Digital Printing - Start with the Message!

Over the last ten years the traditional business letter has almost been replaced by email, and email is quickly losing ground to new social media outlets such as Facebook and Twitter, but the basic premise of business writing remains the same: send people something they want to read and they will read it. The most challenging aspect of sales is new business development. As sales executives we identify prospects who may want our need our services and contact them in hopes of converting them into customers. Writing plays a critical role in that process. The challenge we face in today’s society is that consumers are bombarded with so many pieces of information that it has become virtually impossible to distinguish the good information from the junk mail. Think about credit card offers we get in the mail. I got three yesterday and didn’t open any of them. I’m not even sure they were credit card offers but I perceived them as such so it didn’t matter - they ended up in the trash. The same thing happens with our writings all of the time. If our audience perceives us as spammers we get blocked. So how do we get their attention and convince them to read what we are sending? We get their attention by sending them information that is relevant to them.