Author Archives: Guest Contributor

Who told Franklin to “Go fly a kite?”


By T. J. O’Hara   Terry O'Hara - The Common Sense Czar

 Remember me?  The industry heretic?  The guy who’s not willing to accept that fact that margin erosion can’t be overcome?  Heck, if you’ve read the political satire in my blog and books, you know that I even think our current political process can be fixed.  Talk about being an “eternal optimist!”  So, if there’s hope for a system that’s being intentionally run into the ground for narcissistic gain, there’s just got to be room for improvement in the venerable profession of printing.

I’m wearing my WWFD bracelet today (What Would Franklin Do?), so it’s only appropriate to start out with that question.  If he was alive (and according to Acorn, he’s still registered to vote in three States), what would Franklin do if he was confronted by the commoditization of printing?  Oh sure, he might pursue a career in alternative fuels since he seems to have had a fascination with electricity; he might changes career paths and venture into energy conservation through the development of a more efficient stove; or he might advance the design of reading glasses.  Then again, if we stop printing things, there won’t be anything to read. 

But are we really in the printing business?  The reason I ask that question is because of a Board meeting I disrupted back in 1997.  The company was hemorrhaging money and, as the company’s new “hired gun,” I entered the Board room as a potential sacrificial lamb.  My opening statement was as follows:

 “We claim to have been ‘The Worlds Largest Business Forms Company’ for the past 117 years, and I’m here to tell you – that isn’t even the industry we’re in.  We’re in the business of capturing, utilizing, archiving and retrieving business information.  The only reason we’ve deluded ourselves into believing that we’re in the printing business is because, for about the first 112 of those years, ink on paper was the only viable media through which we could provide our service.  That no longer is the case.  If we don’t learn to transition from an analog world to a digital environment, we won’t even be around in another five years.”

Needless to say, a few of the older Board members needed to be revived, but it marked the day that the company began to reassess its business.  Within a year, we turned a $548 million loss into a $93 million profit.  Sure, we had to switch from red ink to black to print our financials, but it was worth it.

Obviously, redefining who and what we were was important, and it’s just as important to you today.  However, the story does not end there … nor did it end well in the case of the company.  There were other behavioral changes that needed to be embraced that the company wasn’t willing to address.  I left to direct another successful turnaround at a competitor … and my former employer went out of business as a standalone company (being acquired by another firm) … within five years … as predicted.

The moral of the story is:  it isn’t enough just to declare that you’re going to redefine yourself. 

With the growing popularity of the concept of evolving Printing Services Providers into Marketing Services Providers to “get more respect,” it’s important to understand this.  Declaring yourself to be an MSP doesn’t make you one.  I could declare that I’m 7 foot tall, but an NBA team would probable see through the façade.  So will your customers … unless you truly can deliver the services of an MSP.

As a result, you have two choices:  (1) develop the skill sets that will be expected of you as an MSP; or (2) redefine your offering another way.  In regard to the latter, you need to gain clarity with respect to those aspects of business in which you shine.  Is it Speed?  Quality?  Service?  Price?  Two or more of the above?  If the answer is “None of the above,” it might be time to invent your version of the lightning rod, Franklin stove, or bifocals; after all, that’s what Franklin would do.

 If you believe your company is particularly competitive in some area, then think through how you can exploit that strength.  How can you better communicate that differentiation to the marketplace?  If you’re going to become a Marketing Services Provider, a good place to start would be demonstrating the ability to successfully market your own business.  Just renaming it won’t do the trick.

Another key ingredient concerns how you communicate any element(s) of differentiation to your team.  Having directed turnarounds in a wide variety of scenarios over the years (high-tech, low-tech and no-tech firms ranging from start-ups to Fortune 500 companies), there has been one common component:  the people.  Whatever direction you choose to pursue, make sure that everyone on your team is “on board” and embraces it.  Otherwise, they should consider inventing their version of the lightning rod, Franklin stove, or bifocals … somewhere else.

If you want to redefine your business in a way that will distinguish it in the marketplace, do it by delivering a consistently superior experience to your customers; from the way they are first greeted on the phone to the way you follow up after delivering your product and services.  If the behavioral component isn’t firmly established within every member of your team, you’re leaving the door open for competition.


 (T.J. O’Hara’s books (The Left isn’t Right; The Right is Wrong; and The National Platform of Common Sense) are available at and through his website: You can also find his political musings on his CommonSenseCzar blog. blog is available at TheCommonSense

The Common Sense Czar on Printing: To Be or Not To Be. . .

Terry O'Hara - The Common Sense CzarBy T. J.  O’Hara
The Common Sense Czar 

As an executive consultant, my second favorite Shakespearean line is “To be or not to be:  that is the question” … because it covers so much ground in the “hamlets” within which our businesses reside.  As a political satirist, my favorite line comes from King George, VI:  “The first thing we do, let’s kill all the lawyers.”   Seriously, who can argue with that one?  But back to the original quote.  I find it particularly applicable to the printing industry (an industry in which I spent the better part of 20 years and in which I was raised by the nature of my father’s original occupation as a stereotyper … before that craft was eliminated by technology).

Hamlet goes on to say:

“Whether ’tis nobler in the mind to suffer
The slings and arrows of outrageous fortune,
Or to take arms against a sea of troubles …”,

It’s almost as if he was speaking directly to the printing industry!  For as long as I can remember, the printing industry has been “Going Out of Business.”  Back in the ‘80s, its death was to be attributed to some mysterious acronym (WYSIWYG).  In the ‘90s, it was digital print and another acronym (BPO) that were going to lead to its demise.  Now, I’ve been informed that it’s a mutated version of those past plagues and yet another deadly acronym (MSP) that will end the printing business as we know it.  Talk about your “slings and arrows of outrageous fortune!”  What’s a poor old printer to do … “take up arms against a sea of troubles?”  Hey, why not?  It’s not like “change” is anything new … although you can apparently get elected if you just promise it.

Centuries ago, squid ink on papyrus gave way to block printing … and a lot of Pharaohs, who fretted, went out of business.  Yet, printing survived.  Block printing vanished at the hand of Gutenburg, who introduced the concept of moveable type in 1455.  At least Gutenburg knew how to maintain margins; printing Bibles that cost about three-years of a common worker’s wages.  Of course, the first Bible took him three years to print, so maybe he wasn’t exactly a Wall Street fat cat.  But later that century, Aldus Manutius began the margin erosion we’re still experiencing today … no, not by inventing PageMaker® … but by printing more and more “classics” at a lower price.  Darn him anyhow!  How will printing survive?  Yet, it did.

Today, we bemoan the fact that printing is nothing more than a commodity … and “nobody loves us!”  Of course, Gutenburg probably said the same thing at some point.  Print technology has evolved to the point where anyone can find a niche within which they can compete.  We think it’s a good thing that the hardware manufacturers have had to bring their prices down to the point where most Print Service Providers can afford it.  We also like the fact that the hardware side of the business now makes efficiency and quality more uniformly accessible to PSPs in general.  Commoditization on the hardware side is a good thing.  We just don’t want it creeping into the printing side of the business.

It’s the Print Buyers who have ruined the industry.  I’m just sure of it!  They put a gun to our head and forced us to lower our prices.  We didn’t have any choice.  We entered into document management contracts knowing that we’d initially sustain a loss … but hoping that we could change the specs and ratchet up pricing over time.  Then, those SOBs (which stands for “sons-of-a-businessperson” so as not to offend anyone) would send out an RFP at the end of our contract … just when we started to recover from our earlier losses.  So, we’d just have to repeat our mistake to retain the business.  It reminds me of a quote that’s often attributed to Einstein but actually originated with a printer by the name of Benjamin Franklin: “The definition of insanity is doing the same thing over and over and expecting a different result.”  Doesn’t it just drive you crazy?

So, how do we pull out of this death spiral?  How do we restore acceptable margins to our business when print quality and delivery are so close among competitors?  The latest craze seems to be to abandon our role as “Print Services Providers” and head for greener pastures.  We’ll just have to rename what we do to something that sounds more exciting. Yeah, that’s the ticket!  We’ll just re-brand ourselves, and the unsuspecting public won’t know the difference. Hey, I know … let’s call ourselves “Marketing Services Providers.”  That will fix everything!  But first, “let’s kill all the lawyers” … and while we’re at it … all the Print Buyers who just couldn’t get accepted into law school.


Next time (if I’m ever invited back)… I say “we take arms against a sea of troubles” and explore how to actually fix the problem!


 Editors Note: T.J. O’Hara’s books, The Left isn’t Right; The Right is Wrong; and The National Platform of Common Sense are available at and through his website. We are very pleased to have him as a guest blogger here on TheDigitalNirvana and also recommend visiting Terry at

Personalization – not just for Direct Mail Anymore


Orange County Printing (OCP), a Consolidated Graphics, Inc. (NYSE: CGX) company, has launched Forte Select, a line of personalized promotional gift and apparel items.   Unlike traditional promotional product providers, Forte Select enables users to create one-off pieces such as mugs, mouse pads, and t-shirts that are personalized with individuals’ names, images, or other custom content.  

“We are among a select group of companies offering the ability to personalize promotional products, and view this capability as a way to broaden and enhance the marketing resources of our customers,” said Tarek Korraa, president of Orange County Printing and creator of Forte Select. “Our customers are demanding a more personalized marketing experience, and now we can offer uniquely customized promotional products in addition to our custom pulp products such as photo books, custom calendars and variably printed direct mail pieces.”

 These personalized promotional products are printed through a dye-sublimation or digital inkjet process, and enable customers to avoid the costly setup fees, quantity minimums, and other costs that are inherent considerations when producing most promotional products.

Marketing yourself in Marketing


By Neal Boornazian, President/CEO, Wilde Agency

In today’s competitive market, experience, tactical expertise, education, and a mantel-full of industry awards may not be enough to land you a job, let alone your dream job. In fact, they may only be enough to get you a “thanks for your time.” To stand apart, you’ll need more.

I’ve interviewed and hired a lot of candidates and have come to recognize the importance of an expanded skill set that goes beyond the traditional and expected. Let me share two things I look for in an account director for our agency.

First, be human. Too many of the candidates we see try to be perfect. They focus on what they’ve accomplished, their successes, and how “good” they are. As people, I think we can learn far more from our failures than from our successes. I learn far more about a candidate and his or her true strengths by learning about how they’ve dealt with adversity.

The truth is, things happen. Unpredictable things. Not always good things. Especially in direct marketing, and especially in account management, or as we refer to it, client advisement. Emphasize how you’ve been tested by and navigated through something for which you couldn’t have prepared. Describe a situation in which you’ve been uncomfortable yet followed the truth, won a hand with the cards you were dealt–or ground past the status quo to achieve something notable. Remember, it’s not about the products, it’s about the process.

Second, as with any communication, you need to be relevant. Know the company you’re speaking with. Go beyond what’s published, and find out what makes them tick and what their aspirations are. Knowing where they come from, where they want to go, and how you can help them get there–information that’s relevant to your interviewer–can catapult you out of the pack and into the lead…and help managers separate the best people from the best resumes.

Tradeshows worth the Travel – Take a Look


Hopefully this past summer represents more than great vacations, and marks an inflection point for our industry from the hunkering-down strategies during the recession to optimism and planning for future opportunities.

The timing is perfect to explore these opportunities as the conference and trade show season starts to heat up. While webinars are a great way to take an intensive look into specific topics, the trade shows allow you to take a deep dive and learn best practices from your peers, explore new technologies and new and exciting business models. Some events are more invested in conference sessions while others focus on the show floor – some do a pretty good job of balancing both.

For example, print providers and application owners alike may consider attending the Document Strategy Forum in Chicago (September 13th – 15th). This show will help you understand the changing requirements for mission critical business communication – mostly oriented to transaction printing with some multi-channel communications sessions. This event is more conference and less tradeshow and is a good place to network without being overwhelmed.

The favorite in the printing industry is Graph Expo, which is being held October 3rd through 6th at the McCormick Place in Chicago. Most of our industry segments are represented at this show, including graphic arts, books, newspapers, direct mail, transaction, display graphics, and labels and packaging. The event has a big conference and a big tradeshow – there is a lot to see and learn across all of these segments.

For a deeper dive into the specialty market, SGIA 10 in Las Vegas might be the right show for you (October 12th through 15th). If you want to learn how to produce images that end up on retail floors, vehicles, textiles, ceramics, and bathroom sinks, then this is definitely a must attend show.  If you want to take an even deeper dive into the textile market, perhaps you should attend the IFAI Expo Americas 2010 show in Orlando.

Or, the photography market might be beckoning you. PhotoPlus Expo will be held in NYC (October 28th – 30th). This is a perennial favorite for the professional photography industry.

Many of our industry associations also have niche conferences and I suspect that attendance at these events will be much higher than prior years. Often attending these conferences enables discounts on membership and future events and webinars. Supporting these industry associations also tends to pay dividends for our industry. That’s one of the many reasons that Oce supports them. For example, Oce is sponsoring the Pacific Printing and Imaging Association’s fall conference (, and the PINE ( Print Management Conference in Newport, RI (October 16th – 19th). Printing Industries of America (PIA) will be hosting their Converge conference (November 6th – 9th). This is a good show to explore the latest in new technologies and cross-media trends.

These are just some of the industry events that I’m considering attending. If you haven’t been to any of these events before, I highly encourage you to look into them. For those of you who are regulars, I look forward to reconnecting. I’d also be interested in hearing feedback on these shows and recommendations of others that do a particularly good job on either the educational or tradeshow aspects of the event.

Is there a place for Small Businesses in the Printing Industry?


By Doug Fruscione, Director of Procurement & Estimating at W. A. Wilde

Like a bidding war at an auction house, the printing business has been undergoing a fairly silent, yet the biggest consolidation this industry has ever seen. In addition, there have been an unheard number of plant and company closures resulting in a shrinking of the industry. This has led to a unique environment for buyers like us and a shift in the industry that has always been dominated by small business.

To first understand the impact of this current trend, you must take into consideration that printing is not just a big business–it is the biggest. US domestic printing is an $83+ billion industry that tops the automakers in terms of size and the number of people it employs (1+ million). Sounds pretty outrageous until you stop to think about it. In a society that’s constantly in search of access to information and literally obsessed with record-keeping, it stands to reason that printing is ubiquitous. From new car manuals to tabloid newspapers to t-shirts to those little tags on mattresses, nearly every product calls on the printing industry somewhere along the line. Put in that light, the numbers don’t seem so far-fetched. So the big question is: if the printing industry is suddenly starting to be controlled by a small group of industry leaders and many of the 70,000 plants in the country are shutting down, what happens to principals such as market competition and market controls such as “supply and demand”. . . not to mention the people and personnel it effects?

In the last year alone, as the economy has struggled, the industry giants have been buying up large portions of the market through mergers and acquisitions. This has pushed out the middle part of the market and, at the same time, made it difficult for smaller shops that make up the largest percentage of the industry to compete. Huge print companies like RR Donnelly, Quad, and Quebecor have acquired other players like Cenveo and Bowne and have solidified their hold on the market. Even in our own backyard, six very prominent regional shops have succumbed to economic pressures. This is a result of the economic times, coupled with a reduction of work available and renewed competition by these large national companies. With everyone competing for a slice of a much smaller pie, it has become increasingly difficult for these smaller shops to storm the weather.

As the volume of work continues to shrink and the number of players competing continues to shrink, we as buyers are faced with a market place driven by issues such as risk aversion and longevity tied to heavy pricing pressures. The landscape for print companies is really changing. Former relationships are always in question these days, and price and fiscal viability have become the benchmarks by which these companies are measured. The good news is that those with solid portfolios and strong business practices seem to be rising to the top. There is no question that once things have found equilibrium that there will be more work going to fewer players and that we as buyers will have fewer choices, less competition driving the marketing, more pressure to use the big companies, and less influence.

So for an industry that has remained fairly unchanged for so long, the next few years will usher in an era of reinvention and realignment. I believe that companies that have a business strategy that can readjust, be nimble, and be reliable will rise to the top and may be in a position to challenge the goliaths on the block–others may soon find themselves on the auction block. 

What do you think smaller firms need to do to survive and thrive in this market?

Reynolds Fundraiser for LIVESTRONG


By Pete Basiliere

What do you do when a family member is stricken with cancer?

You offer support in any way you can. Encouragement. Prayer. Help with the chores, pay a couple of bills. Whatever it takes to help him or her focus on the fight at hand.

The same holds true for your extended family, doesn’t it?

You offer support in any way you can. Whether a lifelong friend, a neighbor, a colleague at work, you naturally want to help.

As part of Team Centurion, I’ve joined with colleagues from around the globe to raise money for LIVESTRONG, the cancer foundation started by cyclist Lance Armstrong, on behalf of our good friend and fellow printing industry analyst, Steve Reynolds.

Steve selflessly raised money on behalf of other cancer victims by riding in three LIVESTRONG “Century” (100 mile) events over the last three years. This year’s ride would have been Steve’s fourth ride except for his June diagnosis of Stage 4 Colon Cancer. Despite the advanced stage and extreme seriousness of his situation, Steve is rising to the challenge and has begun his fight.

My colleagues are normally competitors with each other and Steve, but we’re united by something much more powerful than commerce – hope, courage and a determination to crush cancer. I will be joining colleagues and friends the afternoon and evening before Graph Expo opens in Chicago on October 2nd to show our support for Steve.

People who have been Steve’s customers and competitors will take a spirited 1.5 mile walk to show our support of his personal fight against cancer. We will gather at 4:30 at The House of Blues in downtown Chicago during which we’ll stop to toast Steve at two pubs.

Then, at 7:00 PM, we’ll arrive at the D4 Irish Pub & Cafe for a reception and dinner buffet sponsored by AR Advisors, Oce, Ricoh and Xerox. Everyone, whether a walker or not, is welcome to join us at the dinner. A $25 minimum contribution to LIVESTRONG is requested. Join us any time during the evening that’s convenient for you, but please confirm your attendance in advance if at all possible.

Coincidentally, October 2nd is “Livestrong Day,” so named because on that date in 1996 Lance Armstrong was diagnosed with cancer. Or, as he put it: “The day I was diagnosed with cancer was the day I started to live.” Lance realized he had to grab hold of his life and take nothing for granted. He made a decision to face his illness with courage, strength and dignity. On October 2, Lance Armstrong became a survivor.

The money raised in Steve’s honor by Team Centurion will go to support LIVESTRONG’s programs and services, which inspire and empower people affected by cancer. If you or someone you know is diagnosed, these resources will help them to face the challenges of cancer, head on, and live life on your own terms.
Please support Steve and help make a difference in the cancer fight.

Come to the events in Chicago to demonstrate your support. If you cannot make it, no problem. Simply visit the Livestrong website to make a contribution

Thank you!

Fly with out the PowerPoint


By Ed Cunningham, Vice President Sales W. A. Wilde

I was flying home from a new business meeting the other night and realized I was in rarefied air…but not in the plane. This air was in New Jersey of all places. It was the fresh air that my team was breathing when we presented to a prospective client without the aid (read: “crutch”) of a PowerPoint presentation. Got the client, by the way…

Oh, we had one in the bag, but thankfully, we never took it out of the bag. We just talked and connected with the people in the room.

I heard a guy that is much smarter than me, Glen Urban of MIT, talk about a new dynamic that we are all playing under called TRUST. People (note: I didn’t say companies) want to partner with people they can trust. In his estimation, everyone wants to trust–they just don’t know who to trust. By connecting with the people in the room without the barriers of the computer, the cords, and the overhead projector, we quickly established ourselves as a group that was not hiding behind anything: we could be trusted. In turn, that helps build customer loyalty.

Why else was not having a PowerPoint so effective? People are tired of them.

This client even jokingly said, “Thank God you’re not going to do a PowerPoint. We’d just rather talk.” Enough said. They want to talk so they can gauge what kind of person you are and if they can trust you. Only then will they open their kimono and tell you what their real problems are and specifically what you can really do for them. Once you understand their pain, you can give them an honest assessment of your solution against your competitor’s.

Need more reason to ditch the Powerpoint? I’ve got 250 million more.

According to Microsoft’s own estimates, there are 30 million PowerPoint presentations made every day. EVERY DAY! I couldn’t believe it either. Imagine the dollars wasted on making so many people sit through so many poorly constructed and prepared presentations. I saw some astounding guestimates on the total dollars wasted, and it looks something like this:

  • 4 people per presentation
  • 1 half hour presentation
  • 1 half hour presentation = a quarter of the time wasted

That means that we are wasting 15 million person hours per day. At an average salary of $35,000, the waste per day nears $252 million!

Let’s take a step back, and figure out how we got here and how we get out.

We have 3M to thank for the advent of the slide presentation. With the advent of plastic film, companies were suddenly able to produce computer-generated slides which would be projected onto a wall through an overhead projector. Then came PowerPoint.

PowerPoint was originally built for the Mac. The original name of the program was Presenter; however, due to some trademark issues, it was later renamed and released as a software package in 1987 by Forethought. Microsoft acquired Forethought and quickly added the software to its Office Suite. Seems to me that if smart guys like Bob Gaskins and Dennis Austin named it Presenter, they assumed that we would let the software take over the presentation–and that’s exactly what many of us have done the past few years.

An old article I saw by Edward Tufte reminds us that our misuse of PowerPoint has also allowed the presentation to become a substitute for the presenter rather than a supplement. He contends that the misuse breaks one of the more important rules of speaker which is respect your audience. He also demonstrates where these presentations can be misleading and dangerous.

So how we get out of this rut? I subscribe to the KISS mantra on this one. So I have 3 easy steps for you to follow:

  1. Stop using PowerPoint tool as a crutch.
  2. Become the presentation.
  3. Look them in the eye (without the glare of the projector), connect with your audience, and build their trust in you. 

Editor’s Note: Ed also claims that by leaving the projector and the laptop back at the office, his presentations are not only more effective but he is also flying through airport security these days. That would make 250 million and 1 reasons to lose the Powerpoint!

Learning from 2009. Planning for 2011.


By Tom A. Wilde, CEO & Vice Chairman W.A. Wilde

Here we are: the dog days of summer. For marketing departments, it’s prime season for planning—for both the balance of the year and ahead to 2011. So what’s worked so far in 2010? It’s no secret that marketing departments were hit heavy by budget cuts in 2009 because of the economic downturn. However, the lessons from the prior year have started to payoff in 2010; we are more resourceful and more efficient with our smaller marketing budgets.

In 2009, some direct marketers were quick to cut direct mail from their marketing mix and focus solely on the online channel. In 2010, direct mail has made a comeback. Marketers have realized that when used effectively, it is necessary to their multi-channel marketing mix and can be one of the best tools for starting a conversation with their customers.

To that end, the advent of digital printing methods has allowed increased flexibility for companies to be more audience-focused. It’s not enough to just personalize the greeting of a marketing piece; marketers can use the technology to create campaigns that speaks relevantly to their customers at the individual level based on demographics and previous engagement with campaigns. Further, digital print technology allows for these greater design freedoms with quicker turnaround times.

Marketers can leverage direct mail as a launch pad for their online marketing efforts. For instance, a highly personalized direct mail piece can drive a customer to a PURL where they can access highly personalized online content that is specific to their engagement with the company. The PURLs then can direct customers to the company’s social media sites, such as Twitter and Facebook, where they can engage with fellow customers and ultimately creating a community around your company.

As you look to the rest of 2010 and beyond, remember the lessons of resourcefulness and efficiency when planning your marketing programs. Find out what channels are most effective at getting them to act, and use that marketing mix to create a cohesive marketing message. Create conversations with your customers, don’t talk at them in some channel that they aren’t even listening to.

Direct Mail: A Window to the Human Mind


By Nancy Harhut, Chief Creative Officer, Wilde Agency

You want a window into the human mind? Look at some direct mail pieces. How people respond to them — or don’t — can tell you plenty. That’s because direct mail is all about psychology. It’s understanding what makes people behave the way they do.

Take outer envelopes. What will make someone open one? The smallest of details can tip the balance. Is there a return address? Is it accompanied by someone’s name? Is that name pre-printed? Or was it “added on” just before going out? Then there’s your color choice. Paper stock. Postage type. Type font. All this before the headline and visual (if you even have them) register.

When you think about it, the odds are hugely against us. Everyday, people are bombarded with more and more advertising messages. Then they come home from a long day’s work, stand over the wastepaper basket, and sort their mail. We have mere seconds to deploy enough knowledge about human nature to get our packages opened.

And yet, everyday great new direct mail pieces emerge. Some of the best work in the industry is being done today. Our targeting methods are more efficient. Our options are greater. And our creative people are more talented. But the big difference, in my opinion, is that we know more about what makes people tick today than we ever have. And that’s key. Because in order to capture your prey, you first have to think like them.

Social scientists and behavioral economists have shown that human beings have developed certain automatic or reflexive behaviors. They’ve identified:

  1. Compliance triggers
  2. Loss aversion
  3. The principle of reciprocity
  4. Social proof
  5. The pull of the magnetic middle

And numerous other influencers to human behavior. Take what they’ve learned and apply it, where appropriate, to your programs and communications—which helps make your customers and prospects more likely to do what you’re asking them to. Want to learn more? Register for my August 4 webinar (Why people do what they do – an how marketers can use it to their advantage) and find out how to harness human behavior triggers in your direct marketing efforts.