Sunday, February 24, 2019

If you want it tomorrow, order it last week

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If you want it tomorrow, order it last week


It wasn't that many years ago that if you told a commercial printer you wanted your 4-color business cards next week, they would laugh in your face. The standard turn-around time for color printing was 21 days or three weeks, whichever happened first, not including shipping time.

Some parts, but by no means all, of the printing industry have modernized, have developed highly automated work flow, and can accommodate the desire for right now! results, but there is a premium price to be paid for it.

One of my favorite printers is Print Place in Arlington, Texas. Print Place is a highly automated low-cost printer with outstanding service. If you are savvy enough to know how to provide a commercial printer with the type of digital file that it requires, I recommend you take a look at it.

After the design work has been completed and a digital master is ready to be sent to the printer, there are two remaining components to delivery time: 1. The time the printer takes to complete the job, and 2. Shipping time. Print Place offers four different in-house turn around times ranging from five business days to one day. Print Place ships through FedEx, with its standard five, three, two, and next-day delivery times. Combining the printing time with the shipping time, we have a variety of time frames ranging from ten business days for receiving the print job, down to as quick as two days. Every reduction in delivery time results in an increase in cost, at your option.

The following graph shows the total printing and shipping cost for 1000 4-color business cards from Print Place for different delivery times after the job is submitted. As you can see, for two day delivery the cost of shipping exceeds the cost of printing. This example uses the shipping costs from Arlington, Texas where Print Place is located, to Louisville, Kentucky where I am located.



If you need 1000 color business cards in less than 48 hours, that too can be accomplished by using a totally different technology. Overnight color laser printing, at FedEx-Kinkos for example, is available, but the printing costs alone would be in the neighborhood of $130.00, without including any shipping costs.

When it comes to color business cards, "right now" is a possibility, but it is an expensive option.

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A perfect business card for residential real estate


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 A perfect business card for residential real estate

I'm not in real estate, but I've known quite a few real estate agents over the years. I'd say that, as a group, real estate agents use the most boring, predictable, and nearly identical appearing business cards. The sheer tedium of real estate agent business cards is surpassed only by those used by lawyers and accountants.

If I were a residential real estate agent I'd have, in addition to my standard boring business card, a good supply of this card to stick in the door of every FSBO I passed. All my usual contact information would be printed on the back side of the card.

Bodacious business cards: Rethinking business cards

Rethinking business cards


After looking at thousands of business cards over a lifetime, a person
has a good idea what they are, what they are for, and what to expect. A
name, address, phone number, and various other methods of contact, with a
logo perhaps or a photo of a grinning face, and there you have your
basic business card. What more is there? When was the last time you
were surprised and delighted by a business card?

I have a different way to look at business cards.

I see a business card as a blank two-sided canvas. With about 7 square inches per side, a business card presents a very small blank canvas to work upon, but its blankness stands as an open invitation to print anything I wish in any style I can imagine.

The utter sameness
of the business cards I've seen over the years tells me that there is a
vast unexplored gap between the unquestioned business card conventions
and the untapped potential.

The small size, portability, and
picayune cost of business cards make them a perfect marketing tool. The
ideal is to have a "you gotta look at this" or a "put this one on the
bulletin board" type business card. You can have seasonal business
cards, holiday business cards, humorous business cards, pin-up girl
business cards, special offer business cards, limited time business
cards, and inspirational message business cards, or more.