Stand out – create your own category of one

A message that resonates with customers is a valuable investment  Companies promise a lot of things. How often have you heard messages like, “We have great service,” “You’ll get quality printing with us,” or “We’re number one at [blank].” Of course, no one wants to advertise that they rank number three at something, but at … Read more →

The next killer app is you

How to align you, the real person, with your virtual alter-ego Have you ever connected with a new friend online only to later discover that the online version of that person and the real-world, physical version of that person are, well, two very different people? That can be unnerving. If you’ve been following the last … Read more →

Trust closes the sale

Effective order forms are the key to building trust and selling online Trust is such an important part of selling printing online.  Creating trust is even part of the last step of the digital dialog we’ve been exploring together in the past few articles. Remember the definition of digital dialog: the online version of you … Read more →

Digital dialog: be heard and build trust

Using the right communication tools will help you gain customers’ trust Not too long ago I was discussing with a printer how he communicated with one of his customers. He told me that when he phoned this customer, his call almost always ended up in voicemail. However, if he really, really needed to get in … Read more →

How to build trust online and sell print

Digital conversations can be as effective as face-to-face encounters Here’s an approach you can use to sell more printing: Create a pad of printing order forms and leave the pad out on a table somewhere. Wait for someone to find it, fill out an order form, and send it to you. Who knows? Maybe today … Read more →