Know-How Exchange : Student Questions

Marketing a commodity can be very difficult. I work for a print shop in California, and it can be hard to convince people that our printing is any different then the guy in the next town over. The key is to find what you can do for your customers that others can't. We emphasize our Customer Service and Qualtity more than anything else.

And try to stay as far away from emphasizing price as you can. Stay away from words like "cheap." Instead aim for "value." Value doesn't just mean price, it can be quality, quick turn-around, friendly service, etc. Anyone can be cheap (and there will always be someone out there who has a lower price then you), but not everyone can provide a good value.

You just have to decide what makes you different then your competition, and advertise the hell out of it.