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"You've got to create a niche in order to be able to cut out a piece of the market for yourself," he added.
Try to be innovative, Elhami advised, find applications that solve problems for the customer. Simply selling one-color, slap-on labels is not going to produce stellar results.
"If you create a label that has special dies and special cuts, the die is expensive enough that the customer is not going to prostitute you on price," Elhami said. "The die could cost a couple thousand dollars--it's an intricate die.
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