Necessary Evil to Clutter Knife

At one time every business had a commercial printer -- just like most businesses today have an Internet Service Provider. This has changed. Cheques, envelopes, letterhead and for some people, business cards and brochures, all gone.

So how do we printers survive? Or even grow? We are no longer printers but purveyors of effective marketing communications.

Our modern virtual world is dominated by the visual. Depending on who you believe, we are bombarded with millions or billions of visual marketing messages in our lives. Only a small percentage make an impression. So why does print - a visual media - remain a major player? Touch. You can physically interact with the message.

Martin Lindstrom in his recent book Buyology points out that marketing messages which engage us with more than just sight, cut through the clutter and make a lasting impression.

Using print is no longer mandatory but rather a sophisticated marketing tool. Those who learn to use it will never look at a flyer the same.