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Is Print Dead?

Dec 03, 2021

In this weeks episode Debbie and Bertie we discuss if print is dead? Does print advertising still work? Debbie has recently found a couple of flyers on her doormat and is wondering if going back to the old school might be the way to cut through the noise?




Bertie: There you go. Good morning. Good morning,

Debbie: Debbie. Good morning. Fancy It is December. It is the 3rd of December. Um, we're in it. I will put my Christmas tree up at the weekend and it was snowing.

Bertie: What better time to do it.

Debbie: So, very exciting. So Merry Christmas. I I'm wondering the people who start saying Merry Christmas to everybody, like now for them until like the end of Christmas.

And then I say happy new year to everybody until like March. Knowing people.

Bertie: I never stopped saying it's Christmas. I'll just say that all the time. It's just a thing. I guess it's the middle of July nearly there. Anyway, he gets upset, but it's always Christmas. Oh,

Debbie: yeah. Don't wish it could be Christmas every day.

Just make it Christmas.

Bertie: Every day. Every day is Christmas.

Debbie: Every day you are in control of your own lives. People create your own destiny. What are we talking about today? Apart from Christmas and destiny,

Bertie: we are talking about it. Think we're going live on LinkedIn. I think it's broken. Yeah. Let's let's see if we can do it quickly, uh, tend

Debbie: to silly technology.

Shall I? Shall I talk about what we're going? What we're talking about

Bertie: and then, well, yes, I'm going to press save changes the seat. Yeah. You tell us, what are we going to talk about today? Debbie?

Debbie: What are we going to talk about today? About

Bertie: print? We are asking

Debbie: actual paper. Actual paper is print dead. Yeah, exactly.

Cause I think that question got banded around a lot, especially when social media came along, like what do we need, like print for, who's going to send stuff with a post, like, you know, email is electronic mail, like woo. I've gotten that electronic mail and now like have another electronic mail. I know that you're the king of inbox zero, but I am currently.

The queen of inbox, 745,

Bertie: Debbie and that all out for you now. So you want a tidy, he's like, that's how

Debbie: even count my promotions, my, and my promotions tab. I've got 12,713. It's a mass and, uh, oh, just too many emails, too many emails. So I was really shocked. I'm kind of excited when through the post something arrived that would have ordinarily been an email, which was this.

A paper thing that said is your website destroyed in your consultancy business? Like, you know, fair. I was like, Ooh, like, and on the front, it's got my address. I'll cover that. Cover that reevaluate. It says attention, Debbie Clark, your entire business could be under threat. If your website is making these costing mistakes, I'm like, oh shit, what is it?

My entire business is under threat. I mean, it's a, it's a, it's a, it's a gatefold. It's a, it's a fun thing. Lots of stuff going on. And. Essentially, it's trying to scare the shit out of me. Right. And the truth. And my website is destroying my consultancy business. And here are the things that I need to know from Chris Cardel.

The UK is leading authority on entrepreneurial success. I mean, you've never heard of Chris Cardell.

Bertie: Um, well, anyway, we'll talk about bit. Yeah, basically

Debbie: he is apparently the UKs leading authority and entrepreneurial success, and he's telling me that my website is rubbish and basically I need to buy his services and if I don't buy his services, uh, then, then, then I'm just going to fail.

I'm going to be a failure. Um, but it's not my fault. And if I work with them, it's fine. And I mean, I'm not into this type of marketing anyway, this. Yeah. It's like a thing, but it was just really interesting to me that it came through the post and essentially gives me a website to go to, to watch a video.

And then, and then I'm going to buy this stuff. And I thought, yeah, it really made me pay attention. I still haven't gone to the website and put that thing. I have not done the thing that it's asked me to do. It made me sit up and pay attention. Whereas if this had arrived via email and it had been delinked, you know, straight away.

So Chris Cardell managed to attract my attention enough to make it the focus of, of this, you know, chat. Um, and I just thought that's super interesting, isn't it? Because. We don't often get things through the post that isn't just there. Isn't just bills essentially. And we definitely don't get things through the post.

That's kind of aimed our businesses. Generally. I think this is the first piece of post I'd ha I've had in a decade. It's was trying to kind of sell me consultancy

Bertie: services. Yeah, probably this, I mean, I think if you've got like, um, let's just say like a business, like a physical business address, right. I think you probably do get more specific niche.

I mean, yeah. I've thrown him and I'm on his mailing list as well. So that is what my wife's, you're not mailed me. Come on Chris.

Debbie: And then also later, and I know we get this anyway. Businesses are doing this. And we kind of, it's something that we skipped over as a marketing method. I think as that first port of call to kind of, you know, you've never heard of me here I am. And obviously I've got prime video here sending me stuff a 30 day trial.

And I was like, actually, Print. Definitely isn't dead. Is it? And I think people are now starting to use it because we're, we're just ignoring emails. We're just ignoring those messages. Cause there's too many of them. What it's doing is interrupting. It's doing that. It's interrupting marketing, isn't it?

Cause I'm having my cup of tea and I'm listening to radio six or whatever in the morning. And then I'm like, oh my God, my consultancy business is destroyed because of my website.

Bertie: Yeah. Th it's a, it's a really interesting subject because I think people have net like, you know, like their kids of today have probably never even done print advertising.

I've built businesses through mailshots mail merging and all that sort of stuff. And, you know, like I had a really, really good conversion rate on mailings. Um, and it's a really effective way of targeting people, but it's, it's the same. It's the same with anything that you need to have the right list. You need to be targeting the right people.

Like I'm sure. Bless you.

Debbie: Sorry, carry on.

Bertie: So I'm sure that I'm sure that consultants thing hasn't just been, you know, it's not like the paid the Royal mail to go and drop it down your street. Right. It's like, you know, they have targeted to specific cases.

Debbie: Yeah,

Bertie: exactly. That, and that's, you know, that's, that's an effective way because that has cooked through the noise.

The fact that you're even talking about that now. Like if that would just come as a cold email, um, like you've, you've never would have even noticed it. The only reason I remember that name is because he was one of the first gurus at the time. So going back to like 2005 was I, I came to fill my belly days.

I used to like pay for his courses, subscribed to his stuff. He had a load of resources. So there's loads of stuff that I've learned from that guy. But I have not seen him about for years. Yeah. So, you know, I'm talking like 15 years ago, so it's still going and it's still relevant to some degree, but it's just using different things.

So, yeah, print, I think if you've not tried, it's not, it doesn't necessarily have to be expensive. Like if you're going to print loads of stuff and send it out Willy nilly, then of course it's going to cost a fortune. But if you. Like, you know, for somebody like you, Debbie who's targeting, um, you understand your niche, you know, who you're talking to like a mailshot campaign or some sort of leaflet can actually be really, really effective way of, uh, of getting in front of those.

Debbie: Yeah, I think it's super, I think it's a super interesting thing. And David's just left a comment when he says I've sent high-end promo boxes with a brochure, a business card, and a bespoke made gift, and it definitely gets attention and got two to three video meetings by doing it during lockdown last year.

Yeah, exactly. Um, I remember hearing somebody and they said they send like, Uh, something in the post was, which includes like a chocolate bar and a tea bag and says, relax, go and check out. My sales page, have a cup of tea and a chocolate. I mean, if you fancy meeting up and it's like, it really just cut through the noise,

Bertie: doesn't it?

It does. It does. Yeah. You know, if you keep the message simple, have a really clear call to action. I mean, a really good example of what, where I used to use mailshots was with fill my belly, signing up takeaways. So we would just have the takeaway list and send out mail shots, but there was. Points within that journey that we were converting 10%.

So for every 10 mail shots we sent out, we'd get one signup. So that was a hugely effective way for us. And all, it was a very simple mail shop, Terra form at the bottom, and they just signed it, sent it back with our manual. We would list them. That was it. It was really, really simple. So if you've got really clear messaging on there really clear call to action, then.

Print mail shops really work. I think where print doesn't necessarily work is where people just get lazy with it and just do things like what everybody else is doing. And this is the, this is the problem with. Marketing or social media marketing at all. Isn't it really like? It's if you're just doing the same stuff, like if people do a trade show, oh, let's go and get some pens.

Prints is like, yeah. Cause I mean, how many times you've picked up a pen and I thought, oh yeah, I'm definitely going to go and work with that. It just rubbish there. Isn't it like, but there's a, there's a, you can get smart with this.

Debbie: Yeah, totally, totally. I think, yeah, I think it's really interesting. And like David said, you know, that means that you can get video meetings and I think it just means that you've maybe done a bit more, you thought a little bit more, but there's a little bit more care and attention into it, which I think makes people feel special.

What's interesting about this one, actually the, the, um, whatever his name is, the dude, Chris Cardel. Because my address isn't on out there in the world. It's just my street name. It just says Debbie Duda and then my street name and it got to me like the house name. Isn't it. It's like my house. It's my postman must be like, oh, I know what Debbie do, Doris.

I know what house that is, which I kind of. I'm going to get

Bertie: well, th th they, they work really hard to like, they, they have to try to deliver the mail to that. I'm going to, I'm going to do some tests. I'm going to be so Debbie dude, and see if it gets there, Debbie dude,

Debbie: let's see. Let's see how much stuff, how much stuff we get there. But I think, yeah, I think if, you know, the thing is say, like, if you, you did that mouth shot and you send that out to all those takeaways, and then you follow that up with a phone call a week later. Then they're like, oh yeah, like they'll, there'll be some recognition of your brand name won't there.

So it's kind of like pumping like that first stage in somebody just being aware that you exist. And so that conversion might, could have gone up even more. If then you'd follow it up with a phone call or maybe even you go and turn up and, oh, I sent you this thing a week ago. Did you get it? My name's Bertie.

We do feel my belly and it's just helps to kind of break. Oh, nice. And start to build that relationship. I don't know if I'm necessarily going to be going and, um, sending mail shots out. I think if I had a slightly different business, And maybe it was business to business. I might think, oh, actually, what businesses do I want to work with?

Who, who would I love to, you know, build a relationship with and do it that way? I think how I use print is once somebody is working with me, I'll send them something in the post to say, thank you. Yeah, kind of like a unique car that's been designed for me and my clients and a nice little booklet. That's got some of my branding on it and that just helps to kind of develop that relationship as well.

So I think there's different ways that you can use print. And I love it if I all do something, say like from somewhere like Etsy and I get a little postcard that says, thank you so much, Debbie, for your role. This is what makes small businesses grow. And then I think, you know, it gives me a little bit of an ego boost and maybe says, you know, take a picture and post it on Instagram.

So I think there's a lot of different ways that you can think about integrating print into that customer journey, whether that's right at the beginning or kind of when you've had that, that service. And I think it's definitely not one to kind of ignore.

Bertie: No. Yeah, definitely not. And it's one of those things, if you haven't tried and it, and test it out, but you know, it's, it's the same, it's the same with anything that you were saying before, you know, you've got to get a little bit more creative with these things.

I mean, we're quite fortunate actually now that, because I mean, that print is almost gone the other way. Like, let's go back to like the eighties, right? Like the eighties, that was when that was printed, that, um, prince, you, you would literally get the same amount of letters. The days you would emails. Like it was you, it was constantly, it wasn't that you were always talked to by these things.

You know, they had to get smart. I was really fortunate to have light care to, to be in a meeting once with one of about the original eighties, mad men can't remember his time, which is terrible, but it was like full of stories. And one of the most interesting things he was telling me about, um, this concept of relative disruption.

And it's like, so when you're trying to cut through that noise is like, how do you actually do it? So back in the eighties, the only way of communicating with people was through, um, uh, mail. So, you know, you had like, if you've got 20 letters on the mat, how are you going to get yours opened? So, you know, there's all sorts of different things.

But the example that he gave was, you know, You can literally put on that, like you can just put sacks or something and then someone's going to open. It's like, you know, what about our, uh, you know, your, uh, do you wanna get your boiler service? It's lucky. It doesn't really fit. It's not, you know, you're getting the attention, but it's like clickbait, isn't it.

And that's not the way to do it. But the best example that I heard from him was when they sent out a letter in an opened envelope. So if you, if you. Uh, if you get the letter and it's all, it's already open, what was the first one you got to pick up, say open one, who the fuck's going to be my mail. And then the headline of the letter was if you felt like this, about someone reading your mail, how would you feel about someone bigger than your house?

And then it was. Burglar alarms, really an example of how to do it. I mean, that's going to trigger somebody, isn't it. You know, that's going to, it's going to go either way, but you're always going to remember it and that's what we're trying to do with this stuff. So there's some really, really clever things you can do with print.

And I suppose this extends to everything. Yeah. So, yeah,

Debbie: sorry, like a little proud at the end. Yes. Many things prior to the code of marketing, help me or buy this. I love it. I love it. Um, that was a good conversation. I think it's good to in today's listening, just have a think about how. You know, what could you do?

That's a bit interesting. How can you grab people's attention and based on your recommendation, I'm now going to go to Chris Cardell's website with my own personalized password and see what he's got to say. Why not check it out.

Bertie: That stuff is really easy to do as well. Like if anyone's thinking of doing that and wants to be able to like, be able to send out those almost that look bespoke personal tutor, I now have to do all of that stuff.

Like I've just done it for years. So if you need any advice on that do get in touch and it can definitely help you.

Debbie: That's a good invitation, isn't it? It is a good

Bertie: invitation.

Debbie: Well, I know how to do a mail merge. So, cause I've worked in admin many, you know, in, in many different jobs and sat them out, merging things in word.

I'm so pleased. It don't have to do that.

Bertie: Fortunate. You'd have to do that anymore. Now everyone will get personalized stuff. You don't even have to touch a piece of paper. It's all magic. And a lot of the time it's cheaper than buying an actual stump itself. Like this is how goods technology has got, like, you can do some really clever stuff now.

Debbie: Oh my God. I love it. Maybe you should do a mid-workshop, but thank you very much for listening, watching, however you can. Digesting this wonderful advice we're giving and we'll be back next week.

Bertie: We will be back next. So is it quick? No, it's not Christmas yet. Yeah. We've got a couple more. We've got a couple more in the time.

Yes. Yes. We'll be here next week. Thanks a lot, Debbie. It's been wonderful chatting to you as always next week, 10 minutes, a shift chats every Friday. Buh-bye.


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