Which print job is more expensive, a 4 X 6 inch post cards printed for free or a 4 X 11 inch postcard priced at $210. The answer seems to be pretty obvious doesn’t it? Well not really! Read on for a better perspective on this question.
The following really happened a few years ago. A friend, let’s call him Wallace, asked me why he should pay me to print post cards that he was getting for free from another company . (It turns out the other company was providing the post cards for free in exchange for Wallaces’s referrals to them).
You might think Wallace was being flippant by asking me such a question. How could I beat “Free”. Well, Wallace knew me quite well and fully expected I would show him a better “Full Value” option that beat “Free” post cards. Read on to find out how that works.
I reframed the situation this way for Wallace. I asked him to consider that the post cards are free, but that he had to pay USPS postage to deliver them. I then told him about the new “Neighborhood” option offered by the USPS, that would save him considerable postage cost.
On a purely financial cost basis the question was how does free post cards plus traditional mailing costs compare to $210 post cards plus the new lower cost “Neighborhood” postage costs?
However, this only addresses the cost part of the financial equation. The most important question for Wallace is what method yields the most net profit? To answer this we need to look at gross income generated from the post card mailing minus the costs of printing and mailing the post cards. Wallace could look at the actual results from his prior “Free” post card campaign but he would now have to look at the potential yield of the new, untried, post card campaign I was offering. I will follow with the details of what we did together. For now I will tell you that Wallace tried the new campaign I suggested and it worked will enough that he came back and had me print and mail additional batches of post cards instead of using the free post cards he had used before.
So, let’s pause for a second. It is my hope that you are finding this discussion interesting and beneficial. May I please ask your indulgence here. I am offering to provide you the information on what we did to grow Wallace’s business. I am also offering to provide you with special discounted post card printing pricing. And I am offering to give you access to a robust online print web site that will save you both time and money on your future print jobs. And finally I will send you links to future informational blogs related to printing and possibly other information that will benefit your company.
In exchange I need you to “Opt in” to future emails from my The UPS Store 5183. I promise that when you opt in I will only use your email for my offers and educational blogs. And if you later find you are not interested in receiving this information you may simply unsubscribe from the emails.
Part 2 of the blog will discuss how I showed Wallace how a larger, better designed post card could yield much better response rates. Part 3 will discuss the “Neighborhood” postage option and how to use it to save money in your post card mailings.
Click here to go to parts 2 and 3 of the blog and to opt into future email offers. (The additional blogs will be posted soon but are not currently available. You may call Ken Davis at his The UPS Store 5183 for more information and help in the mean time at 303 554 7755)