Is the customer always right?
The saying “The customer is always right” was first used by London department store guru Harry Selfridge in 1909.Since then it has been adopted by many businesses worldwide. But is this saying as relevant today
Vector v Raster
What’s the difference between raster and vector? This question has been asked by many of our Sunshine Coast and Noosa clients over the years, so in the Simply Print May 2016 Newsletter, let’s clarify the difference between raster and vector once and for all.
To colour, or not to colour!
It’s been the agonising question for businesses for as long as I can remember. Do I lash out and print in full colour, or save some bucks and go for black and white? In the Simply Print April 2016 Newsletter, we look at the pros and cons of full colour and how to avoid a marketing disaster.
Dealing With The Lowest Bidder
In the Simply Print February 16 Newsletter, we talk about the pitfalls of dealing with the lowest bidder. I’ve long been a long-term believer of not dealing with the lowest bidder especially when it comes to business. These wise words were written by English author John Ruskin in the late 1800’s.
“It’s unwise to pay too much, bit it is worse to pay too little. When you pay too much, you lose a little money – that’s all. When you pay too little, you sometimes lose everything, because the thing you bought is incapable of doing what it was bought to do. The common law of business prohibits paying a little and getting a lot – it can’t be done. If you deal with the lowest bidder, it is wise to add something for the risk you run. And if you do that, you will have enough to pay for something better.”
I was tempted to recite John’s quote when a lady told me that I was too expensive on my business card quote and that she was going with a cheaper price. I asked her if the other price was for the same quality card. Her answer amazed me. “I don’t know, a business card’s a business card isn’ it?” I replied, “Yes, but Kingswoods and Porsches are both cars too”. About a week later she came in with the cards in disgust. They were printed on what looked like a bubblejet printer. They were trimmed crooked and the image was blurry. All in all she saved herself the grand total of $40 and got what can only be described as a truly ugly bunch of cards. Apparantly she didn’t even see a proof, which is like business suicide in the printing industry. I asked her why she didn’t see a proof and she replied, “Oh, they told me proofs were $40 extra”. Our price included a proof so she effectively saved nothing, but my head was spinning at this time so I avoided pointing this fact out.
Online printers have become very popular and convenient, but you have to use the same rule. If it’s cheap, there’s a reason, no exceptions. With most online printers such as the one who’s initials are V.P. you don’t deal with a human being. I know this for a fact because I ordered some business cards from this company that starts with Vista a few years ago. I just typed a heap of words criticizing their service and quality, entered my credit card and clicked submit. These business cards are at our office if you want to see them.
The important lesson here is, if something is cheap, there’s usually a reason. I always recommend that you ask the following question when getting a printing quote. “Will my job be printed digitally or lithgraphically? “Digital” is just a fancy word for “copied”. Lithographic printing uses ink on a printing press, digital printing uses toner on a copier. In most cases, the quality of digital printing is inferior. Don’t get me wrong, there are plenty of good copiers out there, but I’ve yet to find one that can rival ink on paper, unless it’s a HP Indigo which costs over $250,000, and not many printing companies can afford that price tag.
Marketing – One Size Doesn’t Fit All
Most times it can be difficult to work out which marketing is right for you. There’s an old saying, “Only half of your marketing is working. The challenge is working out which half.” Marketing that works for one type of business can be disastrous for another. The key is to work out which type of customer you want to attract. Do you want to sell to a specific age group? Do you want to target specific areas? Is my product more likely to sell at a particular time of year? These are all factors that will make it easier to decide what type of marketing is best suited to you.
Have you ever taken the time to listen to ads from Joyce Mayne, Harvey Norman or Wow Sight and Sound. They fire the info into our faces at a hundred miles an hour. It’s all designed to create a feeling of urgency, and it works. The same goes for your leaflet. You have about ten seconds to get someone’s attention before your leaflet ends up in the bin. I can say from personal experience that with letterbox drops, if you get 5% response, you’re doing well. Realistically, it’s about 3%. So how do you increase the strike rate? Well the first thing to remember is to keep it short and sweet. “Catchy and bold” wins every time over “your life story in fine print”. Considering the low strike rate, it’s important to keep your printing costs down. I recommend for large print runs going for full colour. The brighter, the better. For shorter print runs it’s a good idea to use a yellow paper with one colour print instead of full colour. The colour yellow, according to research, has proven time and time to attract people’s attention before any other colour.
Ask yourself this question”. If I saw this leaflet in the mail, would I find it appealing?”. Just remember, a potential customer only wants to know one thing. What you can do for them. Believe me, nobody wants to know how long you’ve been in business or how many staff you have, at least not from their letterbox. The golden rule is to get to the point of what you’re selling fast. Avoid wasting precious space stating the obvious. For example, everyone expects great service and competitive pricing from their plumber or electrician, whether it’s printed on the leaflet or not, so instead of saying this, think of something unique that will encourage people to respond to you.
While you’re here check out our brand new specials. Remember to mention this newsletter to receive the discount. And if you subscribe to our mailing list or connect with us through Facebook, you’ll get a regular reminder each month.
Until next time, if we can help with any of your print needs, please don’t hesitate to contact us.
Brett and Brad
Happy New Year!
Welcome to the first newsletter for 2016. I still can’t get over how quickly 2015 went. I blinked at tax time and the next thing I was putting up the Christmas lights again, trying not to fall off the ladder. My wife Carey handed me the phone as I climbed up, just so I could call the ambulance myself.
Most people found business very tough last year, and I think this came down to uncertainty with what seemed like the darkest days with world terrorism events dominating the news. It’s at times like these that we need to remain positive. Turning on each other as we have seen at major rallies is never the answer. I choose to worry only about things that I have control over. I believe we live in the greatest country in the world, and in my humble opinion, nothing will change that unless we get bogged down in negativity.
Speaking of negativity, a client recently told me that he believed that things would get much worse financially in Australia before they got better. The problem with this thinking is that your thoughts usually create your reality. At the risk of sounding like a bit of a universe loving hippy, what you think is mostly what you get in life. Think back at a time in your life when you almost had something good, only for it to be snatched away at the last moment. If you can recall your state of mind at that time, you might have the answer.
To celebrate the new year, we’ve got some new A3 calendar planners to give away with every order placed in January. With a month per page and large blocks for each day, it really is a great planner for your business. You can hang it on your wall put it on your desk. Have you considered the benefits of having your own calendar planners? It’s an ideal way to keep your business name in the faces of clients for the next 16 months. In fact, apart from the usual phone book ads and this newsletter, calendars are our best form of marketing.
To compliment the 2016 planner, we’ve printed some new note pads using the offcut from paper that would have normally gone in the recycle bin. Yours for the asking, and while you’re here, don’t forget to check out the huge range of novelty note pads now available.
Don’t forget to check out our New Year specials on the website. Our specials are always changing with new ones added continually but you must mention the website to recieve them. And if you like us on Facebook or opt into our newsletter email list, you’ll get a reminder each month.
Until next time, if we can help with any of your printing needs, please don’t hesitate to contact us.
Brett and Brad