Allegra's e-mail newsletter, Printer@Work, is delivered directly to your inbox on the first and third Tuesday of every month. Each issue is filled with tips, ideas, and a few laughs too. We think you'll love it!

Don't miss another issue...subscribe now! Enter your information below to subscribe to Printer@Work, or update your existing subscription.

Subscription information:

First Name
Last Name
Company
E-mail Address
Send graphic-formatted e-mail, as shown below
Send plain-text e-mail
Your e-mail address is safe and secure with us. We will treat it with respect and won’t release your e-mail address to any other parties.

Please take a few moments to enjoy the most recent issue of Printer@Work below before you
Return to myallegraphilly.com.

ALLEGRA PRESENTS
MAR
22
PRINTING IS OUR PASSION.
WELCOME TO TEN MINUTES OF GOOD NEWS AND FUN STUFF FROM YOUR FAVORITE PRINTER!
MESSAGE >
IDEA >
MARKETING TIP >
PRODUCT >
TECH TIP >
FUN >
Message
A Message from Mike Logan
The Way I See It
 

If you could turn back time and give yourself advice, chances are you would say to stop caring so much about what others think about you.

Next time you feel self-conscious, notice that you are thinking about yourself. You can safely assume that everyone around you is also thinking about themselves. I don’t know the key to success, but the key to failure is trying to please everybody.

Here’s the way I see it: As Eleanor Roosevelt said, “You wouldn’t worry so much about what others think of you if you realized how seldom they do.”

MESSAGE >
IDEA >
MARKETING TIP >
PRODUCT >
TECH TIP >
FUN >
Idea
Idea of the Week
Marketing to the Smallest Viable Audience
NARROW YOUR FOCUS

If you are a marketer, you’re in the business of making things happen.

Whether you’re trying to get people to vote or buy your environmentally-friendly fertilizer, your goal is to grab attention and make people respond.

To do this well, you need to continually ask yourself, “who’s it for?” This simple question can guide the product you make, the story you tell, and where you share.

428-CreditCard.jpg

Narrowing Your Focus

If you have to choose 500 people to become your true fans, who should you choose? By selecting people based on their needs and dreams, you can group people based on psychographs instead of demographics.

For example, you might zero in on . . .

  • Bargain Bill, who’s playing a sport when he shops, while simultaneously wrestling with his internal narrative about money
  • Hurried Harry, who’s always looking for a shortcut and is rarely willing to wait in line, read directions, or weigh complex decisions
  • Paranoid Paula, who’s suspicious of the cab driver, is convinced she’s getting ripped off by the desk clerk, and would never drink out of a hotel minibar

To force your micro-focus, ask yourself questions like:

  1. What is the smallest market my business can survive on?
  2. If I could only change 30 people, who would be the ideal customers for my product or service?
  3. Who is in the greatest need of our idea?
  4. Who is most willing to pay me for the change I’m promoting?

 

428-HighFive.jpg

The goal of the smallest viable audience is to find people who will understand you and will fall in love with where you hope to take them. That love leads to traction, and to attitudes and choices that become part of their identity.

And it certainly shapes the storyline you share. One template that can help craft that highly specific narrative is this:

My product is for people who believe _______________.

I will focus on people who want _____________.

I promise that engaging with what I make will help these people get _____________.

Ideas that Spread, Win

If you want to multiply your advertising impact, don’t hide behind “anyone” and “everyone.” Ruthlessly define your smallest possible audience and speak to their hopes, dreams, and needs.

Start with empathy to see a real need, and match your messaging to the worldview of the people being served. Here you will build momentum as you engage a tribe and make change a reality.

See more great ideas like this!
Click here to visit the Allegra - Ideas Collection.
MESSAGE >
IDEA >
MARKETING TIP >
PRODUCT >
TECH TIP >
FUN >
MARKETING
Marketing Tip
To Resend or Not to Resend?
RESEND EMAILS TO CONTACTS THAT HAVEN'T OPENED YOUR MESSAGE

Many email campaign programs enable you to automatically resend emails to contacts that haven’t opened your message. While this may sound like a no-brainer, here are a couple of pros and cons to consider:

Pros: Subscribers who may have missed your email or were too busy to read it the first time may read it the second send, resulting in more opens, clicks, and conversions.

Cons: Some subscribers may have intentionally left the email unopened and get annoyed by the additional email clutter in their inbox. It’s also possible they may have opened the email without displaying images, resulting in the email being reported as not being opened.

If you choose to resend emails to contacts that haven’t opened your message, you should choose wisely to resend only the most important email campaigns. You should also tweak your subject line to include a keyword like “reminder” to create a sense of urgency or create a new subject line using a different approach than your original email.

If you’re looking for creative ways to supplement your emails with a direct mail campaign, our team of creative experts would love to help! Give us a call today.

MESSAGE >
IDEA >
MARKETING TIP >
PRODUCT >
TECH TIP >
FUN >
PRODUCT
Uncommon Product
Creative Custom Envelopes
ENCOURAGE RECIPIENTS TO GRAB YOUR MAILING FIRST

Creative, full-color envelopes are a great choice for business correspondence. They can boost brand recognition and make your marketing piece stand out in a pile of mail. By piquing curiosity, you can encourage recipients to grab your mailing first and read the contents inside.

The creative options are endless when it comes to ways to make your envelope stand out. Whether you choose to print a bold message on a solid-colored envelope, wrap full-colored artwork on both sides, feature a contrast color on the back, or design a bold custom flap, our creative team can help.

If you’d like to see samples or request a custom quote, stop by or give us a call today. We look forward to helping you create an enticing envelope your readers can’t resist!

MESSAGE >
IDEA >
MARKETING TIP >
PRODUCT >
TECH TIP >
FUN >
TECH
Tech Tip
When & Why to Use Spot Color
WHEN COLOR ACCURACY AND CONSISTENCY IS CRUCIAL TO YOUR PRINT DOCUMENT

If color accuracy and consistency are crucial to your print documents, such as company logos and color-specific brand elements, using spot color is a great option.

Spot color is typically created through an ink system such as the Pantone Matching System, ensuring an accurate color match. Spot color uses a special premixed ink that requires its own printing plate on a printing press.

In comparison, while process color is more common, it uses a combination of the four standard process inks: cyan, magenta, yellow, and black (CMYK), and can cause slight variations in color.

In addition to providing greater color accuracy, spot color can provide much more vibrant and detailed color, and is ideal for projects that require special effects, such as metallic or fluorescent colors.

If you are unsure whether to request spot color, give us a call. Our team of printing professionals can answer your questions and create the perfect print document you’ll be proud to hand out.

MESSAGE >
IDEA >
MARKETING TIP >
PRODUCT >
TECH TIP >
FUN >
Fun
Fun@Work

Spotlight Recipe

Easy Baked Tofu and Actress and Writer, Melissa Rauch

Did You Know?

Did you know there are many great uses for dryer sheets? In addition to helping...

Printing Quiz

When your printer mentions conditioning, what they really mean is:

Printer@Work Newsletter is available via e-mail on a free subscription basis.
You can subscribe or unsubscribe at any time. For more information about Allegra, visit www.allegraphilly.com.
Copyright © 2023
Allegra, 12285 McNulty Road, Suite 101, Philadelphia, PA 19154-1210 215-322-6762