The “Print is Dead” Objection
If you Google the question, “What percentage of email is SPAM?” the answers range from a minimum of 88% to a high water mark of 94%. That is incredible when you think about it.
I don’t have a grasp on the number of emails that I receive, but I know that when I come in to the office in the morning, there are typically 30 emails waiting for me and only 4 or 5 avoid my filter.
A few hours later, before lunch, I head to my mail box. Increasingly, it’s spectacularly unencumbered by mail. Gone are the solicitations and colored postcards. Only an occasional paper bill and a check, the local weekly newspaper, and a handwritten letter from my mom and dad remain.
While I was gone, eleven more emails came in, only one of which is personal. Delete. Delete. Delete. Delete. Delete. Delete. Delete. Delete. Delete. Delete. And now I am ready for work. Annoyed, but ready for work.
It’s funny to think about what has happened. Our clients have decided to stop mailing. A common objection is now, “Print is dead. We are putting everything on the web.” In theory, that works. I mean, if you don’t print and you don’t mail, you’ll save a bundle.
How are people going to find out about your website? Through Facebook? Seriously? Are customers delusional enough to think that their company is so fascinating that customers are waiting on their every Tweet?
Oh, I see. They are planning to use broadcast email. Perfect! Constant Contact is a wonderful company. I use it myself, in fact. But the definition of SPAM is unrequested email communication and those companies have, at best, an 88% chance that the customer is going to see the email.
Meanwhile, across town, the mailbox is empty. What little that does arrives is unique and different and gets scrutinized and reviewed. Hmmmmmm…..
In the rush to save money and cut costs, companies are instead cutting ties and lifelines with prospects and customers. Print is an integral part of any social media campaign. Mailings drive traffic to websites. Variable data connects the specifics gathered in the “Contact Us” process and delivers information that is relevant.
Print is dead? Not to those who seek to differentiate. Not to those who want to find an underutilized and spacious medium, one that is uncluttered and familiar. Before all of the lemmings jump off of the cliff, let’s remind our customers where print fits. Just don’t put the message in an email.
Check out Bill’s Sales Resources page on the NAPL website. Call him at 781-934-7036 or email firstname.lastname@example.org