Marketing Is What Differentiates Us —Michelson

It's always been troubling to me that, as an industry, we focus all of our efforts to help customers promote their businesses, but we fail when it comes to aggressively marketing our own products and services. Is it due to our manufacturing mentality whereby we're so enamored by quick machine makereadies, achieving the ultimate dot and applying fancy finishing techniques? We should focus on the various markets we serve, not the products and services we offer. That entails a stronger emphasis on external marketing: Targeted direct mail prospecting campaigns, updated Websites, educational seminars and newsletters, customer testimonials, as well as printed collateral that doesn't just highlight equipment lists.