Avoiding pain when printing and mailing your magalog

The first big design project I ever worked on was a 300+ page training course. The project included a binder cover design, CD labels, and a number of other elements that had to be printed.

The company I was working with used a print broker. In fact, quite a number of my clients over the years have used a broker. If you’re not familiar with how they make your life easier, let me pass along some basic information.

Unless you already have a process in place, choosing a copywriter and designer, and then printing and mailing your project, can be a daunting task.

I’ve been through the process with enough clients to know that one of the things they appreciate most is working with professionals who will take care of details that they either don’t want to deal with themselves, or have no experience with.

Does a print broker cost more? If it does, you’ve got the wrong broker.

The one thing you hear most often when talking to someone about using a broker for the first time is, “Won’t I pay more because I’m having to pay the broker as well as the printer?” Not exactly. Here’s why.

The brokers, at least the ones I know, work with a handful of printers who specialize in different types of projects. Because the brokers are bringing in business the print shop might not otherwise get, the printer is happy to give a better deal to the broker. The broker then passes those savings along to the client, minus a fee for himself.

Even with that fee, your cost can still be lower than if you had went on your own to the same printer. In fact, I’ve heard stories of businesses getting a price from a broker, then trying to go behind the broker’s back to get a lower price by working directly with the printer and avoiding the broker’s fee.

They’re shocked to find that the price is actually higher! Why is that?

Why brokers can get better prices than you can

A good print broker can be bringing in literally millions of dollars a year to a print shop. The print shop may only market itself locally while the broker could be bringing in business from anywhere. Because of that, you better believe the print shop is going to give the broker a good deal as a “thank you” for bringing in extra business and income.

You, on the other hand, not having a long history with the printer (if any) is getting the “regular” printing rate. In fact, chances are you’re talking to a print shop salesman like everyone else who calls. The broker, meanwhile, is often working directly with the print shop owner or manager.

Again, that’s because they bring in so much business to the print shop, they go straight to the boss. If you’re working with a small print shop, you may be talking to the boss, too. But then we’re back to the issue of the broker bringing in far more projects than you are.

Because of his/her experience, the broker is also going to be able to advise you on the best type of paper to use for your project, and steer you around some common print issues that can trip up a project. That makes sense… a broker who’s been in business for a while has probably seen it all.

Many brokers can also handle the mailing of your piece if that’s required. Mailing is a whole separate topic that can drive you to tears. But with a solid broker, that’s one less thing you have to worry about.

Unless you’re totally happy with your print/mail process, and know for a fact you’re getting the best price and service possible, I strongly advise you to at least talk to a print broker and see if they can make your life easier.