Back In The Day...

I can remember when MacIntosh computers were released in January of 1984, with 128K RAM of memory. It changed my life forever. When I opened Bartleby Press in 1986 it was a business in name only but that tiny screen computer revolutionized the print industry. I began by typesetting for a franchise print firm that used linotronic processing for their typesetting. For those of you under thirty it might as well as been as old as setting lead. The process for typesetting copy was either positive or negative. Positive is a photographic print that was then sent to a layout artist who cut and pasted (literally) copy in a format that was sent to a plate maker. The exposed press plates were made of paper and used on the press to create impressions. Consider the time and precision of labor needed to line up copy with a rule! With the MacIntosh typesetting was fast, accurate and inexpensive. I still employ an Eskofat camera for paper plates and will until it breaks and I cannot find replacement parts but the rubber cement, exacto knife and rules have all but disappeared in the art room. The art tables are reserved for piles of paper or a coffee stand.
I still have my Mac 512 and it works although I have not turned it on in years. It sits in the pressroom on a shelve in plain view. When I walk by the RipIt (computer to plate system), the digital press and the offset presses  I am astounded at our progress in the print world and the continued success of the printed word in the Internet age.
About the Author:
Thomas Miner is the founder of Bartleby Press, a printing firm.

Mapping a Message for Your Marketing Campaign

1. Do you know your Market?

Once you have defined your target audience your focus is and should be on customer pain points. Verifying and collecting that information is a difficult task that requires expertise and funding but for the small business you can begin by analyzing your own database. Knowing your current customer demographics is a good start: Their age range, male or female, education level, geographic location, what are their common pain points can you solve, as well as how they prefer to buy. This information will help you shape your marketing message.

2. Do you know where to find your market?
Find publications, clubs, associations, websites, conventions and other traditional networking events that serve the market. Evaluate your social media and connect/network much the same as you would in a room full of people.

3. Do you have a position statement?
Have a position statement that is succinct and to the point. Most important, be able to describe your business in short phrasing that rolls off you tongue without a second thought.

4. Do you have a call to action?
Solve a real problem. Meet a basic need. Repeat the benefits you provide for the price.

5. Define the offer in terms of benefits and assets.

Assets are what your service brings to the table or your product value. They refer to tangible aspects of your product like availability, delivery options, and your level of service.

Benefits are what your product or service offers that fulfill your customer’s needs. That which removes his pain point. They connect your product or service with value/emotion and the bottom line.

6. Do you have a system in place that will connect your marketing to sales?
Individual marketing pieces should be considered only a part of a larger plan that will lead your prospects to becoming customers. Begin by creating a plan so you know how all the pieces fit together to help your customer make the journey from prospect to paying customer. You may have to hire a 3^rd party that can be objective and hand you an executive brief outlining a plan of action.

Drive prospects from one marketing arena to another — from your traditional introductions to your social media network—e-mail newsletter to your website and your Facebook page, LinkedIn, Twitter and such. Weave your message and keep them engaged no matter where they interact with your company.

About the Author: Thomas Miner is the founder of Bartleby Press, a printing communication service.