Because it works. There is simply no better way to keep your name in front of your customers and prospects each month than with direct mail advertising. It builds loyalty among existing customers, and it creates opportunities to “get your foot in the door” at many other businesses. Direct mail demonstrates your quality capabilities to all, and over a period of time, it results in the tremendously valuable “front-of-mind” awareness for those print-buyers on your mailing list. And don’t forget… direct mail is the only advertising that you can buy at cost. Doesn’t paying wholesale prices at your own print shop make more sense than paying retail prices to a sales rep trying to sell you advertising?
	Because we all have to occasionally stop and ask ourselves, “Where is my next new customer going to come from?” While there are many ways to advertise and promote your print shop, direct mail continues to be the single best marketing plan for printers. Once implemented, there is a certain clockwork effect to direct mail that allows it to just keep going and going – without a lot of management intervention. And, of course, the longer you use direct mail advertising, the better it gets. If you consistently operate at less than capacity at your print shop, you need to seriously consider a long-term commitment to direct mail advertising.
	It sounds like a good idea, but you can’t afford to do it… and the risk of missing months is too likely. Wouldn’t you rather pay us $100 a month – that’s probably less than two hours of your designers’ hourly rate – and get a professionally researched, written, and designed mailer “on time” every month? It would probably take you 20 to 30 hours “in house” each month to do your own mailers. Using our camera-ready artwork is much less expensive… and more efficient.
	Ink Inc. is an ad agency for printers. Every month, we research, write, and design camera-ready direct mail advertising materials. Our artwork is shipped to you on a CD-ROM. We ship approximately six weeks prior to the suggested mailing dates. The artwork is created in both PageMaker and QuarkXPress formats for both Macs and PCs. You download the artwork and drop in your logo, address, and phone number… along with any other personalization you’d like to do. At this point, it’s ready to be printed and mailed. You’ve just begun your own direct mail advertising and sales program!
	As you already know, response to any marketing program takes time. All advertising is “expensive” in the beginning because it takes a while to persuade print-buyers to change their buying habits. However, with the passage of time, direct mail advertising becomes a “bargain” as a result of the momentum-building, cumulative impact of previous mailings. In the beginning, the vast majority of businesses you’ll mail to probably don’t even know that your print shop exists. But, within 18 to 24 mailings, you’ll start to develop name recognition and location identification. As you continue to mail, you’ll soon create true “front-of-mind” awareness in the mind of the print buyers on your mailing list. It is at this point in time that your monthly direct mail advertising is worth its weight in gold.

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