When you begin telling the story of "How Your Shirts Are Printed (Decorated)," your customers will be surprised. Make sure you include things that your competitors don't and tell the story about why you do this. individual parents or a group of several parents foot the bill for the difference between the gold and silver packages because they are too busy to attend to the details and they feel they deserve a better-than-average package. There's nothing wrong with positioning your services this way. That's why they're driving a Lexus or Mercedes instead of a Toyota. yourself as the only possible choice for providing their decorated garments. Pose the questions your competitors can't answer. At the very least, it will cause them to become more professional and up the level of service in your market. Even if you do not win every order, you're effectively positioning yourself as the knowledgeable market leader who has the client's best interest at heart. PULLING IT TOGETHER Mark Coudray is a respected and wellknown industry innovator and strategist. His works have been published in more than 400 papers, columns, features and articles in every major publication in the United States and abroad. Coudray has been an active member of the Academy of Screen Printing and Digital Technology since 1989, and has written for Impressions since 1978. For more information or to contact Mark, email him at coudray@coudray.com. The content of your marketing materials, website and email programs must be solely focused on the beneļ¬ts to consumers. You must identify all the problems they will face and educate them on the solutions you offer. You want to make it as easy as possible to do business with you in as little time as possible. By carefully studying all the steps in the process, you can effectively position impressionsmag.com Use Info*Action #25 at impressionsmag.com/infoaction June/July 2014 | Impressions 49http://www.corel.com/IMP2014 http://www.corel.com/IMP2014 http://www.amazon.com http://www.impressionsmag.com/infoaction http://www.impressionsmag.com