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Industry Insight

Four Reasons a Prospect Should Buy Your Web-to-Print Solution


By David Dodd
Published: April 11, 2011

"Why should I buy your web-to-print solution?"

If you can't provide potential buyers with a persuasive answer to this question, your odds of consistently selling web-to-print solutions aren't much better than hitting the jackpot on a slot machine in Las Vegas.

One key to marketing web-to-print solutions effectively is to use marketing content that answers your prospects' most important questions.  When developing this kind of marketing content, the most important thing to remember is that business buyers purchase products or services to solve business problems or improve business performance.  So, they care much more about benefits and outcomes than about features and functionality.  Theodore Levitt of the Harvard Business School made this point succinctly when he said, "People don't want to buy a quarter-inch drill.  They want a quarter-inch hole."

In recent projects with two clients, we've identified over two dozen distinct benefits that a web-to-print solution can provide to a user. Potential buyers will differ, of course, in the importance they place on various benefits, but four broad categories of benefits are important to almost all legitimate prospects.

  • Lower marketing supply/distribution chain costs

  • The ability to control the brand while simultaneously enabling and supporting the use of customized marketing materials

  • Reduced obsolescence

  • Convenience, speed, and accuracy

I've just released a new white paper that describes these four compelling "reasons" to use a web-to-print solution.  This paper is written from the buyer's perspective.  The target audience for the paper is potential buyers who are in the early stages of the buying process, and the primary objective of the paper is to raise awareness of the benefits that a marketing asset management/web-to-print solution can provide.

If you'd like to review the new white paper, send me an e-mail at ddodd(at)pointbalance(dot)com.

G. David Dodd is available for speaking engagements and consulting projects. To get more information contact us here.

G. David Dodd is a principal of Point Balance, LLC ( www.pointbalance.com ), an executive education and management consulting firm. Point Balance provides cutting-edge management education programs designed for printing and publishing executives. The firm also provides management consulting services involving business strategy development, strategic marketing, cost management (including activity-based costing), business process management, and balanced scorecard performance management systems. Dodd is a co-author of Activity-Based Costing for Printers: An Implementation Guide, the authoritative resource relating to the use of activity-based costing by printing and publishing firms. Dodd also co-authored Making Value Added Services Work, a comprehensive reference tool for printing company managers who are just beginning to consider diversification or who have already added new services and are not receiving the benefits they expected.

David Dodd can be reached at ddodd@pointbalance.com,931-707-5105.



By Miroslav Svestka on Apr 13, 2011

Very Good Point ...
market the actual END Benefit & not the tool used in delivering the benefit

Miroslav Svestka
President & CEO
Printing Industry Exchange


By Print London on Apr 14, 2011

Thanks David for sharing useful information.I will consider these things in my lie if I will involved in this business.

http://www.splashprinting.co.uk/" / rel="nofollow">Print London


By Don Gruning on Apr 14, 2011

Very well and succinctly stated,David.I think it dovetails well with Tony Alessanda advice that "In selling,as in medicine, prescription before diagnosis is malpratice."


By Screenprinting on Jun 04, 2011

Thanks David for sharing this Blog.... You provide lot of information about marketing content & web-to-print solution.


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