Don Linder, AGS Business Systems

Don Linder, AGS Business Systems  

In this day and age of social media and ever-increasing choice, consumers are becoming accustomed to the idea of getting what they want, when they want it and where they want it. And experts say that this trend for more personalisation and customisation isn’t going to go away any time soon. According to a Deloitte consumer review done last year, consumers and clients will wait longer and pay a premium for products or content that they perceive to have been tailored to their unique requirements.  

This matches what I’ve seen and experience as well. In an environment of bland marketing copy and fake news, customised content is king of all communication. Customers don’t care about your company’s achievements, but they do care how your company can specifically make them better off – whether it’s how you can improve their bottom-line, or how you can reduce their frustrations, or how you can solve their problems or how you can make opportunities for them.  

Here’s where customised brochures and small-print runs can help you. While you might think that mass printing could achieve economies of scale, the fact is that customised, smaller print batches could actually benefit you more.  

For one, this lets you target niche groups, allowing you to highlight specific selling points for each group. For example, you could develop different brochures for specific vertical industries that have different priorities, needs and wants. The needs of your typical customers in the accounting field will likely be different from your typical church. 

Or you could even generate a brochure or report that’s unique to just one client. This works out great for real estate agents, investment advisors, property inspectors and so many more businesspeople for whom delivering top-notch customer service is important. As I’ve mentioned in previous columns, delivering top-notch customer service can be a very powerful differentiator for your business. 

Give it a try and see how effective customisation can be for you and your business.  

AGS Business Systems has been providing office technology to Vancouver Island customers since 1976 and prides itself on being 100% locally Island owned and operated. Don Linder can be reached at 250.871.0116 or 


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