In developing a print marketing strategy – or really any marketing strategy for that matter – it is important that business owners always assert themselves as leaders in their field.
Of course, it is one thing to claim to be an expert, it is another thing to actually be an expert, and in today's fast-paced and information-driven business environment, consumers are increasingly adept at quickly researching and discovering who is an authority and who isn't.
"If you're an expert in your field, people will pay the price tag on whatever product and service you offer," author and marketing expert Susan Friedmann told Inc. magazine.
One way to help build up this creditability is through information – be it original content or data distributed through a direct mail campaign. Postcards, newsletters, emails – these are all viable formats for distributing such content.
"Your credibility comes with giving away information. If this is the value I'm getting for free, what will I get if I pay for it?" Friedmann adds.
For that matter, it helps to already have some sort of knowledge in a given field, which may arise from a simple passion.