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Printed Full Color Company Newsletters

I wanted to get you thinking about something you might not have thought about lately and that is, what is the biggest source of potential sales for your business. It is so obvious that most people tend to overlook it.  One of the biggest potential sources of income for most businesses is from their existing customers. Why? They are already familiar with your product and service. Often it is a matter of finding ways to stay in front of them.

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You may have noticed that Wilson Printing does a lot of marketing.  We send emails, postcards, newsletters, phone calls, note cards and check mailers. And on top of that, calendars, folders, brochures and note pads…. Is it worth it? Yes it is. Many of our customers received 20 or 30 of our marketing pieces before they had a need or developed an interest. Is it expensive? Yes, it costs money. It is actually not that expensive when you consider the return on the investment. Many businesses today are on the hunt for cheap or free marketing and promotion. The cheap and free marketing is overused, ignored by customers and prospects and is generally not very effective. To get the return you want you have to go back to the basics, direct mail, face-to-face visits and phone calls to your customers. Use email, sure. Have a great looking web page, most certainly. But don’t depend on these things as your sole form of marketing and outreach.

Here is how to get more business from your customer. The idea is that your business is in front of them when they are ready to buy. Since it is impossible to time the market, the only option is to consistently be in front of your customers and prospects. To do this you need to create a budget and have a plan.

One of the most time-tested methods of staying in front of customers is newsletters. Newsletters printed in full, four colors are the most effective, but you can print in black & white too. It is best to send a newsletter out at least every other month and depending on your business, maybe every month.

Sending out a regular newsletter also forces you to keep your database up-to-date and current and to also actively put more people into the database.

Can you send your newsletter out via email? Of course, but keep in mind that email is the cheap and easy marketing and everybody is doing it. The result is that it is not as effective as hard, direct mail. You should not rely on it as the main method to get your newsletter out.

At Wilson Printing we offer a newsletter service that is turnkey for you. We plug in human-interest articles along with feature articles about your business and current specials. We can save you money on the direct mailing cost too. There is a technology to putting out a newsletter that informs but is still easy reading. Newsletters are not the only way to stay in front of your customers.

Some other ideas to help you stay in front of your customers are:

  • Brochures
  • Calendars
  • Note Pads
  • Thank You Notes
  • Care to Share Cards
  • Postcards
  • Check Mailers
  • Sales Letters
  • Pocket Folders
  • Tabbed File Presentation Folders
  • Care To Share Referral Cards

If you are looking for ways to increase your income, start by mining the gold that is in your client base. We can help you make it easy and profitable. We are just a phone call away. We have the marketing experience, the graphic designers and the equipment to save you money and help you make a great impression on your customers and prospects.

Mark Hale

CEO

Chiropractic Marketing – Market Your Practice as a Resource

ChiropractorPatients have many treatment choices available to them today. The types of treatments that are available among chiropractors are similar: adjustments, muscle testing, cold lasers and decompression therapy are just a few.

Some doctors are extremely talented and caring practitioners, while others are, well shall we say, “adjustmentally challenged”. You provide excellent care for your patients and as a result your patients get better. So how do you stand out from other doctors in your area? How can you communicate your level of care to the patient? What is the best way to get new patients? How can you recover old patients? All of these are questions you probably have been asking for years.

The answer to all of the above questions is one word – marketing. If you and your patient successes are not known, there is no perceived difference between you and your competition to the prospective patient.  A note here, your real competition is not other Chiropractors but is the guys who are peddling pills, potions and surgery, the MD’s.

While patients can likely find treatment options, products and services anywhere, it’s the relationship you form with them and your level of care that will keep them coming back to you. It is their belief in your ability to possibly make them well that gets them in your door.

Here are a few tips on how to become a “health” resource for your patients:

  • Publish a newsletter to educate patients about the successes your patients are having. Newsletters should be light, entertaining reading with the right amount of sales material. You can introduce new products, upcoming product releases, promotions and workshops. You can also offer health and nutritional tips. The only caution is to not use medical terminology that is not commonly known by your readers. The quickest way for you to put your reader into a mental coma is to start throwing around medical terms.
  • Offer hands-on health seminars, clinics, webinars, and podcasts to help educate patients so they look to you and your practice as a health solution provider.
  • Create a resource section on your website that includes a variety of articles, website links, white papers and other sources of information relevant to your patients needs.
  • Show pride in your community by becoming involved in local events and organizations. Not only does this allow you to form friendships with others, but it also increases your availability should someone have questions.
  • Become a guest writer or speaker for industry publications, events, radio shows and educational classes. Provide insightful information on not only your business, but also your industry as a whole.
  • Inquiring minds want to know more. Post a Q&A section on your website and use patient feedback via conversations, surveys, comment cards, etc. as inspiration for topics reviewed.
  • Use patient success stories and testimonials as mailers. You have to get the word out about your successes. The purpose of Public Relations is making good works well known. If the PR aspect of your practice is not applied, you will find it difficult to get results with your advertising.

Most Chiropractic practices have three areas to generate income from:

New patients – You have to be consistent and regular with your promotion. If you are out of sight, you are out of mind and will not get the patients when they need care. 65% – 70% of your marketing money should be to get new patients.

Existing patients – These are the people you are seeing regularly. You need to stay in front of them. Newsletters usually work best for this. Happy patients are your single biggest source of potential patient referrals. They are usually happy and more than willing to tell their friends and family about you. Do you have a program in place where you are asking for patient referrals? We offer turnkey referral programs complete with tools and scripts to help you get this in, in your practice.

Old patients – These are patients who have, for one reason or another, stopped coming to you for care. Maybe they moved, died, something changed in their lives and they stopped coming or they got better from your care. There are ways for you to re-activate old patients, which include personal letters and phone calls. If you employ a PR or marketing person in your practice, part of their time should be spent calling and writing patients. This would include calling old, inactive patients. Direct mail can be very effective in reactivating patients. I’m not talking about just a postcard, but a special kind of mailer. We developed such a program to help you reactivate patients.

If you would like more information on the above program, please give us a call or send me an email with the best time to get in touch with you.

Mark Hale

CEO

 

How to Save 50% to 75% on Direct Mail Postage Costs

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Every Door Direct Mail – can save you thousands of dollars on postage costs!

Every Door Direct Mail is a program created by the United States Post Office, USPS, that allows businesses to reach every customer in their local neighborhood(s) without having the addresses. You can mail a postcard to every address on a carrier route. The cards are not personalized with the recipient’s name but what it means for you is big savings on postage rates. Direct mail still commands strong response and you will benefit by the ability to reach thousands of potential prospects for a few cents.

The following facts will help you decide if the USPS Every Door Direct Mail program is right for your business:

How much does it cost?

The main benefit to Every Door Direct Mail is that the postage cost starts at .16 cents per piece as compared to .27 cents for standard bulk mail. The rate is so low for a couple of reasons. One, it goes to everyone on a carrier route, no need for sorting or machining. Second, you do all the work for the post office by bundling in bundles of 50 pieces each.

You still need to have the piece printed but postage is/was the biggest cost on direct mailing. For the cost to print and mail 5,000 pieces you can now mail 10,000 pieces. More reach means more response and more sales.

How long does it take to print and mail?

The turnaround really depends on you. If you have artwork ready to print you can get an EDD piece printed and mailed in about five business days. If you need graphic design allow time for design and proofing.

How do I choose which areas?

The United States Postal Service has a “point & click” online tool you can use to find out how many addresses are in the areas you want to mail. Start using the tool now. You simply pick the carrier routes you want to mail to and the website will show  you how many addresses are on the route.

Does my Every Door Direct Postcard have to mail deliver to every home, apartment, business, and PO Box?

With Every Door Direct Mail, your mailing delivers to every mailbox along the chosen routes – delivered by USPS Letter Carriers. You MUST deliver to all residential addresses, however, you may opt out of including businesses and/or PO Boxes at no additional cost.

What size does my mail offer need to be?

The Every Door Direct program requires you to mail commercial flats. A commercial flat must be more than 6.125″ tall OR longer than 11.5″ wide. The largest size the mail piece can be is 12″ x 15″ to qualify. The mailers must also be equal to or greater than 0.07″ thick. This larger jumbo size postcard really gets noticed in the mailbox.

What are the response rates?

Response rates very depending on the offer, call to action and eight other elements of an effective post card. Click here to discover the 10 points needed to make any advertisement effective. The best way is to calculate a return on investment for your mail program. Since most business people want qualified leads and do not want to waste a lot of time with non-productive leads, a return on investment figure makes more sense to track results from a direct mail program.

We can help you increase your businesses sales and save money on postage. We make it easy by handling everything from design and printing to mailing.

Mark Hale

CEO

Increasing Personal Productivity

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Increasing personal productivity is a hot button topic these days. The competitive challenges of business mandate that we get better and more efficient at our jobs. Staffing and general budgets have been slashed which means that we are being asked to do more with less resources. The only people who have real job security today are the top producers. Top producers (by definition) get a lot done in less time than average producers do.

Technology has made it possible for us to handle more tasks quickly, but unfortunately technology is a double edge sword. One edge helps us to do more and be more competitive. The back edge of technology is that there are more opportunities for distractions that impede production. Distractions make it difficult for people to stay focused and complete tasks.

Below is a quick list of things you can do to increase your personal production.

The #1 killer of production is distractions. A recent study showed that when a person is focused on an activity and gets distracted, it takes, on average, about 20 minutes to get fully focused again.

What kind of distractions am I talking about? To name a few:

  • Day dreaming
  • E-mail
  • Television
  • Radio
  • Unplanned or uncontrolled phone calls
  • Text messages
  • Instant messages
  • Chit-chatting to others or listening to others’ conversations
  • Web surfing

The above are just a few examples of distractions that can pull you off task and contribute to loss of production.

Have you caught yourself flipping back and forth between your work, your e-mail, the web, instant messages, text messages and taking phone calls? How much do you really get done when you do this?

Do you find that the hours go by and you look at what you accomplished that day and not much has gotten done? Does it seem that you have more fires burning on your desk than 6 hours ago?

In order to maintain high productivity, you HAVE to “get in the zone.” The “zone” is a mental state where you are so focused on what you’re doing that nothing else exists but the work in front of you. You have 100% of your attention on that activity. When you allow yourself to be constantly distracted, you will NEVER get in the zone and your productivity will suffer severely. And make no mistake, if you do not control distractions, they will control you.

The following are a couple tips and action items you can employ to start eliminating distractions right away:

  • Schedule times to check your e-mail.  Many people start checking e-mail first thing in the morning and leave it open all day, hopping over as soon as a message hits their inbox. Doing so breaks concentration on the task at hand.
  • Uncontrolled and unplanned traffic is the major cause of distractions. Your e-mail “habits” present an opportunity for you to allow distractions into your day. Instead of randomly checking e-mail, it’s much better to schedule times during the day to handle e-mail instead of getting distracted by every single e-mail.
  • What time of the day you check your e-mail depends on your business and what you do. The only rule is that you keep your discipline in and schedule a couple times a day when you check and answer e-mails, the rest of the time the e-mail program is closed.
  • Close all Web browsers (unless you need to use the Web for your work, in which case you close all other unnecessary browsers).
  • Put your cell phone on vibrate. Cell phones are a wonderful tool but they present the opportunity to introduce unplanned and sometimes unnecessary traffic into your day. I used to have an old boss that would answer his cell phone every time it rang, it did not matter if he was mid conversation or in a meeting or not, he answered. Doing this was a distraction for himself and wasted the time of whoever he was meeting with, not to mention being rude.
  • In your office, if you have a lot of walk-in traffic from co-workers or employees, put a “Do Not Disturb” sign up on your door when you are working.
  • Log off any instant messaging services. This distraction is so obvious I don’t need to say more.
  • Complete tasks you are doing and move on to the next task. Forget about multi-tasking. Multi- tasking is a cliché that represents a person who is overworked and buried in incomplete tasks. Multi-tasking increases stress levels and makes you feel mentally dispersed and “on the edge.”
  • There is a simple principle you need to operate with: Focus on what you’re doing when you’re doing it, while you’re doing it, with full attention and intention. You will find that the number of incomplete tasks you have will reduce dramatically and you will have more time and energy.
  • Eliminate the term “multi-tasking” from your vocabulary and your workday. Understand that when you try to do five things at once it’s not only going to make everything take longer, but make you more distracted and stressed out.
  • Work on one project at a time. If for some reason you cannot complete that project, do as much as you can, then put it in a file and get it off your desk and move on to the next project. But don’t have five projects open on your desk and working at the same time.
  • If you are an executive and wear several “hats” in your company, work on one hat at a time and schedule time in your day when you will work on specific hats. Finally, take care of your body. When you let your body get run down you are mentally more dispersed and fatigue becomes a problem. When your body has no energy because of poor (or no) food, it affects you mentally, that in turn affects your productivity. Be well fed and rested and exercise your body. The above list may seem unrealistic for you to do all at once. Implement removing distractions in gradients. Take an area that is causing you the most distractions, correct it and keep it in until it is a habit, then move on to the next area.

Mark Hale

CEO

 

Internet vs. Direct Mail, What Will Generate Better Leads

With more than 200 million houses in the United States connected to the Internet, many business owners have shifted their marketing budgets toward digital channels. You may be one of them.

So with this shift in marketing strategy, how is it working? For some businesses it is working fine for others not so much. While businesses may be able to reach a broader audience over the web, they are finding that they are not getting the same quality of leads from the Internet. By quality I mean interested prospects, not tire kickers or price shoppers.

Increase Direct Mail Response Rates By 40%, Find Out More!

In today’s market, which is a better way to generate leads for your business? Should you buy Internet ads? Or, would it be better to buy postcards or some other form of direct mail?

With millions of potential customers browsing the web, business owners can potentially generate thousands of leads per month. However, a majority of those leads don’t convert to sales. Online ads are often a passive shopping experience, and even if a customer clicks an ad, they only spend a few minutes or seconds with the ad on average. People are resistant to giving personal information out via the Internet, so seldom can you capture the identity of the person who clicked on your online ad. This means you pay for the click and have no way to follow up later.

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The fact is that most people use the Internet to shop or research. Shopping does not equate to buying, for most ads people click on. The most valuable thing to a business is capturing the identity of the interested prospect. The idea is you want to do a drip marketing campaign to them. The fact is with most products or services people shop, research or look around for several weeks or months before buying. The larger the ticket of the item the longer they shop. The other rule is people tend to buy from companies they are familiar with. The more often they see an ad or hear about your business the more they are familiar with you. The more comfortable they are with you. The more likely they are to buy from you. This is why it is important for you to capture the identities of interested prospects and conduct drip marketing to them.

The other liability in using Internet marketing as a sole method of promotion is that it is a little like being a gunslinger in the old west. No matter how fast on the draw (low on the price) you are, there is always someone who is faster (selling cheaper than you).

With direct mail, a customer has to take specific action to respond to a postcard or brochure thereby increasing their involvement. This extra effort expended on their side means they are less likely to be a tire kicker and they’ll be more likely to convert to a sale. It also means you can capture the identity of interested prospects more easily. When using direct mail there is also a less likelyhood that your competition will be in the mailbox with you.

Letters can often create a personal connection with your target customer. Internet ads are intangible and often do not illicit any interaction from the customer. However, physical letters are tangible, giving the customer “the undeniable perception that you put more time and thought into your message.”

Analyzing why certain offers worked and why others didn’t will allow you to craft a more effective message. Companies can often achieve radically different results by altering different variables, like the promotional offers or language used in the marketing copy.

Wilson Printing can help you design a direct mail piece that will capture attention and generate a response. We always have specials going on for direct mail programs so you can save money too.

I am not saying that Internet marketing is a bad thing. By all means you should use email and other forms of Internet marketing. What I am saying is that the rest of the marketing world seems to be zigging right now toward the Internet. Maybe you should consider zagging.

The only real question is can you make more sales by following the pack or by leading and taking an old established road that presently has less traffic. People go to the mailbox everyday to get their mail. There are no spam filters at the mailbox, no pop up ads from your competitor. You can’t catch a virus from your mailbox. It is just you and your prospect.

You can also use direct mail and the Internet to create more sales by using landing pages or PURL’s (personal URL’s). Direct mail in the form of lead letters, postcards and self-mailers are very effective. Sure direct mail is not glitzy or glamorous like the Internet, but it works and that is what you want, right?

If you would like more information please give me a call at 727-536-4173.

Mark Hale

CEO

How to Avoid The Ten Common Errors That Can Ruin Brochures

Full color brochures are an important marketing tool for most businesses, but common errors can render the brochure useless. To be successful, a brochure needs to be produced with a precise objective and a target reader in mind. It’s best to create the least elaborate brochure likely to achieve its objectives.Slide10

Deciding on your purpose, brochures fall into two broad categories — those that introduce a new product or service to a likely customer and those that turn an already interested customer into a buyer.

Find Out How You Can Create A Custom Brochure For Your Business, Click Here.

The 10 Errors That Ruin Your Brochure are:

1. Being overly concerned with the looks, but forgetting your sales objective.

2. Giving the printer poor artwork, but expecting excellent results.

3. Forgetting to include a call to action, telling the reader what you want them to do.

4. Omitting (or hiding) prices if they are critical to the reader’s decision-making.

5. Printing too many brochures with details that go out of date quickly.

6. Giving insufficient thought to how the brochure should best be distributed.

7. Using text on the brochure that is too small to read easily.

8. Including poor-quality or inappropriate illustrations.

9. Allowing a fussy or complex design to distract from the key selling message.

10. Forgetting to monitor the response (as with any other type of advertising).

Using Color – The advent of digital printing and advancements in offset printing makes it very affordable to create a full color brochure for your business.

Request Free Brochure Samples, Click Here.

Because four-color printing is so inexpensive does not mean you should automatically print your brochure in full color. If your brochure is mostly text with a few photos it might make sense to print black & white, which will save you money. Using two or even three colors is an alternative to full color and can be quite effective, especially if part of the brochure is printed in a screened color that lightens the tone. This can give the effect of another color.

A brochure with lots of photos and graphics most definitely will look better printed in full color. Another reason for using full color may be to compete head-on with a rival’s color brochure.

A limited use of color can look more sophisticated than bold colors. You might also consider using full color in only part of a brochure, or you might try using colored paper — although that is quite tricky to do well.

If you would like to get an estimate on the cost of designing and printing a brochure for your company call us a 727-536-4173.

Mark Hale

CEO

 

How To Use Newsletters To Market Your Business

Slide4In today’s Information Age people are often overwhelmed with advertising and marketing. They tend to block out most of what they see and hear. The question becomes how can you capture the attention of prospects and customers in order to generate interest in your business?

One solution is newsletter marketing. Newsletter marketing is a great way to create top of mind awareness, communicate news and information about new products and services and stay in touch with your customers and prospects on a regular basis. Here are a few tips on how to create a successful newsletter:

  • Use a consistent, well-designed template with a nameplate that is easily recognized, issue after issue.
  • Include articles to inform and educate, including helpful tips about your products and services. TIP: As tempting as it is, avoid putting too much product information. It is best to balance product information with what I call fluff. Fluff is interesting tidbits and other non-product related information, basically bubble gum for the eyes. If you put too much product information the newsletter will become too heavy reading and readers will not read. Remember they already are overwhelmed with things they have to read.
  • Keep product information short and sweet. Use short stories, bulleted information, lists and other forms of concise information. If necessary, include a link to additional information in case the reader is interested in learning more.
  • Include relevant graphics, such as charts, cartoons, illustrations and sidebars, as well as your logo to personalize and create name recognition.
  • You can mail newsletters as a direct mail piece, hand them out at trade shows or on sales calls, provide them at your front counter for prospects and customers, include them in informational kits and post current and archived issues on your web site with a link to subscribe.Slide1

HOW TO GET A NEWSLETTER DONE

If you are like most people, putting together a newsletter can almost be unconfrontable. Where do I start? How do I design it? When will you have the time? All of these questions tend to slow or stop any progress one may have on getting a newsletter done. We can help you get a newsletter done but we do need you to help.

Below is a list of things to do to get a newsletter produced:

  1. Plan in advance. Are you going to mail quarterly or monthly?
  2. Create a spreadsheet broken up into small confrontable chunks. Set a deadline for yourself when you will have main article written.
  3. When will you have your article written and sent to Wilson Printing’s graphic designer.
  4. What will the theme be?
  5. Based on the season what product or service should you promote? Not only will this help you save time, it will ensure your newsletters are delivered on a timely basis.
  6. Always include a call to action to request more information, place an order, or stop by to redeem a coupon or learn more about a product offer.
  7. Tell readers you value their feedback in any form. Consider creating a link to a short survey for customer ease.
  8. Call Wilson Printing and commit to a regular newsletter schedule. We can make it easy. Repetition is necessary to get people thinking about a company’s products or services, so regular readers are far more likely to become regular customers.

Newsletters are effective in building customer loyalty and generating business. Depending on your industry it may become the single most effective tool you have in your marketing arsenal.

Mark Hale

CEO

How To Save Money On Printing Costs

How To Save Time & Money On Your Next Printing Project

Having things printed can be costly. We understand. Part of our job is helping our customers save time and money. Here are a few easy ways to save time and money when you print your next project:

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  • Plan in advance. A customer waiting until the very last moment to order materials causes one of the biggest expenses we see.They have a trade show on Friday and come to us on Tuesday. The result is that the job costs more because of the tight deadline, because press schedules have to be changed and ordering paper and supplies on short notice results in rush charges that are passed on to the customer. Advance planning can save on rush charges.
  • Use standard paper sizes. Professional graphic designers tend to violate this rule the most. They want the piece they design to be unique and different. Most of the time unique and inexpensive do not mix. These designers do an excellent job with designing the piece but because they don’t understand printing techniques the piece ends up costing a lot more than needed. While projects can easily be completed in non-standard sizes and shapes, they often require extra time and materials to complete the job. They tend to take more paper to produce. To save time, design for standard paper sizes and create layouts that don’t require time-consuming cutting to create the finished size or shape. This also helps the environment since there will be less waste. Standard sizes for flat sheets of paper are 11 x 17, 8.5 x 11 or 5.5 x 8.5. If you have a question about what is a standard size, call us we can help.
  • Use standard ink colors. Ordering special inks can often add time required to complete a job and can often be very costly. The least expensive choices are one color, two color or four color CMYK. Five and six color jobs often times cost 30%-40% more than standard one, two or four-color printing.
  • Run larger orders. Ordering larger quantities will often save you money. If you know your company will need 10,000 forms over the year, print them all at once instead of every other month. A large portion of printing costs lies in set up charges. Once the job is set up, it does not take that much more time and paper to run 10,000 than it does to run 2500. If you have signed up for our VIP Client Program, we will store materials for you and deliver as needed.
  • Use standard file formats, since not everyone uses the same software or same versions. When in doubt, give us a call to confirm the file formats and platforms we support.
  • Include all graphics and fonts, since missing files can often cause printing delays. If we have to fix your file, this could result in extra charges to make it print ready.
  • If you use photos and other graphics in your design, make sure they are high resolution. High resolution is defined as 300 DPI (DPI stands for Dots Per Inch). You usually cannot lift a piece of art off a web page and use it for printing. Art used for Internet is always low resolution, 70 DPI. If we use 70 DPI art for printing, the finished piece will look fuzzy and not sharp. When we have to find high-resolution art, it will cause delays in getting your project printed and could result in extra art and design charges. If you have a question about whether a piece of art is print useable, send it to us and we will tell you if it is suitable for printing.
  • Avoid last minute changes by having another set of eyes proof your layout (including spelling, fonts, and graphics) prior to submitting a print job and during subsequent proofing stages.
  • Make sure when proofing you proofread carefully. Do not assume someone will catch a mistake. As they say, the devil is in the details. The most common errors are numbers getting transposed in the phone numbers or addresses. Be sure you triple check these. Once you approve the proof you are saying you have checked the proof thoroughly and you are taking responsibility for it being correct. If something is incorrect, it is your responsibility. Reprinting is wasteful and costly.
  • Communicate your need for speed when you place your order, and ask what is needed and when it is needed to help meet your deadline.
  • Stop printer hopping. You may feel you are getting the best prices by shopping around and getting bids. This is true to a certain extent. But, developing a good working relationship with a printer you can trust and return to again and again will save youand your company time and money. Once a relationship is built and the line grooved in it is easier on you. Your printer knows what you expect and how you want to be serviced.

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Having a relationship with a printer will save you a lot of time and headaches having to baby-sit and explain what you need and how you need it. Sometimes the few dollars you save by shopping around are eaten up quickly with you wasting time on frustration.

Existing, regular customers also receive higher priority when it comes to allocation of time and resources. Wilson Printing has a VIP client program that gives participating clients special service, treatment and pricing.

As with any project you’re working on, it’s wise to be realistic and prepare your materials in advance. Know what quantities you need and consider ink colors, papers, mailing requirements (if necessary), deadlines and your budget before getting started. If you aren’t sure where to start, give us a call. We’d be happy to help you get your next print project off to a great start!

We realize that your business is not guaranteed, that we earn it each and every time we do work for you. We appreciate your business at Wilson Printing.

Anything we can do to save you time and money and make your life easier we will do!

Mark Hale

CEO

 

How To Grow Your Business During A Tough Economy

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Marketing and promotion are more important than ever to grow your business. Two things about marketing and promotion. Now more than ever you have to do it. Your competition may have cut back their marketing and promotion, but now is the time to increase your promotion. Your prospects have not seen ads, received postcards or seen other forms of advertising from your competition for several months. What does this mean to you? How can you take advantage of this situation to increase your sales and grow your business?

No matter how slow things are people are buying what you sell. Unwise companies jump immediately to marketing and sales items when cutting expenses. Get smarter in your marketing. Look to direct forms of advertising that allow you to target directly the customers you want. Direct mail is such a medium, allowing you to target and track. Many people shy away from direct mail because of postage costs and because they do not know how to use it. Postcards are inexpensive, particularly small 4 x 6 postcards. By using a company like Wilson Printing we can get your postage cost down to 21 – 27 cents per postcard.

Depending on your target customer, other forms of direct mail like sales letters may generate better response. If you are going after a professional market or a market that has mail screeners, lead letters will work best for you. We have a specialist on staff who can help you write a sales letter that will generate response.

Full-color brochures can double as a self-mailer – this saves you money and gives you flexibility. Brochures to be effective for direct mail have to be designed so that they flow naturally creating interest. Full-color brochures attract attention and can be used to give customers more information or passed out at trade shows.

When marketing expenditures are increased during difficult times it helps you to power through the cycle. A mistake that many businesses make is that they cut marketing and sales efforts and fail to cut less important activities and expenditures. Marketing and promotion are vital activities. It is the only way to actively increase your sales.

Most importantly don’t sit back and do nothing. Certainly you have to look at your expenses and see what can be trimmed without negatively impacting the business. If you don’t have a sound strategic marketing plan in place, get one in place immediately and begin executing it.  If you have unproductive people, get them productive or replace them if they can’t get productive. If you can raise prices even slightly without impacting demand for your product, do so to enhance margins. If you have to decrease prices due to reduced demand, do so very carefully and don’t lower them more than necessary. Shop around for better pricing on things you buy. Look at your processes. Can they be improved and made more efficient?  Do you have managers or supervisors who are ineffective? Get them some help or replace them. Is your customer service lacking? Work hard to improve it. Now is a good time to survey your customers to find out what else they may need and want.

Don’t exacerbate the impact of the economy by making bad decisions out of fear or panic. At the same time, don’t ignore the economy and what your business can do to withstand a downturn. The good news is that most businesses can survive a tough economy with appropriate action and decision-making.

Mark Hale

CEO

How to Get More Patient Referrals

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You want to take your practice to the next level of growth, there is one thing you need to implement – if you have not done so already – a patient referral program.

One of the most fertile grounds for increasing your practice’s business is through patient referrals. The theory is that you provide excellent care for your patients and they are very likely to refer you to a friend or family member. There are some things you can do to speed up the patient referrals for you practice.

The program starts with a “Care Enough to Share Card“. The card allows you to write your patient’s appointment on one side and the other side has a perforated tear off that the patient can give to a friend.

Click Here for Pricing on Care To Share Cards

Now, having the cards by themselves is not enough. Your receptionist or assistant has to be drilled on how to present the cards to the patient so they know what it is and what to do with it. C2SBC4

For the best results, have patient rewards for referrals going on which gives your patient a reward for referring someone to your practice. Make a big deal out of the patient who sent you the most referrals.

Where the program can fail:

  • Your receptionist fails to tell your patient what the card is and how to use it.
  • You provide such poor care that your patient would not refer you to their dead uncle.

Having said the above, the Care to Share referral program works. It is the least expensive form of marketing you can do for your practice. Every patient you treat has the potential to send you two to three referrals a year.

Do the math, how many patients did you see last month? What if half of your patients referred someone to you? You would have a 30% -50% increase in patient visits and business – just for the cost of one box of business cards.

If you would like more information on our “Care Enough to Share” appointment/referral cards please give me call.

Mark Hale

CEO

How to Get More Return From Your Trade Show Investment

Many businesses use trade shows to market their businesses. Trade shows are a great way to generate interest and sales. There are some things you can do to maximize your trade show investment in time and money. Below are strategies with ideas to help you get the most out of a trade show.

As you prepare for your next upcoming trade show, don’t forget the benefits of direct mail. Not only can a direct mail promotion such as a pre-show mailer increase traffic to target prospects, but it can also generate sales leads, fill conference rooms and create awareness of an event and your participation in it.

Need Help With Your Next Home Show or Trade Show? Click Here!

A simple yet effective way to spice up your pre-show mailer is to include a carry card. When included with your pre-show mailing, a carry card is a printed post card that your prospects carry with them and present at your booth to receive an exclusive offer, such as a small gift or entry in a sweepstakes or drawing. For example, your card could say, “Bring this card to ABC Booth #345 for a free sleeve of Titleist golf balls” or “Bring this card to ABC Booth #345 to enter to win a free iPad!”

Since the prospect will carry your card to the show, it is a great opportunity to reinforce your brand image and marketing message. Don’t forget to include your booth number/location and space for the recipient to enter his/her contact information. This is also a great time to ask the prospect’s preferred method of communication (email, phone, etc.).

Let Us Help Your With Your Next Home Show or Trade Show!

Design options for carry cards are endless. They can vary from a simple supplemental insert in a mailing or a perforated tear-away option on a folded postcard, self-mailer or brochure. If you’d like help creating a direct mail promotion that will help fill your booth with prospects, we can help you with this with turn key programs from design, print to mail. Give us a call for more information!

HOW FOLLOW UP CAN MAKE OR BREAK YOUR TRADE SHOW RETURNS

While a lot of planning goes into the preparation for a trade show, few companies spend as much effort during the critical follow-up period after the show is over. It becomes easy to overlook follow-up activities after returning to work and finding a full inbox of e-mails, voicemails and other deadlines to catch up on. Others assume that prospects will call them because they gave them their business card or brochure. Overall trade show success requires immediate follow-up on leads generated from the show floor.

Here are a few tips to improve your follow-up strategy:

  • Follow-up should begin before the show ends by taking detailed notes on each prospect you meet and rating them (such as hot, cold, etc.).
  • Prioritize your follow-up plan, starting with the most serious prospects.
  • While you should wait a day or so for attendees to get settled back into their offices, you want to follow-up quickly while your conversations are fresh in their memory.
  • In addition to calling every prospect you got from the trade show, a “Thank You” note card should be mailed along with your business card. It is also a good idea to include some sort of coupon to entice them to call you. An old fashioned, hand-written note via snail mail that addresses specific interests or needs the customer mentioned while visiting your booth can have more of an impact than almost any other marketing you do. Why? Because most people don’t do it anymore so you stand out!
  • Send special gifts to qualified leads that will remind your prospects about your company, such as a flash drive, flashlight or envelope opener. Avoid cheap token items such as pens as they are given out in abundance at the show.
  • Email all other booth attendees who provided email contact information (regardless if they were a cold prospect) and tell them you will be in contact in the next few weeks, unless they need to reach you sooner. Whether or not they are already in the buying cycle, you can create top of mind awareness for your business.
  • Design and print follow-up postcards, as well as a bulk follow-up email messaging prior to the trade show to save valuable time. When you return, you can easily personalize the email message and send it out.
  • Don’t assume prospects will contact you for more information, since they likely saw your competitors as well and are waiting to see who can earn their business. So to recap the above, if you want to get the most out of your trade show experience, your pre and post trade show plan would look like the following.

PRE-SHOW, The set up for increasing booth traffic.

  • Mail a postcard with your booth number & offer them some sort of incentive to stop by.
  • Collect as many identities (contact names) and get as much information as you can from talking to them as to what they need.
  • POST-SHOW, follow up, the key to maximizing your return on investment.
  • Prioritize prospects, best to worst.
  • Send everyone an email thanking each for stopping by your booth. Let them know someone will follow up with them.
  • Mail everyone a thank you card with a coupon special offer via “snail mail”.
  • Start with best prospects and start calling leads from show via phone.
  • Enter all names you got from trade show in your database along with notes you have for them from the show.

I know the above seems like a lot to do but if you made the investment in buying a booth, setting up and working the booth you might as well get everything you can from it. Most people only work hot prospects from a show and neglect everyone else. They sell to the “low lying fruit” but miss everything else.

I hope this helps you. We have good prices on postcards, thank you notes, brochures, posters and other printed materials you will need to make the most from the trade shows you do. If we can help you please give us a call at 727-536-4173.

Mark Hale

CEO

How to Get Better Results in Advertising

bigstock_Business_Man_427842If you are like most business people today you are constantly looking for better, cheaper ways to advertise and market your business. Before you select a medium to advertise you should first understand the reasons why advertising can fail.

There are three basic reasons why advertising and marketing programs fail:

1. An underestimation of the amount of effort it will take to get a return.

The fact of life today is we live in an over advertised society. One wakes up on their Serta “Perfect Sleeper” mattress to their GE “We bring good things to life” alarm clock, drives to the “Golden Arches” for breakfast in their “The American Revolution” Chevrolet. By the time people have gotten to work they have driven past hundreds of signs, billboards and bumper stickers. They are exposed to many, many commercials on the radio and TV. At work their computers have become an intrusive barrage of advertisements.

The last research done on the subject showed that the average American is exposed to 1800 advertising messages – a day! People are over exposed, over worked, stressed and short on time.

The net effect of all the above is that people tune out most of what they see and hear, especially since most of the advertising they are exposed to is poorly messaged and poorly designed.

What does this mean to you? It means if you want results from your advertising, you hone your message, you target your prospects and you advertise that honed message to the targeted prospects until the proverbial fat lady sings or the cows come home!

An average person needs to see your message at least three times before they take notice, six times before they remember it and ten – fifteen times before they buy something from you. This is called frequency. Frequency is affected by the need at the time of exposure to your message. In others words, if a person is in the market and looking for your product when they are exposed to your advertisement, they are more likely to call you.

But, there is no way of telling how many people will be in the market (need) for your product at any given time. If you are making advertising decisions based on a time of “projected need” for your product, it is a bit of a crapshoot.

If you advertise with consistency and regularity as your mind set you are setting yourself up to win big in the advertising and marketing game. You will find that you get more results the 4th, 5th or 6th time you advertise a database of prospects. This is so because people are constantly moving in and out of the buying zone. The rule of thumb is that the bigger the ticket-item the longer people shop. Which means you need to reach them early, regularly and often. The smaller the ticket-item the more often and regularly people move in and out of the buying zone. Which means you need to reach them regularly and often.

2. Incorrectly designed message.

Why do people buy? Do they buy for your reasons? Or, do they buy for their own reasons? The answer is they buy for their own reasons also known as benefits. If your advertising is designed based on the benefits of your product or service to the customer you will see a 10 fold increase in your response. Benefits are also known as buttons. Because a benefit is used as a button to get a prospect interested.

The best way to find a customer’s button/benefit for a product is to ask them. Do a survey. You may think you know what it is and you may be right. But you are going to spend a lot of money advertising, wouldn’t it be better to know for sure?

The marketing arm of Wilson Printing can help you come up with survey questions to ask your customers. Once you know the buttons it is a matter of using specific design strategies so the message is remembered and the prospect responds. Our graphic design department can help you with that.

3. Wrongly targeted public.

You have to know who your customers are so you can identify who will be your best prospects. The important thing to remember about getting more results from your advertising and marketing is reach and frequency. You have to know whom you need to reach and how many times you will need to reach them (frequency) to get results.

The amount of response you will get is governed by a how well your ad communicates a targeted message. If your message is basically, ” we are open, send us your money, we really need it,” and you promote that a lot – you will waste a lot of money. But having said that, a poor message communicated often will get better results than a well-designed message communicated infrequently and sporadically. Frequency is that important to results.

The main point I am trying to impress on you is – do not underestimate the amount of effort it takes to get a buying customer into your business today. The quantity of people you advertise to should be determined by budget. It is better to advertise more often to a smaller group of prospects than once or twice to a large group.

The rules of thumb are:

  • It is always better to be a big fish in a small pond than a little fish in a big pond. Frequency makes you the big fish. Select the right size pond for the amount of marketing money you have.
  • When fish’n Grandpa always used to say “use the right bait for the fish you want” (a.k.a. – buttons). The right bait depends on the fish.

Wilson Printing can help you with your message to get better results in advertising your business and we offer several cost effective means to get that message out.

Mark Hale

CEO

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