking recently, printing companywent out and spent $34,000,000 on equipment
that I'm talking to.
And they don't do any marketing.
(04:59):
And I have a conversation with them about whatI suggest to them that they should do.
And the first thing I suggest to everybody, andthat is that you need to have a playbook.
You need to understand who you are, what youare, what you're doing, who your verticals are
that you wanna sell.
And then from that, you also figure out yourmessaging, and that will be your bible for the
year.
And whatever that cost, it cost.
(05:20):
And it does cost, you could be in for 15, youcould be in for $20.
You know, you speak to your, you have thepeople doing it for you, speak to customers and
really get the best of what you can.
But you're supposed to do that before you spendyour money on your equipment.
The people I just spoke to had the equipment.
And then when I discussed the playbook withthem said to me, well, you know, sounds
(05:43):
expensive.
Sounds expensive.
You got $4,000,000 on the floor and you gotpayments coming around every thirty days.
And if you're not selling, those payments getreally heavy.
Why?
Why don't they wanna do it?
Do you know why people don't wanna marketthemselves?
Like I said, from what I've seen, it's a lot ofthem are in denial that they need it.
(06:06):
They are so reliant on their sales team to makethe sales, to fill the presses, that they think
that they don't need to have a marketing aspectseparate from a sales team.
And one of the things that I saw for a company,they purchased a piece of equipment, like you
said, but what they did is they did a marketingcampaign through video, through email and
(06:27):
through direct mail, where they did everysingle step of when they got the press.
So when it came in on the truck, when theyoffloaded it into the building, when they had
it set up, when they did training, and they gotsuch a good response from that because for one,
people were aware that they got new equipment,and for two, they're showing what's going on
(06:49):
and how they're elevating their own company tosuch a broad audience rather than just relying
on their sales reps to tell current customersor even prospects, hey, we got a new piece of
equipment.
You know, these videos and these emails andthese direct mail pieces did it all for them.
And they got such a good response from anyother time when they brought in new equipment
(07:10):
that they didn't do something like that.
Yeah.
Okay.
So I'm I'm gonna and jump in.
Stop me anytime if you wanna add somethingbecause I'm about to go maybe on a little on a
little bit of a rant.
But, know, why do you wanna market yourcompany?
I'm gonna give you the reasons why you wannamarket your company.
Here's a couple reasons.
Number one, you wanna market your companybecause you wanna put yourself out there.
You want customers and potential customers toknow what you do and what you have to offer.
(07:35):
Offer meaning what solutions do you have tohelp them build and grow their businesses.
This is not about you, mister and missusprinter.
Right?
When I go to a lot of your websites and youhave equipment on your website, who cares?
In the old days, maybe it mattered.
Today, nobody gives a rat's ass about yourequipment.
They wanna go on there and see what you coulddo for them.
(07:59):
And, you know, and then in terms of peopleworking for you, right?
What does everybody do when they have aprospective client, right?
They go to LinkedIn, they check them out.
They go to the website, they check them out.
And then they start to build a little bit of athought process on what they're gonna do, how
they're gonna do maybe and what they could do.
(08:21):
So to the printer, don't you think that thepotential customer is looking at your LinkedIn,
at your website and making the same decisions?
If all you have on your site is again,equipment and no offering, guess what?
They are gone.
Everybody simple.
Remember to do for others as you want others todo for you.
(08:42):
And that's how do you want people to reach outto you?
Reach out to them the same way.
I'm I'm I thought I would have a lot more tosay, but it's all pent up inside me because I'm
so, so, so crazy.
Well, and I remember from one of the showsback, I believe it was like 2021 or 2022, I
think it was Printing United.
They did a whole series on printers presentingeducational material for prospective clients.
(09:07):
And it's kind of where I got my idea from backin the day when I was doing the videos about
direct mail, is literally showing themphysically how I, as a sales rep, can help you
with what we have.
Because a lot of the people don't know.
The clientele that I got had no clue about anyof the things that we offered until they
literally saw an educational piece saying, hey,we can make your postcard.
(09:31):
We can put code on it to make it personalizedand you can send it off to your client.
And that's one piece I've seen with people thatthey don't wanna take that time to do that, to
educate people out there how they can help thembecause that's gonna be your biggest draw.
If someone says, Oh, I need that, and they seeit on, then they're gonna contact you.
If they're just seeing a sales pitch, they'regonna click past it and not even watch the full
(09:52):
video.
Yeah, no.
I think so, I think it all starts at the printcompany with the print owner.
If the print owner is involved and interestedand passionate about what they do and wanting
to have a successful business with successfulpeople, then they have to lead the charge and
make it happen.
(10:13):
When the owner's not interested not involved, Iwon't say not interested, not involved, then
everyone below really can't do maybe what theywanna do because you still need the approval of
above and the above is not so quick to approveif they don't understand or relate to it,
right?
Or even the fact what I've seen is if the ownerisn't taking it seriously, like if they have
(10:35):
the attitude that marketing really isn'tneeded, marketing can be done by the secretary,
the receptionist, and her thirty minute lunchbreak during the day, then that's gonna trickle
down to their sales reps and to everybody thatworks for them saying, okay, well, you know,
we're not gonna bring any ideas because someonethat we're supposed to look up to doesn't think
it's important, doesn't think it's necessary,so why should we?
(10:59):
Printing today is a lot harder to sell than itwas back then, Right?
Back then, it was a lot easier.
You could charge what you want.
You get what you want.
There was a lot more money made.
It's gotten a little bit tougher.
The good thing is, right, and we must allremember this.
You see this?
The world can't live without print.
There's no business that could operate withoutany form of print.
So everything that we as the print industry aredoing, they need us.
(11:22):
And that could be the print, that could bepromotional.
It could be anything, signage, you name it, butthey need us.
So don't forget that.
And I wanna point out, we are a service basedindustry.
We are not a commodity.
So if you think like that first, then you'regonna wanna get paid for what you do, right?
In order to do that, then you get some moremoney to spend on marketing.
(11:43):
Marketing, so getting back to the, you know,the customers knowing you, your employees, your
own team, when you market and you do that andthey see what you're doing, you're building a
culture, right?
What happens when you build a really goodculture?
You end up with more passionate people, peoplegiving you more ideas.
We, my company, what I did once was I had seena fishing magazine and the editor had signed
(12:11):
off editor and angler.
And I thought, wow, that was really cool.
And then I went out and made business cards forme and it said founder and fisherman.
And then I went and I made business cards for120 people in the company.
So even the pressman, the shipper, thereceiver, everybody had a business card.
They didn't have an email address and and theyweren't allowed to put their cell phones on
because it wasn't a calling card.
But you don't think it didn't make everyone inthe company proud to have a business card, an
(12:36):
identification of where they work, and what didit cost me?
$3?
Right?
Now, they're marketing your company when theygo out there and they talk to friends and
people and they hand out the card, right?
Your salespeople, they hand out the card.
It has a title and a hobby, a passion.
It's an icebreaker.
It's an immediate conversation piece.
(12:58):
But then the people also remember for how easyit was to talk to you and to break in.
Right?
How many printers do you know that don't do anymailing?
A lot.
Or samples?
A lot, unless they're, you know, again, unlessit's sales driven.
(13:19):
The sales rep is sending out, you know, variousones to their list, but you never see the full
company having a direct mail push to go findnew clients unless it is led by that individual
sales rep.
Right.
You wanna keep your salespeople.
You have to market Listen, the truth today isit's not like the old days where salespeople do
(13:41):
a lot of cold calling or prospecting.
Right?
They're still doing it, but the phone's notgetting picked up as often because it's a
little harder.
People are all over the place.
You have to be consistent with your messaging.
You can't do one mailing and then go, oh, Ididn't get anything, right?
Like let's talk about, so what I tell a lot ofprinters is this, I go, what do you do for
(14:04):
mailing?
What do you do to let people know you're there?
Well, you know, not much.
Or we did a postcard.
I said, was your postcard personalized?
Or, oh no, we went bulk, it was cheaper.
I said to him, Do you read the bulk mail whenyou get it at home?
No.
I go, So what are you doing?
I said, At home, I open up every personalizedpiece of mail that comes in.
(14:26):
I even know that it's nothing real, but I wannasee what it says.
I said, your customers are the same.
And then, you know, and then they get into thesalespeople.
So, and let me know what you think after, butso this is what I suggest to all the printers.
Go out, build a list, buy a list, hire astudent to make 1,000 phone calls within two
miles of your business, okay?
(14:47):
Finding a directory online, make sure the listis good, so you spend a thousand bucks for them
to do that.
Then you go out and you start doing some directmail.
You plan on a twelve month campaign, right?
Thousand peep thousand businesses every monthfor twelve months.
Let me run through the cost with you.
Okay?
The printing is actually nothing because it's afew clicks.
(15:07):
You're gonna use paper probably from anotherjob.
You could even ask a paper company to give youa thousand sheets for your marketing, put their
name on the back or not if you're Listen, Iwouldn't even ask them because for the hundred
dollars of paper, I would just pay it and notbe held to anybody for owing anybody anything,
right?
So then you could go to one of your designcustomers and barter with them and ask them to
do some design for you over twelve months andgive them some print in exchange.
(15:31):
So far you haven't spent a penny of cash out ofyour pocket.
And then you go out and you do the mailingevery month.
So I don't know, personalized mail, firstclass, what is it?
80¢ a buck, whatever.
It doesn't matter.
Thousand a month to mail, right?
Printing is almost free, a little barter on thedesign.
So let's just say if you added it all up with acash value at the end of the year, you spent
(15:52):
$20, 12 months messaging, right?
Your sales team will not reach that many peoplemonthly consistency for that long.
No.
If you don't do anything, you will get anautomatic two, three, four percent return on
the people that you're calling.
Will be bigger, some will be smaller.
And by the way, if you do that and you havesalespeople, you're now creating leads for
(16:18):
them.
And the better part of that is when you createthe leads for them and give it to them, and
then they start calling and, you know, winningand succeeding, you, the owner, could hold your
shit together and don't have to get crazy aftertwo months because you haven't seen any revenue
when you spend $6 a month to have a sales guythat you're hoping is gonna hit a home run-in
(16:39):
two months, which we all know takes twelve toeighteen months with a salesperson when they're
starting.
Well, and even to add to that, I've seen, toadd a little extra, again, that's not gonna
cost you anything.
If they're doing this as a mailing for theentire company, personalize it per territory,
have a QR code that goes to like the LinkedInprofile of the sales rep of that territory or
(17:03):
to one that I've actually done myself is I puta QR code that went to a video of me
introducing myself and being like, hey, you sawme in your mailbox and now you see me on your
TV.
And again, that didn't cost me anything extrato put that on there and to get that extra
level of personalization and communication withwhoever these 1,000, 15 hundred people that we
(17:25):
sent these postcards out to.
So it's so easy.
I mean, like you said, you get frustratedbecause you're like, everything, it's so
simple, why don't we just do it?
Why aren't they just, you know, rather thanrelying on, like you said, on these sales reps
to hit a home run with the limitedcommunication they have if they're not doing
any sort of their own marketing, you know, it'ssimple things that need to be done.
(17:49):
And then what else comes from that?
Couple things come from that.
Number one, you are now letting everybody outthere know what all your offerings are.
And over twelve months, you're gonna havesingle offerings for certain items you do.
You could match them up with others.
You know, you do print, you do mailing, you doposters, you do delivery, you do sign, whatever
it is, right?
Everybody's gonna know what you do and it'sgonna be consistent.
(18:14):
But now you're, again, salespeople are gonna begreat because you're keeping them busy.
And then everybody's taking pride and thenyou're building your brand.
And you'd be surprised because you're not onlybuilding for today, right?
Everything you do, I mean, oh my God, I've hadstuff I've done for people and eighteen months
later, I get a phone call saying, yeah, we gotyour piece last year.
(18:37):
You don't know who keeps what, when they keepit, how they keep it, what they keep it for.
It's just as long as it's out there and thenthe more times they see it, maybe your rep is
gonna call on someone where another rep wasbefore that they didn't know, but now all of a
sudden the name hits a bell because they gotsomething in the mail.
Yeah.
Right?
Oh yeah.
And it's important to do all different forms ofmarketing, not just one, right?
(19:01):
I'm gonna tell you how stupid some companiescan be in our industry.
I remember once I was dealing with an envelopemanufacturer and they called me up and they
said, oh, you have an unpaid bill.
And I said, oh, I didn't see the invoice.
No problem.
I said, could you mail me another invoice?
And the lady on the phone said, well, I'll justemail you the invoice.
(19:26):
I said, if you email me an invoice, A, I'mdropping you as a supplier and I'm calling your
boss to get you fired.
You're an envelope company.
You don't email invoices, you mail them.
Or you're training your customers that theydon't need envelopes.
Simple stuff, simple stuff people aren'tthinking.
(19:48):
No, and it gets overlooked.
That's the problem.
It's like, some of it is so simple that it'sjust over people's heads.
And like you said, that would be ridiculous tonot get an envelope from an envelope company.
Like, this is due twofold.
You're gonna invoice someone to get money andyou can, you know, market your product at the
same time.
(20:09):
And keep your people busy because you're makingmore envelopes.
I used to steal the envelopes at the bankmachines when they came out.
I figured some envelope company's gonna get arepeat or order every annual report at SEDAR
just so I could see the graphics.
But I always thought, hey, if I get that book,maybe that's gonna be the one that they were
waiting for to decide if they're gonna ordermore or not.
There you go.
(20:29):
Right?
It's so simple.
But if you're not mark you know, if you're abusiness owner, you're not marketing yourself,
you're basically on your way out.
Yeah, and like you said, the one thing that Isee that is a huge issue for most people is
they do one campaign, they don't get whateverresults they were thinking of getting, and then
(20:50):
they stop.
And they don't realize that marketing is notthe same as creating a sales funnel.
You are gonna get leads eventually, but it'ssomething that you have to build with
consistency over time.
You have to be able to show that this is not,like you said, just a one time campaign.
Oh, it didn't get out to the right market.
Oh, I didn't get any return on it.
So we're done.
We're not gonna try this again.
(21:11):
You need to build that trust.
You need to build that brand for yourself.
So then once you start getting more and moreconsistent, like you're gonna skyrocket with
how many people are gonna see this and who'sgonna be sharing it and who's gonna recognize
your name.
But that's a huge roadblock where I see withprinters is they try it once, it doesn't work,
then they're done.
(21:33):
And they don't even do it well.
Like, they don't try hard.
You know?
So I don't wanna spend anybody's money.
I mean, I do wanna spend your money.
But the truth is, you know, the money you'regonna spend on marketing is worth it.
I know people who won't spend a couple thousanddollars on do something creative on marketing,
(21:56):
but they'll go have a $400 bottle of wine, orthey'll go play a $300 round of golf.
And and I don't understand it because if youspend the money on the marketing and you do
well, you're not gonna be playing $300 roundsof golf.
You'll be playing a pebble beach or somethingbetter.
Oh, yeah.
Or that thousand dollar dinner that they'retaking two clients out to that, you know,
(22:17):
that's pretty much where all that money isgoing with those two clients, just hoping that
they're going to order more or refer them.
Yeah.
No, it's really oh my God.
Oh my God.
And you don't have to spend a lot of money.
So what another thing that I did was, first ofall, when companies buy new equipment, most of
(22:38):
them don't even do what they should be doing,and that's making some samples with the
equipment and spreading them out and showing itaround.
I used to, with salespeople, do all kinds ofsamples and marketing samples, and it was a
great way to have the folks go out and ask tosee customers.
And the instruction was, don't ask them if theyhave anything to quote.
(23:00):
You're not there for that.
You're there to say, hey, wanted to see you.
Don't bring them donuts.
People don't like donuts anymore.
But I, you know, just wanted to come in and sayhello, and I just wanted to show you the latest
and greatest piece that we've done, and I justwanna leave it with you.
The customers that you have that you're doingthat with, if they have something that they
need quoted, you're gonna be top of mind, andthey're gonna remember you for being proactive,
(23:22):
right?
Another keyword, proactive.
The days of calling them all the time andsaying, What do you have to quote?
Doesn't work.
Doesn't work.
And when you do that, you become just anothernumber, right?
You wanna find a way to get in with them.
Oh, the best thing, the best thing about doingyour own direct mail campaign for a year, six
(23:44):
months to a year, you track it.
You then have everything you need, all the datato write a case study.
When you go out, you get to talk about your owncase study.
You get to talk about the money that you spentto make this project happen.
You get to talk about the results.
You get to talk about the return.
Most direct mail done well, you will have areturn.
(24:08):
Right?
And the return is not just the dollar value ofwhat came in from that campaign.
Let's talk about the lifetime value of some ofthose clients that you're gonna pick up.
Oh yeah, definitely.
Right?
When think about long term value, you couldpick up one customer that does $150 a year,
(24:29):
have them for ten years, and there's a milliondollars that comes out of your $20 that you
spent.
Oh yeah, exactly.
And it's also people that maybe you wouldn'thave thought of prospecting to first place.
When you do a direct mail campaign, you canreally spread your outreach.
And who knows, maybe that is the only way thatthis client would have ever known who you were.
(24:50):
And like you said, they turn out to be thishuge client.
Your ROI is made back tenfold.
Doesn't take long.
Another thing, I used to do a lot of it.
I see some companies doing it, but pro bonowork, right, for charities, for things that are
important.
Perhaps you have some employees who have someissues and you could support their causes.
(25:15):
And by doing that, then, again, internally thepeople are excited and happy you do that.
And then on the outside, I remember one year, Inever bought Christmas gifts as a company.
I never believed that buying anyone a $25.50,$40.100 gift is gonna change their world.
But taking all that money and doing somethingwith it for a charity, one year actually, we
(25:37):
went to the children's hospital and we funded apart of the pump.
So I say that because you're diabetic and youhave the pump.
But when we did that, we called the hospital.
We asked if we could have a picture of a childwith permission from the parents to put on our
Christmas card and everything.
And unbeknown to us, it turned out to be one ofour customer's friend's child.
(26:02):
Wow.
Right?
And just if nothing else that just, you know,strengthened our relationship because of our
consciousness of wanting to think and help outothers.
Other times we did a, we funded a music dog togo to the hospital to see kids and patients.
(26:23):
And that just gives us the human side becauseit isn't just all about business.
Yeah, there's a company that I worked withthough, who did, they sponsored a walk.
It was a, I can't remember what the charity wasfor, but every single year they did the walk,
they provided the t shirts for everybody whodid the walk and they even sent out like a
little postcard.
And from that, they had other charityorganizations contact them to actually hire
(26:47):
them to do the same thing for their charity.
These were larger charities that had the moneyto spend.
The one they did was a local charity that theowner was very close to and some of the
employees were.
And the amount of work they got from that, justfrom doing something they were gonna do anyway,
(27:07):
was astronomical.
And then I'll say to the owner who's doingthat, if you haven't done it before and you're
gonna do it, it makes you feel really good.
Like putting everything else aside, it makesyou feel good that you did good.
It makes you feel good that you potentiallymade a change in somebody's life.
So you could market yourself by helping otherpeople and not even doing anything little for
(27:32):
yourself, right?
Exactly.
You can go to the local news station if you'redoing something.
And once you, it's all about starting and thenkeeping it going and consistency.
When I used to go out and I used to give peoplethings and talk or make phone calls, and
somebody would say to me, oh, you know, we'rereally happy with who we are.
And I'm like, oh my God.
(27:52):
I said, do you know how happy that makes me tosound how that makes me feel to hear you say
that?
I said, you know, I'm just planting the seeds.
I'm like Johnny Appleseed right now.
So if one day you're in a situation and peoplethat you like that you're dealing with for
whatever reason can't supply you withsomething, I'm happy to help out.
And I'm not even gonna try to get all your workbecause I'm thrilled that you're with them.
(28:14):
I'm just trying to find a little crack to getin the door.
After that, I'm gonna try to slam them and takeaway the other guy's work, right?
But you gotta find the ways to just to moveabout, the non aggressive.
The world is so much pressure today that wecan't pounce on people.
No.
You know, it's what's something that maybe oneof your customers have done in the past that
(28:41):
have worked really well?
I had a customer that didn't have a very largebudget.
They didn't wanna do a direct mail piece.
They wanted to try to keep it as low cost aspossible.
So we basically did a LinkedIn campaign forthem as well as some email marketing through
their current CRM.
And we combined the two and just from postingtwice a week, including video, including
(29:08):
employee spotlights, including We would do afour step.
One would be educational, informational, andthen two would be about services.
And by doing that after a year, they increasedtheir LinkedIn following by 750% and their name
(29:30):
was being known in different trade shows theygo to.
So they were being recognized.
They can't pinpoint an exact sale that they gotfrom that, but the fact that they were being
known and when they would go to any of thesetrade shows, they were being recognized was
more than enough affirmation for them to say,okay, this is something good, this is something
(29:50):
we're doing.
And eventually sales came after the fact.
And it was really neat to see because prettymuch the investment was $0 other than hiring
someone to do it for them.
But it was very low cost.
It was very simple.
It wasn't glitz and glam.
It wasn't it wasn't anything crazy, and theysaw a huge return on it.
(30:13):
You don't have to do that much.
Don't have to spend that much money.
You just have to start doing something and thenjust be consistent with it.
Right?
Oh, yeah.
You know, you could have your quarterlymailing.
You could have a small newsletter.
I still think, you know, printers have toprint, printers have to mail, printers have to
(30:37):
do some social media.
We have to show people that we're well roundedand that we understand because the truth is
everybody has to do everything today.
You know, everyone who says print's dead, Well,maybe stationary is dead, but just the Prince
still printing billions of business cards.
That's another thing.
I'm gonna touch on the business card.
Make your business card wow.
(30:57):
Mhmm.
Use embellishments.
Use the spot UVs.
Use foils.
Use whatever.
And even if you think that someone's gonnathrow it out, who cares?
It's about that initial reaction when I'mlooking for my card.
But when I give my card out, everybody ooze andooze and touches it and opens it and looks at
it and that's all I needed.
(31:17):
My job is done.
They saw it, they liked it, they commented,they will remember.
Oh yeah.
But they also remember is when you give them acard and you could just fold it with your two
fingers and then it folds in half.
Fine paper doesn't matter today.
Thick solid paper matters.
That lets people know that you are solid.
You don't fall down so easy and you arestanding strong.
(31:39):
That's just my, I made that up as I wentbecause it sounds pretty good, right?
But you have to do all of those things.
It's, I'm amazed that I see companies that havebeen around for twenty and twenty five years
and they're still trying to figure out how todo sales training and marketing.
And your salespeople, the title of sales andmarketing, I don't think I've ever really met
(32:03):
anybody who does sales and marketing, unlessthey mean marketing by talking about the
company when they're selling, but it isn'tputting together any thought, isn't putting
together any brand, right?
Or doing Well,
and I think that's where I failed in salesbecause I did more of the marketing than the
sales part.
And that's kind of how I got my sales.
(32:24):
So I was kind of an anomaly, but then Irealized I would rather show people how to do
the marketing rather than continue doing it formyself.
And that's the other problem is I've seencompanies where they'll hire salespeople and
then try to give them that slash marketingtitle.
Be like, Oh, wait, well, you're doing sales, soyou're actually gonna do our marketing too, but
we need you to do both.
(32:45):
And it's like, some people can do that maybe,but someone hired for Yeah, a very, very small
amount, but someone hired for sales is there todo sales, not marketing.
And someone for marketing is there to domarketing, not sales.
Like they need to understand there's adifferentiation between the two and that you
really can't combine them unless it's, like yousaid, a very small percentage of people and
(33:07):
that's a very special person.
Well, otherwise, the person ends up spendingtheir time doing what they like to do.
Mhmm.
Exactly.
Which should really be what their title is atthe end.
Mhmm.
Right?
It's
Oh, yeah.
You know?
Even if you're you're you're a print company,like, do you have people coming in?
(33:27):
Do you offer tours?
Do you make any videos on how you do things onspecial on special projects?
Right?
If you're if you're an owner, have someoneyounger in the company take on and just put up
some TikToks for you or Mhmm.
Or whatever videos.
It depends where you are.
I don't I don't really think TikTok is so goodin our end of the business, but I think if
(33:47):
you're in the apparel business, I think ifyou're in the promo business, I've seen a lot
of good TikToks and actually like ten, twenty,40 thousand views even.
Well, one of the things that has been trendingon TikTok that I've been keeping an eye on,
people love to watch equipment.
So if you're a printer, and some of thesevideos are as simple as just seeing it go from
(34:08):
the beginning of the press all the way to theoutput, and it's getting millions of views
because for some reason, people are fascinatedand it kind of has a little bit of that ASMR
value to it with the clicks of the machine andthe different sounds it makes.
So something as simple as that, videoing yourequipment running, posting it on TikTok, I
mean, that can really boost your brand name.
(34:30):
I'm not saying that you might get sales fromit, but it's definitely gonna boost who you
are.
Branding is sales in the long run.
Sales are not short term.
Short term sales are generally rush orderswhere the people don't come back.
Yeah.
It's a one and done.
Right?
You you wanna go long.
And what's really fascinating when I got it toprint, what was fascinating was this went into
(34:55):
a machine, offset or digital or whatever, andthen this was the image, me, that came out.
No, I'm doing that just to promote the book,buy the book if you didn't, but for the person
who's not around what we're around, little hardto figure out how white paper comes out with a
full color image on it after.
Oh yeah.
Right?
Look at YouTube and look at how many peoplewatch, how did they do that?
(35:19):
Or how did they make that?
Right?
Oh yeah.
So you could have, how did we do that sectionon your website, but don't have a machine
running on your website, especially don't havea 1980s press running with powder spraying
everywhere, right?
Because it just doesn't look sustainable and itdoesn't look clean and it doesn't look sexy.
(35:40):
No.
Mean, if you're doing some embellishments, youcan use some of the embellishments on the front
because embellishments these days are a littlebit sexy.
Oh yeah, those are definitely trending I sawsomeone, they did, I can't remember what
company it was, but they did an embellishedpiece.
And then they had a lady where it literallyjust kind of zoomed in with her nails and she
was just touching every piece of theembellishment and clicking on it.
(36:02):
That thing, it had like over 2,000,000 views ofjust that finished, you know, embellishment
piece.
Like it's something so simple.
And you know, they're doing it anyway, so whynot promote it?
I mean, I remember when we got our UV Press, wedid some big posters with the green apple or
(36:22):
the Granny Smith smell.
And 56 inches posters, big green apple.
We went to Scentosphere and we got the scent,which was great.
We mixed it in, we printed it.
When I would go to meetings and we would giveout posters and lay them on the table,
throughout the whole meeting, people would justbe sitting there and like rubbing the poster
and doing this, you know?
And I'd sit there and go, hey, if you rub itlong enough, a genie might come out, right?
(36:45):
Or you put something like a scuff free mattelamination in their hand while you're talking
and it's a sample.
It's like soft velvet silk.
So what do they do?
Right?
They touch it and
then you're getting that little
touch and feel, right?
Throw in an embellishment with raised UV or afoil and then you're getting more of that.
So you have so many options out there if you'rea print owner to put your company out there.
(37:12):
And you have no choice if you wanna besuccessful and people to see you.
I don't even know what else to say.
I wanna scream at people when I see themsometimes, right?
Just need
to Please don't
do it.
Yeah.
Well, and don't be that person that buysequipment and then tries to figure it out
after.
Exactly.
Okay?
Because you don't have time after.
(37:33):
The payments are coming too fast.
Mhmm.
And if the OEM is trying to push it down yourthroat with a deal, just stop them and tell
them the other guy's offering you the same dealnext month and buy another month so you could
think about your marketing plan.
That's a
good And you could even ask the OEM for adiscount or assistance in marketing the
(37:54):
equipment.
Oh, yeah.
They all have a little bit of budget.
Oh, yeah.
And they've and they're all willing to help toowith marketing.
I've seen a few installs where the OEMs arelike, Hey, we'll help you.
We'll even give you a branding kit for thismachine for your company.
Like, why not take advantage of it?
Listen, I remember way back when, when I boughtthat 56 inches UV press and you could see it on
(38:20):
my YouTube channel.
I went out, you know, I guess I was just kindof a little before my time always, but I went
out, we set up cameras and we did a whole videoinstall of our KBA one hundred forty two.
And at the time, what I learned from KBA,Colleen Bauer now, but they'll always be KBA to
me.
What I learned at the time was most of thepeople buying KBAs then were all specialty
(38:44):
people, packaging guys, and they were purposingthe press for certain things and they were
doing certain configurations.
I was just a commercial printer guy who boughta big press.
Not sure what I was thinking at the time, but Iwent out and again, it was about the marketing.
So the video was for, it was like 140,000nonstop pictures over six weeks that was put
(39:05):
together in a time lapse video that we had80,000 views of the installation back then when
YouTube still wasn't much, right?
A little bit ahead of the time.
I went with the video and I showed it toColleen Bauer, KBA then, and they were blown
away on just the whole setup the way it wasdone that I said to them, hey, would you be
(39:30):
interested in covering half the cost?
I will give you the video and you can use itaround the trade shows.
Now, I did was when I did the video withouttelling them, I put up a KBA banner on the wall
near the machine under mine, thinking ahead.
And they were like, yes, that would be great.
(39:51):
And they said, how much?
And I said, well, it cost me 10.
So how about 5?
Only cost me 5.
So I got it for free.
But then they went, put it up at their, in thebooth at the time and they had it running on a
loop because it was so Oh, nice.
And then I had some of their customers callingme and ended up picking up some of their extra
overrun work because not everybody had a bigpress.
But that video went around and if nothing else,people were just in awe because they've never
(40:16):
seen a press being installed.
Oh, yeah.
Right?
And you were that fascinates people.
You know, you could invite people over.
You know, first of all, if you're marketingyour company, is your company clean?
Because if you're doing some marketing, youwanna invite people over.
You wanna have little events if you can.
Mhmm.
And it doesn't have to be big events.
It could be a one hour.
It could be a sank cassette.
(40:36):
It could be a lunch and learn.
It can come be just come and meet the people.
Right?
Oh, yeah.
And that was the other thing.
When I used to walk people around, and Ilearned this from Larry Kendall who owned Cameo
Craft, he was an older gentleman, but when hetook me around his place, it was like 80 or 90
years old.
He knew everybody working everywhere.
When he introduced everyone, me to everyone, heknew them by name, as well as me.
(41:01):
After that visit, I made sure anytime I hadsomeone in my company, I was introducing
everybody on every piece of equipment by nameto the customer.
Oh yeah.
I wanted the customer to know that we are agood company, good culture, and that we all
know each other.
And it makes the people working on theequipment happy because now they're meeting the
(41:22):
customer, you know them by name as the owner,right?
We might not think anything of it as owners, soa lot of times people working for you, know.
That's a big thing.
Appreciate that.
Oh yeah.
And you just have a win win.
Marketing is not just the paper and theprinting, right?
Or the mailing that you're doing.
(41:42):
It's how you talk, it's how you walk, it's howyou interact with everybody in the company and
the customers.
Oh yeah,
even having like a small open house just tobring people in to see things can have a huge
impact.
And you don't have to do it every month, youcan do it quarterly and just have people come
in, have a press running, have your staffthere.
(42:03):
And it has a huge impact for people to seewhat's going on.
And like you said, vice versa, it reallyempowers those employees that they are being
spotlighted to potential clients or currentclients.
Wow.
Okay.
My head is just roaring with stuff, right?
Because well, we see so much and you know what?
(42:26):
I get this, I'm disappointed a lot.
I'm disappointed in our industry for all thepeople that aren't doing anything, right?
If you're doing something, if everyone doessomething, we've just found a way to elevate
our pricing.
Right?
Nobody should be selling cents per copy ofanything.
(42:46):
Yeah, unless
you keep belittle what we do into cents.
Right?
It's pricing or however, but not just in theprice per unit.
Wow.
Okay.
My head is filling up with stuff.
You know what we're gonna do?
We're gonna turn this into a regular segmenttalking about it.
(43:10):
Yeah.
We're gonna have a couple where we're gonnatalk about some of the great people.
We're gonna speak to them first because I wannamake sure they're good that we promote them and
some of the initiatives that they've taken.
I'm gonna actually look for some people maybethat we could talk to who didn't do something
or didn't do it right, but learnt and arewilling to share their experience with
(43:31):
everybody as to the benefits of.
Even the learning curve, you know, showing themhow that's part of the step of success.
Listen, nothing is easy and you will makemistakes.
But the one thing I will tell you is that ifyou don't try, you're going nowhere.
Exactly.
Right?
And what happens with mistakes?
(43:52):
You learn.
You learn how to do things right.
And there's also nothing wrong with talkingabout your mistakes and the learning that you
did when you're talking with customers,especially if you're trying to help your
customers do some marketing.
Oh, yeah.
You've done the marketing and you know whatyou've done, you're now able to sell in the
solution.
And who knows, you might have other customersthat you can put together to assist some of
(44:15):
your other customers, but you have to beproactive.
That's the bottom line.
Right?
So this is what we're gonna do.
We're gonna find different causes, differentcases.
Anybody listening, if you wanna really come onwith Amanda and I and talk about your successes
or your failures, reach out to me, right?
(44:37):
We wanna talk to you and we wanna help you.
If anybody listening is not doing anymarketing, give me a call.
You're not calling me because you have to hireme.
You could do that later.
But call me for a conversation.
K?
Have some questions for me.
Let's figure out why you are not doing it.
Let's figure out some basic things that youneed to do to get you going and then go from
(45:02):
there.
My job in Printing's Alive right now is I justwanna promote print.
Just like it says, the world can't live withoutus.
And if I could help you succeed, then I'mwinning twice.
And then our industry's winning.
And then we're all working together, rowing inthe same direction.
Anything you wanna add before we jump?
(45:25):
No, just pretty much what he said, definitelycontact him.
And if you see this and don't feel ashamed,don't feel embarrassed because you haven't done
it, or maybe you did the, oh, here's onecampaign, oops, it didn't work, I quit.
Start over again.
And it's now or never, just get it done and youcan start building today.
(45:46):
Yeah, and listen to what he has to say.
And be proud that you're gonna take thatinitiative, right?
And then the last thing I'm gonna say is justthink what you would tell your children if they
came to you about wanting to do something andyou know they should do it and not doing it
(46:07):
would be detrimental.
So just, you know, think like that because thenyou're gonna call me and we'll have a good
conversation.
Amanda, love the conversation.
I know we try to keep it like above the lineand not to go mean or off on a crazy rant.
We'll save that for next time.
I hope everybody listening got the the pointand the just.
If you're marketing, kudos.
(46:28):
If you're not, try it.
That's it for today's session on Printing'sAlive.
Amanda, thanks so much for the time.
Everybody, if you made it the distance, thankyou.
See you on the next one.
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