Column
A case study: You have a way with words
We humans are such a narcissistic, self-absorbed bunch, aren't we? When there’s something to say,
we just can’t help talking about ourselves – even when we try to focus on others, In the movie Beaches,
Bette Midler’s character, CC Bloom, reveals this characteristic when she says: “But enough about me,
let's talk about you...what do you think of me?” If we don’t make a conscious effort to focus on others,
all our marketing messages will sound like they’d been written by her! The people on the receiving
end deserve better. Many of us still have a desire to focus on others first. Consider this well-intentioned,
real-world example inspired by one of our customers (a printer just like you!) This printer wanted to
proactively encourage clients to use the tools he offers through his website to make it easier to buy
printing from him. His request illustrates a case study of how to turn a “me” focused marketing message
into a “you” focused message.
credit card. I was hoping to set up a
webinar demo for your team. We look
forward to continuing our partnership
with [customer’s company name] in
2019!” Reaching out to customers in this
way makes for a good message. But
with “you-focused” attention, it can
become a great message.
Changing focus from “Me” to “You”
Recently a customer reached out to us
and asked: “I’m beginning to market our
software to more of our current clients.
Below is a bullet list of benefits. I’m not
the best with words, so please let me
know if you would word any thing
differently.” His email message served
as his starting point to approach his
customers. It appears below:
“Hi [name]. It was a pleasure to meet
with you last week. I’m super excited
to recommend our new web-to-print
software to [customer’s company name].
[Printer’s company name] is providing
this portal to only a select few preferred
customers. Here are a few of its benefits:
(1) Site can be customized with client’s
logo; (2) Security via individual login and
password; (3) Real-time proofing on
variable-data projects minimizing errors
and improving production timelines; (4)
Re-order Library to order re-occurring
products with quantity options; (5)
Locked templates guarantee branding
consistency; (6) Multiple payment
options such as purchase order, COD or
32 | May 2019 | GRAPHIC ARTS MAGAZINE
Rachel Nies is the Marketing Director at
Marketing Ideas For Printers, and she
definitely has a way with words. She
looked at our customer’s message
through her “you-focused” lens and
re-worked it. Here’s her version of the
same message:
“Hi [name]. It was a pleasure to meet
with you last week. I’m super excited
to recommend our new web-to-print
software to [customer’s company name].
[Printer’s company name] is providing
this web-to-print portal to only a select
few preferred customers, and you’re one
of them! Here are a few of the benefits
your team at [customer’s company
name] would enjoy from getting started
with it: (1) Your team can order printing
from a customized web page with your
logo, so it looks and feels like you have
a printing department right within your
business! (2) You'll enjoy peace of mind
with the security that comes through
individual logins and passwords. (3)
You can minimize errors and speed up
production timelines with real-time
proofing of variable-data projects such
as business cards. (4) A Reorder Library
makes ordering as easy as saying
“I'll have my usual, please.” Reorder
re-occurring products with quantity
options quickly and easily. (5) Your team
will appreciate the ability to guarantee
branding consistency and the look
and feel of all of your print products
with locked templates. (6) You'll
enjoy painless payment options such
as purchase order, COD, or credit card.
[Name], having your own private printing
portal means you can take care of your
print ordering quickly, so that you can
get back to doing what you do best at
[customer’s company name]. If you're
interested, I'd be happy to walk you
through a 10-minute webinar demo to
show you more. Let me know if that
would be of interest to you. We look
forward to continuing our partnership
with [customer’s company name] in
2019. Happy Holidays.”
With just a simple shift in focus, the
message is now all about the customer
instead of the printer. Rachel’s words
can be a starting point to help you sell
more printing. Always double-check to
make sure all your marketing messages
are “you-focused.”
A problem a lot of printers face today is
finding the time to maintain a website
that not only looks great but also allows
them to do business online. It’s not a
comfortable feeling knowing that their
customers are looking elsewhere to
order printing online. Author David Hultin’s company, Marketing
Ideas For Printers, solves that problem by providing printers with
easy-to-use websites that have the technology and sales-building
content to help them sell more printing.
Email Dave [email protected].
graphicartsmag.com