People frequently ask their printer to rush jobs for them – needing the finished product ASAP or requesting special consideration to get the project printed on a short timeline. One printer capitalized on this phenomenon and made it their business model: promising four-color printing within tight deadlines.
Fresh Color Press is “the home of superb fast-turn, short-run digital collateral printing.” Translated, that means that they expect you to need your print job on a tight timeline, and are set up to anticipate it and accommodate you with a smile. Instead of being made to feel like the printer is doing you a big favor to process your job under an impossible timeline, Fresh Color replies with “no worries, we can still easily get them done.” Even their shipping labels say: “We get it. We’ve got this.” And they do!
Fresh Color is a living example of the high-end firm doing well (see dot 2769). They cost more than the average printer, but their quick service is priceless.
Think about what your clients really want from you. What do people ask for that you aren’t set up to provide? What causes you inconvenience but people frequently request it? What would you like from others who provide what you do? Maybe there is a niche waiting for you to leverage.