Are You Struggling To Get More Qualified Leads?

"I need more print customers." I hear this over and over again from all of you, so I thought I’d spend more time in my newsletters giving you marketing idea, as well as, print and business tips.

Here is an effective way to bring the right kind of customers to you instead of you trying to beat their doors down.

You can create an online interactive survey as a lead magnet. There are numerous online survey applications to choose from, Jotform, Surveymonkey, Esurveycreator, Fastfeildforms to name a few.

The survey should be coupled with an effective subject line so you can share the subject line and link to the survey in your social posts.

I suggest that you use a human trigger in your subject line and in this case, I would try to use a pain point to grab people’s attention. Pain points are things like the fear of missing out, the fear of humiliation, the fear of being excluded, the fear of others taking advantage of you. Not all human triggers are based on pain points, like curiosity, desire to belonging, being first, anticipation, and others. (This subject is covered extensively in marketing literature if you want to know more about human triggers), but for this blog post, let’s use the fear of being taken advantage of.

Here is where you introduce the pain point

The subject line could be…

Are you getting ripped off on your printing?

If you can’t answer at least 4 of these questions you probably are.

You could say … paying too much… if ripped off is too harsh for you.

I would limit this survey to around 6 questions.

Here is a list of possible questions or use your own.

What’s the difference between straight and reverse NCR paper?
Under what conditions would you use reverse NCR?
What are the environmental conditions that can render a label useless?
What is the difference between a “dull” and an “uncoated” sheet?
Which of the above sheets will generally cost less?
Which of the above sheets will produce the better printed image?
What’s the difference between digital and offset printing.
If you’re printing 10,000 fliers which is less expensive digital or offset.
What is CMYK?
What is RGB?
What is a PMS color?
Which file type is best for offset printing? .ai .psd .pub .doc .xls .pdf .indd

In the survey you can structure your questions as open ended questions, multiple choice or short answer, and you can provide immediate feedback.

Once the client has finished the questionnaire, if their answers indicate they need help provide some relief like this. After all you introduced the pain, now they need a solution. The relief goes something like this.

Relief from the pain of thinking that others are taking advantage of them

There’s no shame in not knowing everything about everything!

You’re probably an expert in your own business.

But don’t you hire a mechanic to work on your car,
a real estate agent to sell your home,
an IT specialist to setup your computer network,
and you’re smart enough to hire a financial advisor for help with your investments,
so why wouldn’t you hire an expert in a field as technical as printing?

Your current print resource may not be intentionally trying to rip you off, but your lack of technical knowledge will result in poor preparation, repeated steps, unreasonable deadlines, poor communication, potential redos and other costly concerns. They have no choice but to charge you for all the extra time and aggravation.

Here is the solution to avoid the pain in the future

The easiest solution for this lack of technical knowledge is to hire a print broker. A print broker, like a real estate agent, knows the market, has command of the language, knows what kind of expertise is needed for every type of job, and where to find those resource. They have existing relationships with vendors and speak the language of the trade, and just like a real estate agent they will represent you, as your advocate, through the whole process.

Print Brokers save you time and money and will give you peace-of-mind knowing that every detail of each project is being professionally managed. Print prices fluctuate based on market conditions so brokers shop for the best possible solution at the best price. Hiring a print broker is like having a print procurement specialist on staff, without the salary or HR headaches.

Here is the CTA, the Call to Action.

To learn more about the technical aspects of printing and to stop getting “ripped off" sign up for my free newsletter (provide a link) or send me an email (provide your email address).

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If you want to implement this pain and relief survey strategy and you need the answers to the questions in the quiz, send me an email and ask for the answers. Peggy@BecomeAPrintBroker.com

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