Promote and Prosper —Morgan

• The “we-can-do-it-all” promotion. I was once a printing sales representative, so I know how tough it is to “get your foot in the door” with a prospective customer. It’s tempting to paint your services with the broadest of strokes, hoping that something will resonate with the prospect. Many printers’ marketing communications reflect this type of thinking. The problem is: Buyers overlook these printers because they can’t figure out how to peg them. Or, those printers are never top of mind because print buyers can’t recall what that printer actually produces.