Tuesday, April 14, 2009

It's not Web to Print. It's DIY Printing.

Everybody loves DIY. My granddaughter always wants to do it herself. If I have the time I much prefer to do it myself. Creatives always prefer to do it themselves. If it's important, everyone becomes a creative, and wants to do themselves. That's why it's so hard to get teams to work together.

The printernet (ground > cloud > print) brings in huge new markets of people who don't want to find, communicate, wait for, or trust a printer. They want to Print themselves.

So . . . one path to success is to be the Home Depot or Martha Stewart of Print. Since it's so time consuming to deal with customers, always give them the choice of doing it themselves. That's what they really want to do anyway, if they have the time.

But if you describe it as "Web to Print" nobody knows what it means. It makes it sound important. "Words spoken to sound important" is Dr Frankfort's definition of "bullshit."


  1. So true. "Web to Print" just sounds like too much work. Of course it is in most cases - but it doesn't have to be. Anyhow, I love DIY Print! I'm with you on this one.

  2. I think the problem is that grown ups think they have to use words to impress people, as opposed to communicate to people.

    My other disfavorite is VDP. Always sounded slightly like a venereal disease to me. What's wrong with database publishing or database print. That's what it is.That's what it always was.

    So, if you have a database, you should think about printing it.

    It's a long list, but some of my other disfavorites are " a leading provider of x,y,z"
    and of course "the robust scalable solution that will increase your ROI"...yikes! Would you want to buy " a robust scalable solution" if you were worried about saving or making money or staying in business?

  3. By the way, I love the enthusem concept. Email me some press releases.. but please don't tell me you're a leading provider of database marketing solutions for micro, small or medium business.

    Anyways, do you have an affiliate or reseller program? It would be neat thing for a PSP or PSD salesperson to use to get rid of those nasty little jobs no one wants to do.