Buying printing can be an intimidating experience. There are so many choices to make. As a small business owner you may not buy print very often, so you don’t know what you don’t know. Most printers want to deliver a product that meets your expectations (or maybe even exceeds them!) But there’s the rub – you need to be clear on what you want. A proactive print supplier will collect your project details with care, and may suggest other options which could create a better outcome for your business, or be a more cost effective specification or quantity. They may even advise you to choose another product altogether – for example, we’ve been known more than once to talk a start-up business owner out of buying printed letterhead. Unless there’s a specific purpose for it, those precious funds may be better spent on collateral that will grow the business – perhaps a marketing postcard or sales brochure.
What steps are key to keeping your print project on the rails?
- Know your deadlines Put any requirements on the table from the jump. If you have a specific deadline (eg an event or presentation) make that clear. Lead times for print products can vary substantially, so don’t assume anything. Some jobs can be produced while you wait, while others requiring specialty finishing or binding may take weeks. Keep your end of the bargain by delivering your file to the printer in time for them meet your delivery requirements.
- Accurate print specifications You’ll need to choose
- Size
- Shape
- Paper/card style
- Binding or finishing attributes
- Quantity If it’s a new project and you’re unsure, ask to see printed samples. The appearance and feel of the product can be affected massively by the choices you make here. Of course, budget also comes into play here, so be upfront with your print supplier. That way they can offer you the most cost appropriate solutions. As most people know, if you print more, you’ll pay a lower unit price. This can be a great way to save money, but be aware that studies show around 30% of what’s printed goes to waste. Sometimes it’s better to test a smaller quantity first, and when you know it’s working, go back for a bigger bite.
- Print ready files Sounds like this should be a simple step, but it is often the one that causes the most grief. The key thing to remember is that different print processes require particular file attributes.
If you’re on an immovable deadline, don’t forget to take delivery time into account as well – as an extreme example, we send branded calendars to a school in remote Northern Territory which is 4 days from despatch at our Melbourne print centre.
Check with your print supplier at the outset so you’re clear on exactly what they need. If you’re using a graphic designer don’t assume that they’ll be able to comply. Many graphic designers are well organised in this area, but some are still novices. They may be just starting out, or more experienced in designing for web than print.
Correct file setup is critical to the success of your print project.
If you get the file right from the outset, you won’t waste time, or money, on file correction. And you won’t risk ending up with a result that’s disappointing for everyone. As you’ve probably realised, having a helpful print supplier who can advise and guide you through these steps is invaluable. Selling printing shouldn’t be just about taking your order. It’s about helping you to get the best outcome to grow your business. If you’d like to know more download our ebook 11 Secrets to Buying Print Stress Free for more information that will save you money, and headaches. Or call Vivienne Kane on 1300 907 399
