It's no longer enough to sell customers on product alone. Give the customers what they want: an experience. How does that high-end folder with the fancy die-cutting add value? Why is synthetic film a better match for a menu? How can end-users maximize space on a brochure?
Mich.
Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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