Wednesday, January 21, 2009

Printers: What You Should do Next!

Read this book: Renewing the Print Industry. It's written by Dr Joe Webb. You can download it for free here, or buy the print version in black & white or in color.

To our Designer and Newspaper viewers:
The book is a fact based analysis of the Print industry. There's lots of stuff you will probably find useful. In any case, if you want to connect with each other and your local printer, assuming of course that he will answer the phone, it's a pretty good framework for a useful discussion. Maybe if you all get together you can figure out what kind of stuff your readers, customers and clients will willingly buy.
The free version is free, except you have to give MindfireInc your contact info. I did it, but no spam so far. It's only fair as they underwrote the costs of the report. It's a PDF, about 150 pages 8 1/2 by 11. It has graphs and charts in color. Print it out. Give it to your sales manager or the smartest person in your outfit. Tell them they have to read it and give you a summary of what your company should do. If you tell them they have to give a presentation at your next sales meeting, that will get their attention. In any case, there is at least a 40-60 chance that it will get them thinking.

Or if you don't have the time to download, print and/or talk to your sales manager. Go to, and buy the book for $50. It's less than you would have to pay for Dr. Webb to visit your outfit or for a special research report from WTT or the latest and greatest from any trade association that gets your dues. Have the book delivered to your home. Let it sit around for a couple of days until you have the time to scan it. While watching TV usually works pretty well.

Then next time you are in the office say,
"I just read this book over the weekend. Take a look and let me know what you think we can use. And by the way, I want you to give a presentation at our next sales meeting."
The "you" should be the smartest person in your outfit. It might even be your sales manager. More likely it will be a CSR, your receptionist or someone in Prep.

If you really want to get something done, tell everyone in the company that they are going to get a multiple choice test on the contents. Then set up Survey Monkey for the test. Then give the winner an iPod or an iPhone.

Or if you have about three hours to invest, you can read the PDF on the Internet. Or if you just can't make the time to read it or if you need some help figuring out how to apply what's in it. Get in touch with Dr. Joe. Maybe he can fit you into his speaking schedule.

Disclaimer: I get no comp on this. I'm just a blogger. I'm still trying to figure out what kind of stuff my viewers might buy.


  1. Dr. Joe is right on target with his book. He knows the printers market very well. He can call the shot exactly on the future of most Printers

  2. For a while I was considering coming out of retirement to sales training. After I read Dr Joe's book I thought the curriculum was done. All that was left was to chunk it up and post it on line.