3 Marketing Books Every Small 

Business Owner Should Read

In the world of marketing, it's essential to capture your audience's attention and convey your message effectively.

These books serve as valuable resources, helping to craft compelling narratives, integrate powerful strategies, and create remarkable content that resonates with your customers.

Essential Marketing Books for Small Business Owners

Want to recharge creativity or get an inexpensive education from some of the best marketers around? Here are three resources to consider.

"Building a StoryBrand: Clarify Your Message so Customers Will Listen" by Donald Miller

Everyone loves a story . . . but what is a Storybrand?

The framework in "Building a StoryBrand" applies the universal elements of storytelling to brand messaging. While prospective buyers think primarily about themselves, marketers often start by blasting people with unhelpful or (seemingly) irrelevant information.

Here's one example from Miller's book: “Imagine your customer is a hitchhiker. You pull over to give him a ride, and the one burning question on his mind is simply Where are you going? But as he approaches, you roll down the window and start talking about your mission statement, or how your grandfather built this car with his bare hands, or how your road-trip playlist is all 1980s alternative. This person doesn’t care.”

The goal of StoryBrand is to create clear, compelling narratives where the customer is the "hero,"and the brand serves as a "guide" to help them overcome challenges and achieve their goals.

Let's personalize this:

Who is the specific hero (your buyer)?

What is the problem they face?

What would it look like for your hero to hit a grand slam this season?

How can the guide (your company!) provide actionable steps to give them this victory?

Whether you're promoting a garage band or a presidential candidate, "Building a StoryBrand" will transform how you talk about who you are, what you do, and the unique value you offer.

"Influence: The Psychology of Persuasion" by Robert Cialdini 

In “Influence,” Robert Cialdini explores the psychology behind why people say 'yes' and offers ethical strategies for applying these insights in business and everyday interactions.

Cialdini introduces six principles essential for creating persuasive marketing materials. Through relatable examples and engaging stories, he makes these complex concepts accessible and easy to understand.

By incorporating these principles into print campaigns, you can craft content that resonates with the target audience and encourages them to take action.

"Purple Cow: Transform Your Business by Being Remarkable" by Seth Godin

To compete in a crowded market, every brand must differentiate itself in ways that resonate with core customers.

Today's consumers are too flooded with stimuli to listen to the typical pitch. If you want to turn heads and get people talking, Seth Goodin has the secret recipe.

"Purple Cow" explains (and demonstrates) what it means to find and feature a wow factor for your business as you connect with the right audience, feature your unique selling proposition, and embrace remarkability.

Want to transform your products or your pitch so they stand out like a purple cow in a herd of Holsteins?

As your dedicated "quality connoisseur," we're here to consult, create, and help you bring immaculate ideas to life! Head to our website to get started on your next print project today go to:www.printcafeli.com or 

Give us a Call at:516-561-1468

 

Print Marketing Design: 

Using Color to Stand Out

“Colors, like features, follow the changes of the emotions.” - Pablo Picasso

Using color is as important as the words in your print marketing, if not more important. Color can not only attract customers to read and engage with your marketing, but it can also enhance or connect a certain mood or emotion to your business.

There have been many studies throughout the years about the power of color choice and the psychology behind it all. Stand out with your printed marketing and make a splash with thoughtful color choices that promote your business in its best light. 

The Psychology of Colors

Choosing the right color for the emotion or mood you want to convey is essential to every business. Consider the following colors and moods or emotions they enhance and whether or not they would compliment your business or detract from its core.

Red: Excitement, Passion, Anger

Did you know that hunger is enhanced at the sight of red? 

Many popular restaurants capitalize on branding and decorating with red to encourage customers to eat more.

Blue: Calm, Peaceful, Trust

Banks often use the color blue in their logo to assure customers they are trustworthy and have a calming presence.

Green: Nature, Growth, Optimistic 

Many technology companies use the color green to invoke feelings of optimistic growth and change.

This connection of green with growth parallels green pastures and fields in nature, how people typically connect green with the natural world’s growing plants.

Attract and retain attention with your customized print marketing designs and embrace the power of color! Connect with one of our local experts today to collaborate on color choices for your print marketing design to best promote your business! Call us at: 516-561-1468

 

5 Techniques for Transforming 

Packaging into Brand Loyalty

When it comes to catching customers' attention and keeping them loyal to your brand, the look of your product can be powerful! 72% of Americans say a product's packaging often influences purchases. 

Creating brand-consistent packaging for your products is a simple way to increase brand recall, develop a recognizable aesthetic for your company, and increase customer loyalty.

5 Strategies for Engaging Customer Packaging

Read on to learn different ways to bring fresh creativity to your packaging and use it as a tool for customer engagement! 

1. Keep Packaging Consistent 

Maintaining a uniform brand presentation can lead to a revenue increase of up to 33%.

So, when designing your product packaging and labels, stay consistent with your branding. Use the same font style on all your print materials and packaging, lean into your signature brand colors, and include your company logo.

The more often consumers see that color, font, and logo, the more recognition they'll have for your brand.

2. Packaging Gone Green

In recent years, customers have been increasingly aware of the environmental impact of their purchases, and your brand's sustainability can definitely influence its popularity.

71% of consumers say they are more likely to buy brands with paper or cardboard packaging that's sustainable, reusable, or recyclable. Switching up the material for your packaging can have a big payoff for customer loyalty.

3. Try Sensory Packaging 

By engaging their senses, draw in customers and get them curious about your company's products.

Use a printed tissue paper insert to add a scented feature to your packaging or create a cutout window so customers can touch or see the product inside. 

You could even incorporate 3D features into your packing with embossing or debossing words or your company's logo. 

Sensory options like these can create a more tangible, exciting experience for the customer while building trustworthiness and transparency, which is essential for brand loyalty.

4. It’s Not Just What’s on the Outside

Don't underestimate the inside of your packaging design!

Customers love the excitement and engagement of opening a product up, only to find another surprising detail inside. Don't shy away from bright colors and playfulness in your design, and think outside the box (or, rather, inside the box!) regarding how to utilize every inch of your package space.

For example, a package insert with a coupon for their next purchase or stickers with your logo or slogan can turn customers into loyal fans.

Customers remember brands that display unique characteristics the best- so allow your brand's personality to shine through by including a bold pattern, quirky message, or 3D detail inside your package.

5. Embrace the Product Itself 

If you're selling meat, incorporate the animal into the package's design- if your product is headphones, use music notes on your packaging.

Cookies could come in a box designed to look like an oven, or a cleaning product could come in a package with bubbles. 

Simple and effective aesthetic references to the product on your packaging will help customers instantly connect with your brand! They'll know from just a glance at the container that your company will deliver a product that meets their needs.

Using these ideas to create new, innovative packaging for your company is made easy by collaborating with our team, where we deliver high-quality print solutions for all your business's needs! Reach out to us on our website today at: www.printcafelongisland.com

 

3 Inspiring Ways to Promote 

Your Offer Using Print + Digital

Reaching your ideal audience while remaining mindful of the bottom line seems like the dream in marketing. By fusing print and digital marketing to promote your offers, customers will benefit from better communication and accessibility to your business.

Working together with online platforms can be instrumental in publicizing your content in a relatable and current way.

Today’s marketplace is increasingly online, which means businesses need to think outside the box when it comes to marketing and promoting their business to potential customers.

3 Creative Ways to Showcase Your Business Utilizing Print and Digital

Branding your company to a broader audience on multiple platforms can be intimidating, but with a few simple and energizing ideas, you will surely gain traction with today’s customers.

1) Use a QR code on your posters and flyers

A QR code is a type of barcode that smartphone cameras can read easily.

Once scanned, the camera will open up the designated website. This ability to get a potential customer directly to your website without typing in the website is both simple and effective.

There are many free QR code generators available. Customers will appreciate the easy access to your website and the ease of saving it onto their phone for reference later. Additionally, QR codes simplify posters and flyers by not having extra words weighing down or busying the overall aesthetic. 

2) Connect your social media to printed materials for deals

Don’t let your social media and printed marketing be islands; make them complement each other.

One application is to include an insert in your product packaging that encourages customers to post their purchase to their social media and tag your business or use a specific hashtag. Once the customer posts with the specific hashtag, you will send them a discount code for a future purchase.

This strategy uses customers as ambassadors online for you while also drawing them into stores to purchase a product. Connect your customers to your online presence to grow your digital content and familiarize customers and future customers with your business.

3) Merge your physical mail and email customers

On your physical mailers, have an option for customers to sign up for your email list.

This will give you flexibility and another platform to showcase your materials. Additionally, having customers subscribe to your emails will increase awareness of your current and upcoming deals and more.

Today’s marketplace is ever-changing and increasingly digital, so ensure your business stands out on digital and print platforms. Digital and print marketing do not need to be mutually exclusive. Contact us today to unite your online and printed materials to meet your company’s unique needs.

Call us at: 516-561-1468

 

5 Do's and 3 Don’ts 

of Print Marketing

We all know how much the internet is used today, but some people forget that print marketing still works wonders.

The Do’s of Print Marketing

1. Do update your logo.

Make sure your logo is updated and reflects your image appropriately. You want to ensure the logo looks up-to-date, attractive, and professional.

Unless you employ a graphic artist, it’s best to hire one to help with this part of your image since it will be used on everything, from online to print.

2. Do communicate your identity.

Have a corporate identity in all you do. This broad term encompasses your brand’s values, purpose, and design elements.

Set your business apart from the competition with a consistent corporate identity in your letterhead, business cards, envelopes, brochures, rack cards, and more.

3. Do use both online and offline marketing together.

This is a tried-and-true strategy. However, when you isolate your marketing to only using one of these, people won’t respond as positively, and you won’t get the desired results.

It’s critical to have digital elements, such as a website and social media accounts, but print collateral is equally essential.

Try adding a technical aspect, such as a QR code or a link to your website. Then, offer a coupon or special deal when they go to that online location.

4. Do write a compelling headline.

No matter what you are writing, the headline gets read most. So make sure it’s an attention-grabber.

5. Do know your target market.

Reach prospective clients through appealing colors, images, and text.

The Don’ts of Print Marketing

1. Don’t use outdated materials to save money.

You will gain more respect from the public if your marketing materials are fresh.

2. Don’t forget to have a call to action.

If you don’t ask your customer to take the next step, they might not. So you need to be diligent in asking them to visit your website, call you, email you, or do whatever you want them to do next.

3. Don’t forget the 4 P’s of marketing. 

Product, price, pace, and promotion are essential to any marketing effort. Make sure your include mention to all four in your marketing efforts. These are considered to be the pillars of a strong marketing program.

These are some simple tips to keep your marketing healthy and robust.

We want to help you when you require the printed word. We work with your marketing team to create up-to-date, attractive marketing materials to keep your customers noticing you. Give Us A Call Today: 516-561-1468

 

Customer Service Excellence 

for Team Members

Excellent customer service is an essential aspect of your most valuable asset: your customers.

Customer service is so vital that it can be a powerful competitive advantage. 70% of Americans have spent more money on better service, according to Forbes. 

Excellent customer service is not solely for the customer service representatives. Instead, everyone on the team should practice exceptional customer service because every job ultimately affects the customer. 

Below is a list of concrete ways your team members can exceed your customer’s expectations. 

Customer Service Excellence: Hire Smart

Certain personalities and strengths are better suited for customer service jobs. Hiring the right people will set the company and employees up for success. 

When hiring, look for people who excel in the following traits. 

• Problem-solving. Give the interviewee a scenario and ask how they would proceed.
• Communication. Ask the interviewee to explain a complex topic.
• Listening. Tell the interviewee a little bit about yourself and the company. Check to see how much they retained.
• Time management. Ask them about a time in their life when they were very busy and how they got through it.
• Empathetic. Ask the interviewee about a time they saw someone hurting and how they reacted.
• Attentive. Gauge how attentive they are at the interview.
• Patient. Ask them to wait a little bit before or during the interview.
• Curious. Ask them if they have any questions for you about the company. Gauge their natural curiosity.

Hiring the right people gets you off on the right foot. After hiring customer service-oriented people, training will further define their natural skills. 

Customer Service Excellence: Training

Training creates more knowledgeable and skilled team members. 

The more trained and knowledgeable your team members are, the happier your customers will be. Happier customers are more likely to create word-of-mouth advertising, which is the most effective form of advertising: 5 times more powerful than paid ads. 

Training and development can take on various forms. 

• Hire a trainer. Find a professional who excels in teaching customer service skills. Pay them to come to talk to your team members.
• Do it yourself. Research ways your company can improve customer service. Ask your customers what they’d like to see. Share your findings with your team members at a meeting.
• Online courses. Direct, or if it’s in the budget, subsidize your employees to take online courses to help them improve their customer service.
• Mentor-mentee programs. Pair a more experienced staff member with a less experienced one. Have them get together to share information and tactics that have helped them.

Whichever route you choose, you’ll see the benefits pay off in higher customer satisfaction and improved customer relationships.  

Customer Service Excellence: Customer Relationships

Encourage employees to develop positive customer relationships. 

Keep it natural. Try asking customers questions about themselves. Some just want to get in and out. But others enjoy talking and will appreciate the opportunity. If you remember the customers’ names and the stories they tell, they’ll be happier and more loyal. 

Further, increase customer relationships by sending customers birthday gifts or cards. Companies that prioritize emotional connections with customers do better in the long run, outperforming their competitors in sales by 85%. 

Customer Service Excellence: Let Customers Help Themselves

71% of consumers reported wanting to solve customer service issues independently. 

Counterintuitively, some of the best customer services you can provide are the gifts of not needing customer service. By providing efficient, straightforward methods for customers to solve their own issues, the customers leave happy. 

There are a couple of ways to accomplish this. 

• Q&A page with answers to the most commonly asked questions.
• Information. By providing relevant information in a convenient place, such as a brochure, you can proactively prevent frustrated customers by providing all the information they need beforehand. 

Customer service is one way your business can stand above the rest. If you do it well, profits will increase. 

We know customer service can be tricky because of the wide range of inquiries and emotions. However, we’re here to help you with our excellent printing services. For example, we've got you if you need promotional products for a birthday gift, birthday cards, or informative brochures! Give Us A Call Today 516-561-1468

 

Breaking Through the Digital Clutter: 

Tips for Print Marketing 

with Maximum Impact

Print marketing is an influential tool business owners use to boost their brand's awareness, drive sales, and increase customer retention.

While many businesses use digital marketing as their sole method to get their message to consumers, the need for print marketing is still in high demand. Using print marketing materials to spread your information increases the chance your brand's image will get in front of consumers without the risk of being blocked or instantly deleted.

Additionally, print ads are more trusted than other marketing strategies, and according to Marketing Sherpa, many online ad options are among the least trusted advertising methods.

Breaking Through the Digital Clutter: Tips for Print Marketing with Maximum Impact

As many businesses are turning to digital marketing strategies, your business can benefit from printed materials. Check out these tips for breaking through the digital clutter.

Know Your Audience

One of the key factors helping print marketing materials stand out from others is knowing who your target audience is and information about their buying habits.

Knowing this information enables you to design eye-catching materials to send to communities where your target audience is.

For example, a roofing company would not send mass mailers to renting apartment complex residents. Instead, they would send the mailers to a residential community where most homes are privately owned.

Select Eye-Catching Images

Images visually represent your business's products, services, and brand.

Selecting the right eye-catching image helps tell the story about your business and should create solid emotional feelings among those who see your print advertisement.

Additionally, imagery should be high-quality and make someone stop to look at your entire ad and receive the whole message.

Use Carefully Written Content

Create advertising copy that is carefully thought out and helps transform your regular products and services into something your audience cannot live without.

Showcase features and benefits of your products and services while using consistent active voice language and eye-pleasing fonts.

Powerful headlines can help grab the reader's attention while adding a call to action to your print material guides the audience into doing what you want them to do.

Make Print Materials More Interactive

Many believe print materials are static and they cannot be interactive. That's not true!

There are many ways to make your print materials more interactive, giving your target audience something to do with the material you send them. Adding a QR code to your printed advertisements allows consumers to continue interacting with your business, moving that interaction to an online platform.

Other print-related engagement tools include adding the following items to your printed materials: scratch-offs, stickers, and pop-ups. Or you can even encourage recipients to bring the printed material to your business for a discount or prize.

Additionally, using printed material to invite customers to participate in events and contestants helps attract new and existing customers to your location.

Embrace the Power of Print

According to the Association of National Advertisers, even as digital marketing is taking over, the need for storytelling via print advertising is a crucial component of a company's marketing strategy.

Everything from direct mailers to flyers and business cards to signs can provide consumers with a positive experience when they encounter your eye-catching print materials.

Take advantage of the opportunity to reach your audience, grab their attention, and get them to come to you for your products and services.

We are here to help you with all of your printing needs. Contact us today to get started on your next project. Call Today 516-561-1468