2 Regular Guys Podcast

It’s one of our favorite shows of the year! The 2 Regular Guys are kicking off awards season by revealing the 2025 REGGIE Award categories. The industry’s only awards fully nominated and voted on by the garment decorating community. We’ll share what’s new, what’s returning, and how you can make your voice heard in celebrating the people and companies making a real impact. As a special bonus, Aaron Montgomery will close out the episode with a powerful segment on The Uncommon Mindset. The thinking that separates those who just get by from those who create lasting success. You’ll walk away inspired, informed, and ready to nominate your favorites (and maybe yourself) for this year’s REGGIEs!

Tired of bouncing between SanMar, S&S, and alphabroder just to compare prices?

PromoHunt’s free browser extension does the work for you—automatically showing you price and inventory comparisons across your favorite suppliers while you shop.

Join 7,000+ decorators already using PromoHunt daily.
PromoHunt.com

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Terry: I’ve changed my name on all my social media to NOBODY

So now I can press the ‘like’ button on any stupid post and it’ll say NOBODY likes this

The REGGIE Nominations are officially open – Nominate today at https://www.2regularguys.com/reggies/

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.

This week on the 2 Regular Guys Podcast, Aaron and Terry are joined by industry expert Erich Campbell for a no-nonsense look at the myths that keep decorators stuck. From the belief that you have to be the lowest price, to the idea that buying more equipment is the fast track to success, to trusting that YouTube or a supplier’s rep has all the answers, we’ll tackle the stories that sound good but cost shops time, money, and energy. Together we’ll break down why these common assumptions don’t hold up, and share what actually leads to growth, balance, and long-term success in this business. If you’ve ever wondered whether small shops can compete, if you should accept every order, or if working harder is really the key to getting ahead, this conversation is for you.

Tired of bouncing between SanMar, S&S, and alphabroder just to compare prices?

PromoHunt’s free browser extension does the work for you—automatically showing you price and inventory comparisons across your favorite suppliers while you shop.

Join 7,000+ decorators already using PromoHunt daily.
PromoHunt.com

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Aaron: I’m reading a new book about anti-gravity.

It’s impossible to put down.

Myths That Hold Decorators Back

https://www.printingunited.com/attend/ – Use code 2RG25

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.

In 2025, apparel decorators are facing uncertainty, shifting technologies, and more noise than ever before. That makes hands-on learning, real conversations, and in-person events more valuable than ever. In this episode, Cassie Green from Apparelist and Printing United Alliance joins the 2 Regular Guys to share why face-to-face training and networking give decorators an edge and how in-person experiences differ from what can be learned online. She also provides a behind-the-scenes look at the Apparel Zone and the new AI Pavilion at Printing United Expo 2025, while keeping the focus on the bigger picture of how decorators can apply these lessons whether they attend Expo or not. Listeners will walk away with practical insights into vendor selection, sustainable growth strategies for DTF, and the mindset shifts needed to thrive in a year filled with challenges and opportunities.

Tired of bouncing between SanMar, S&S, and alphabroder just to compare prices?

PromoHunt’s free browser extension does the work for you—automatically showing you price and inventory comparisons across your favorite suppliers while you shop.

Join 7,000+ decorators already using PromoHunt daily.
PromoHunt.com

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Terry: My grandkids asked me what I used to play on the iPad as a kid

I told them I used to talk into a fan to sound like a robot

Terry: Welcome – Give us a brief Cassie 101…

Aaron: You know we love education here, and that has something you have always been very close to in the industry. Why do you think hands-on learning is especially important for decorators right now?

Terry: Speaking of hands-on / in-person, the Apparel Zone at Printing United Expo has become a hub for decorators. What makes it a useful model of hands-on education?

Aaron: AI is buzzing everywhere—what’s the real takeaway for decorators when it comes to AI tools in business and production?

Aaron: We’ve had a tumultuous 2025—how do in-person events help decorators find clarity and direction?

Terry: What role does networking play in shaping a decorator’s long-term business success? (Maybe share a story where attending an in-person event directly helped a business shift or grow?)

Terry: What would you say to the shop owner who thinks, “I can’t afford the time or cost to attend an event”?

Aaron: At the Apparel Zone, I get to chat with Rob Super of American Print and Supply about – What to Look for in Your Digital Vendor. We are both excited about the topic. Why is this important to think about for apparel decorators?

Aaron: If decorators took just one mindset shift from events like these, what should it be?

Terry: From your point of view, what lessons can decorators take home even if they don’t attend Expo this year?

Terry: Let people know how they can register to attend the Expo, learn more, connect with you, and check out the amazing content you share through Apparelist all the time? – https://www.printingunited.com/attend/ – Use code 2RG25

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.

We’re continuing our conversation on planning for the busiest season of the year! In this follow-up episode, Aaron and Terry dive into the second half of our holiday preparation series for garment decorators, screen printers, embroiderers, sublimators, and DTF shops. This time the focus is on what makes or breaks Q4: clear customer expectations, simple and effective holiday marketing, and protecting your sanity while staying profitable. Learn how to set realistic cutoff dates, communicate policies that keep customers happy, and create a marketing plan that helps you stand out during the holiday rush. We’ll also talk about why saying “no” is sometimes the best business decision you can make. If you want to finish the year strong without the burnout, this episode gives you the practical strategies and encouragement you need to thrive this holiday season.

Tired of bouncing between SanMar, S&S, and alphabroder just to compare prices?

PromoHunt’s free browser extension does the work for you—automatically showing you price and inventory comparisons across your favorite suppliers while you shop.

Join 7,000+ decorators already using PromoHunt daily.
PromoHunt.com

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Terry: You know when you buy a bag of salad and it turns brown and soggy really quick?
Yeah, a bag of cookies won’t do that

Segment 4: Customer Expectations & Policies

Setting cutoff dates, rush order policies.

Importance of clear deadlines and transparency.

How early communication prevents complaints.

This will not only be appreciated by your customers, but also subtlety let them know you are a serious and in demand decorator.

The big deadline for most of us will be the last day before Christmas so that your customer can still place an order and receive it before the holiday.

This includes the time to get in any product to decorate, and to allow you time to produce the product and deliver or ship in time.

No one wants their order a day late here.

If you’re new to this, pad your deadlines a bit. It’s hard to turn down orders, but better to have a shorter window for placing an order than by missing holiday deliveries.

Be sure to give your regular customers a heads up that the holidays may stretch out turnaround times, so place your orders now so you’ll be at the front of the production line.

Segment 5: Marketing for the Holidays

Simple Q4 marketing plan (calendar, social, promos).

Teasing products early, loyalty deals, Cyber Monday push.

Focus on specialties instead of saying yes to everything.

Next week I’ll have details for my 4th Quarter Marketing Masterclass and Workshop. Opportunity to be intentional.

Segment 6: Protecting Your Sanity

The power of saying no kindly but firmly.

Balancing workload with profitability.

Choosing joy and pride in being prepared.

Wrap-Up

Key takeaways: forecast, plan, communicate, simplify.

Call to action: start your holiday planning now.

Be sure to read Terry’s article in Impressions Magazine

Your employees might like to give the same gift items they’re boxing and shipping out for you every day. As a screen printer, every year I would have a special and unique holiday graphic created. Employees could place orders for garments at my cost, and on a specified date we would print all the employee gift items as a single production run. Happy employees made for a happier holiday season around my shop, and into the coming year. Help your employees have a happier holiday too.

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.

The holiday season is the busiest and most profitable time of the year for garment decorators, screen printers, embroiderers, sublimators, and DTF shops. In this episode, Aaron and Terry share proven tips to help you plan ahead for Q4 so you can boost sales, meet deadlines, and keep your sanity. You’ll learn how to forecast holiday orders, manage inventory, train staff, and set customer policies that actually work during the rush. If you’ve ever felt overwhelmed by the holiday chaos, this conversation will give you practical strategies to streamline production, simplify your marketing, and finish the year strong. Whether you’re decorating apparel, custom gifts, or promotional products, these Q4 preparation tips will help you avoid burnout and make the holidays your most successful season yet.

Tired of bouncing between SanMar, S&S, and alphabroder just to compare prices?

PromoHunt’s free browser extension does the work for you—automatically showing you price and inventory comparisons across your favorite suppliers while you shop.

Join 7,000+ decorators already using PromoHunt daily.
PromoHunt.com

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Aaron: How many tickles does it take to make an octopus laugh?

Tentacles (10 Tickles)

Segment 1: Forecasting & Capacity

Terry: Looking at last year’s numbers & trends.
Aaron: Best-guess projections if you’re newer.
Discussion: Facing real capacity vs. “perfect world” capacity.

What volume of sales do we expect?

If you were in business during the holidays last year, that’s your starting point.
What dollar amount did you sell?
How difficult was it to reach those numbers?
And how much business did you leave on the table because you were overwhelmed?
If you’ve been in business for multiple years, it’s all the better. You can look at trends up or down for October, November and December.
Is it possible this year for you to add to what you’ve done in the past with new marketing, products, graphics, staffing, etc.?
Or in semi-turbulent times will you be happy to just maintain your previous sales numbers?
Either way, project a number and work backwards on how to achieve it, without the extra hours and the pain, both physical and mental, of previous holiday seasons.
Projections are just that, a guesstimate of what we believe we can accomplish. Your best guess is probably more than most decorators do in the run up to the season.
As the years go by and you track sales and production, these projections will become more and more precise.

What’s your current capability

Do you really know your current capacity?
Unfortunately, most of us imagine our capabilities in a perfect world, not the world we live in day-to-day. It’s hard for you to admit that where we are today is where we are production-wise, but we have to face reality. And know that you can make it better in the future.
If you’re up at night worrying about getting orders out the door, you probably haven’t admitted to yourself at what level you are truly capable of producing right now, today.
Again, be honest with yourself, and then start working toward the things you need to do to increase production.
For this holiday season, we need to work with what we’ve got. Short of a Christmas miracle, you’re more likely to be missing deadlines than magically producing more.
I’ve worked with so many companies that base their sales and production schedules on operating in a world where nothing goes wrong. I don’t know about you, but my production floor doesn’t exist in a sealed bubble of perfection.
Scheduling must take unknown delays and issues into account. I’m not saying sell yourself short on what you can accomplish. I’m saying take off your rose-colored glasses and see what you can do right now, today.
In the new year, let’s focus on becoming more efficient and more production centric. Coming into the holiday season is not the time to try and shake up how you accomplish your current tasks.
Do you have the equipment, staff, and capital to invest in equipment or products and so on, to produce what you anticipate?
Obviously, if you are operating at your maximum capacity and you expect an increase in sales/production over the holidays, you need to make some auxiliary plans.

Segment 2: Inventory & Vendors

Buying smart: bestsellers, practical vs. high-end items.
Building vendor relationships + backup plans.
Anecdote: stocking up too late vs. planning early.

Do an inventory of equipment, supplies, staff and more

Take stock of what you have at hand to work with, whether that be equipment, employees, blank goods, supplies, etc. Think about what potential all these things combined together can accomplish.
Does any of your equipment need some tender loving care? Is it time to replace or buy new equipment? Year-end tax savings can be a good motivator to make that purchase before the new year begins.
As to blank goods or other supplies, everyone else is looking forward to holiday sales as well. Don’t be left scouring the internet to find product at the last minute.
Planning to custom decorate Christmas stockings? Buy them now, before you’re on the “estimated delivery in January” list.

What products or services do you offer that can maximize your potential?

What do you do best and most efficiently that can maximize your profit potential? These are the products and processes where you should focus your attention and marketing. Promoting what you do best and what makes the most money for you only makes sense.
Promote, promote, promote your specialty and what makes the most money per order. That alone can make you more money this season with exactly the same amount of production time and effort as last year.

Segment 3: Staff & Workflow

Temporary help, training before the rush.
Shop layout tweaks, workflow, and realistic schedules.
Showing gratitude and keeping morale up.

Contract decorators

If you don’t have the ability this season to meet your production goals, what are the options?
You could take fewer orders, but that doesn’t make sense, or you could get some production assistance.
Contract decorators are planning for the rush of production just like you. If you wait too long to get a slice of their production schedule, they may be booked up.
Do you know any niche market decorators who don’t participate in holiday sales? They might be your perfect partner. When I sold exclusively in the fraternity/sorority marketplace, I was always looking for contract production between Thanksgiving and New Year’s, and all summer long.
Ask to see samples of the contractor’s work and, if practical, ask for references of other customers (that aren’t your direct competitors).
Anyone who has been in the garment and product decorating game for very long knows that some decorators are better than others. Poor quality work or late delivery could sabotage your entire holiday sales plans.

Temporary employees

Some college students have as much as 6-8 weeks off over the holiday season, and most would love the opportunity to make some money before going back to school.
The more flexible you are, the greater the pool of potential employees. After school high school students (and full time when they’re on break), stay at home moms and dads, second job opportunities to help pay for the holidays, and so on.
A Saturday shift for six weeks or so can add to your productivity. Or an evening shift can broaden your staffing potential to people who work full-time jobs but would love to make some extra holiday spending money.
Have a great employee who can lead that shift? Give them the opportunity to head up the extra hours so you’re not working six or seven days a week, day and night. And with that opportunity, you might just find a potential new manager to relieve some of your burden year-round.
Hire and train before the rush. Yes, you’ll spend a little more money with payroll on the front end, but you’ll gain more productivity in the heat of the season.
It’s far easier to train someone when business is calm as opposed to rushing through it with orders stacking up.

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.

This week on the 2 Regular Guys Podcast, we’re joined by Lisbeth Lyons Black, Director of the Women in Print Alliance, and Adrienne Palmer, Founder of AP Media Group and member of the WPA Advisory Council. We’ll explore the exciting milestone Women in Print Alliance just celebrated, the growing benefits available to members, and what’s ahead as the organization enters its second year of formal membership. Plus, get a sneak peek at WPA’s largest presence ever at PRINTING United Expo 2025 and the many opportunities for women in print to connect, learn, and lead.

Tired of bouncing between SanMar, S&S, and alphabroder just to compare prices?

PromoHunt’s free browser extension does the work for you—automatically showing you price and inventory comparisons across your favorite suppliers while you shop.

Join 7,000+ decorators already using PromoHunt daily.
PromoHunt.com

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Terry: I was driving and came across a temporary road sign that said “Survey Crew Ahead”

Yeah, they’re actually not interested in your opinion. I know that now.

Terry: You’ve both been here before but tell our listeners a little about yourselves. And Adrienne, tell us what you’re doing these days.

Aaron: Lisbeth, for those who might be new to Women in Print Alliance, can you share a quick overview of the mission and vision?

Terry: Adrienne, what personally drew each of you to get involved with WPA and champion women in print?

Aaron: Lisbeth, WPA just celebrated an important milestone. Can you tell us what it was?
Adrienne, why is this such a great milestone for the industry to celebrate?

Terry: Looking back at WPA’s first year as a formal membership organization, what stands out to you as the biggest success or most popular initiative so far? Adrienne, what stands out to you?

Aaron: WPA has a student membership category. Adrienne, why is that important for the future of the industry? Lisbeth, why was this important to the organization?

Terry: Can you both share an example of how WPA has supported a student, an individual member, or a business in a way that shows the power of this community?

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.

This week on the 2 Regular Guys Podcast, we’re joined by Angie Meese of That Shirt Shack. She is a blank apparel enthusiast turned DTG and DTF print pro who’s redefining custom printing with creativity and speed. Angie shares what’s working now in apparel marketing, why not all blanks are created equal, and how to match the right print method to your project. Plus, she dives into the often-overlooked role of packaging and shipping in building loyal customers. Whether you’re just starting or scaling your custom business, Angie brings real-world strategies to help you pick the right products, print with confidence, and keep customers coming back.

Tired of bouncing between SanMar, S&S, and alphabroder just to compare prices?

PromoHunt’s free browser extension does the work for you—automatically showing you price and inventory comparisons across your favorite suppliers while you shop.

Join 7,000+ decorators already using PromoHunt daily.
PromoHunt.com

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Aaron:  I was on a diabetes awareness site, and it asked me if I accepted cookies.

Is that a trick question?

Aaron: Tell our listeners a little about yourself and your journey in the industry.

Terry: Over the past year, what changes have you noticed in how custom apparel businesses are marketing themselves effectively?

Aaron: Where are you seeing the best ROI right now—email lists, vendor markets, local collaborations, or something else?

Terry: How have platforms like Instagram Reels and user-generated content shifted the way you reach and engage customers?

Aaron: What’s your process for helping customers choose the right blank apparel for their project?

Terry: Can you share an example where the wrong blank choice caused issues and what you learned from it?

Terry: How do you explain the differences between DTG and DTF to customers who don’t know the technical side?

Aaron: What are some misconceptions people still have about these print methods?

Terry: Why do you think packaging plays such a big role in branding and repeat orders?Aaron: If a new decorator came to you today asking, “What’s one piece of advice that will save me headaches down the road?”—what would you tell them?

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.

Marketing today can feel overwhelming with endless platforms, ads, and tactics pulling you in different directions. This week on 2 Regular Guys, Terry sits down with Aaron to unpack an uncommon approach to marketing that cuts through the noise. The conversation is based on a seminar Aaron was scheduled to give at GPX Long Beach before GPX shifted away from real education and toward sales-driven sessions. Instead of chasing every new trend or burning out on busywork, you’ll discover a framework that helps small business owners simplify their message, attract the right customers, and build momentum with confidence. Whether you feel stuck, inconsistent, or just tired of guessing, this conversation will show you a clearer path to marketing better in 2025 and beyond.

Tired of bouncing between SanMar, S&S, and alphabroder just to compare prices?

PromoHunt’s free browser extension does the work for you—automatically showing you price and inventory comparisons across your favorite suppliers while you shop.

Join 7,000+ decorators already using PromoHunt daily.
PromoHunt.com

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Aaron: I saw a gentleman yesterday pulling aluminum cans out of the dumpster and he was crushing them.

It was so depressing. (Soda Pressing)

You were scheduled to present this seminar at GPX Long Beach, but GPX pulled back from education. Can you share a little about what happened there and why you still wanted to bring this message to people?

GPX made a decision after I announced working with APAS to terminate their commitment to bring me out for shows as education. They wanted APAS to pay for the time, and that is not what this is about: trying to sell someone something. I respect their choice, but here’s the thing: small business owners are craving real strategies, not product demos disguised as classes. I felt strongly that this message still needed to be shared, so instead of leaving it behind, we’re bringing it right here to the 2 Regular Guys.

You’ve been working with small business owners for nearly 30 years. Why do you think so many still feel overwhelmed or stuck when it comes to marketing?

Most education, when it comes to marketing, focuses on the strategies. That’s great when people have a foundation, but most small businesses don’t, so for them, marketing feels like a moving target. There are so many options—social media, email, ads, networking, SEO now AI, and they are all changing daily. People end up dabbling here and there but never feeling confident. And the reality is, it’s not that they’re bad at marketing. It’s that they don’t have a clear plan or foundation. That’s what leads to inconsistency and frustration and what feels like wasted time and money on marketing.

So what is the answer? How can we all market better in 2025 and beyond?

The way I’ve simplified it is by focusing on three core elements that every business can apply, no matter its size or industry. It’s not about copying someone else’s exact formula. It’s about having a framework that works for you. And once you see it, marketing becomes much less about overwhelm and much more about consistency and connection. In the seminar, I call it our marketing superhero plan and it is 3 simple C’s
CLARITY – Define WHO you serve and WHY they should choose you. I have borrowed a saying that I like to use to remind myself of how important this is. “When you try to be all things to everyone, you end up becoming nothing to no one.” Who specifically is your ideal customer? Get crystal clear on your ideal customer and what they truly need, not what you sell.
CONNECTION – Shaping how you market and going away from marketing being about selling, but instead about awareness that builds trust and relationships. Your customers aren’t just buying your product—they’re buying into your story, your values, and how you help them.
CONSISTENCY – Marketing works when you show up consistently, not when you try to do everything at once. All the shiny objects, new fancy strategies can be blinding. But they are easy to sell because of our instant gratification need. But real long-term success comes from being consistent.

Let’s start with the first part plan, clarity. What’s the biggest shift small business owners need to make here?

We try to market to everyone, trying to make the biggest fly trap to catch everyone, and as the saying goes, when you try to be all things to everyone, you end up being nothing to no one. It’s just too noisy out there for that wide net. The key is to get crystal clear about who you serve, what problem you solve for them, and why they would choose you. Once you have that clarity, your message stops blending into the noise.

Once they make that shift, what changes in how they market their business?

They realize it is much more important to have a conversation with one specific person so there is clarity and connection quickly. The flip from trying to convince people, and instead, they start attracting the right people. You stop chasing customers and start connecting with them, because your message is now speaking directly to their needs and their transformation. And that one person you are trying to connect with becomes the magnet that draws in all of the right customers for you.

Definitely makes sense. It seems counterintuitive at first, but it is definitely a better and less costly use of a business’s resources. The second C is CONNECTION. Once they have clarity, what is a mistake when it comes to connection, and what’s a better way?

The mistake is trying to copy this marketing guru or relying on hacks and tricks, like fear-based messaging, transactional offers, or just making the most noise. That doesn’t build trust or connection. The better way is to focus on genuine connection. I use what I call the I3 Formula: Be Interesting, Be Interested, Be Inviting. That could be a whole day session, but think about the 3 I’s in that order. What makes YOU stand out = interesting. Show that you care ABOUT THEM = interested and then invite people to take the next step. A clear, specific call to action is not salesy; it’s actually inviting. If you focus on the 3 Is, you build relationships instead of just pushing sales.

The last C is consistency, and I know business owners tend to struggle with this due to all the hats they have to wear. How do you recommend they simplify it?

You’re exactly right, it is the number of responsibilities with marketing just being another thing on the list. They try to do everything at once and see some new “strategy” that makes sense in the ad, so they buy the system, and it doesn’t work for them. People are telling them they have to get out there more, so they’re posting on five platforms, running ads, sending emails, networking, and they burn out. Or they give up too soon because results feel slow. My advice is simple: pick one strategy that matches your strengths and commit to it for 90 days. Stick with it. That’s how momentum builds. Obviously, there is some groundwork to do in this, as I said, pick a strategy that matches your strength. But I’m happy to help anyone through this. Sign up for an SVP Sessions osg.link/svp

Lets make sure that listeners have a very practical takeaway. Can you give us an example of a simple 90-day action someone could commit to that would move the needle for their business?

Let’s say that writing is your strength and you love to do that. Commit to a weekly email or blog for 90 days. If you love teaching, run a short live workshop series or do a daily “lesson” on social media. If you love face-to-face, focus on networking and referrals. Make sure you get out to at least one networking event a week for 90 days. Whatever fits your strengths, stick to it for 90 days, no bouncing around.

What is the main key to marketing better in 2025 and beyond?

The key is to let go of the overwhelm of all the strategies, time commitment, and uncertainty. I hear small business owners tell me all the time they don’t like marketing because it is so hard and time-consuming. They are looking at it backwards; marketing is simply making the right people aware of what you do, so they will want to do business with you when you can solve a problem for them or fill a need. And creating that awareness is only going to happen when you look forward to connecting with the right people in the way that works for you. When you focus on clarity, build real connections, and stay consistent, marketing becomes a natural extension of your business instead of a burden. 

If you want a copy of the slides, notes and a white paper on ways to increase your perceived value, join the Entrepreneur’s Success Hub on Facebook at OSG.link/group. Then reach out to me directly at [email protected]

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.

This week on the 2 Regular Guys Podcast, we’re joined by Nick Gawreluk of Print Profit for a deep dive into the real math behind profitable printing. Pricing your products the right way is the key to staying in business and winning more jobs. We’ll break down common pricing myths, overlooked cost factors, and how to think differently about value and margin. Practical insight you can use to grow your bottom line.

Tired of bouncing between SanMar, S&S, and alphabroder just to compare prices?

PromoHunt’s free browser extension does the work for you—automatically showing you price and inventory comparisons across your favorite suppliers while you shop.

Join 7,000+ decorators already using PromoHunt daily.
PromoHunt.com

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Terry: I’m sharing the dad joke telepathically today

Yeah, so if you think of something funny, that was me

Aaron: Let’s dive right into pricing. What do most printers misunderstand about costing their work?

Terry: What’s a common pricing formula or approach you see decorators using that actually puts them at risk?

Aaron: Can you walk us through what a profitable job looks like vs a break-even one?

Aaron: What should decorators consider besides just time and materials when pricing?

Terry: What are the hidden “profit leaks” you see over and over again?

Aaron: I know you typically work with larger shops, but for small shops or solopreneurs heading towards your ideal customer demographic, how can they begin thinking like profitable businesses?

Terry: Have you seen any shifts in how successful shops are adapting pricing strategies in today’s economy, with supply costs, inflation, etc.?

Aaron: What do you say to the shop owner who thinks they’re too busy to stop and figure out all their numbers?

Terry: How can people learn more about what you do and follow you to connect?

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.

This week, we’re joined by Theresa Hegel and C.J. Mittica from ASI Media to explore the findings from the latest Counselor State of the Industry report. As key editors behind the issue, they share valuable insights on how the promotional products industry is navigating challenges like tariffs, shifting client expectations, and project delays, while still showing resilience and optimism. We’ll also dive into trends around AI adoption, sustainability, and the growing interest in Made in USA products, giving listeners a clear snapshot of where the industry stands and what’s coming next.

Tired of bouncing between SanMar, S&S, and alphabroder just to compare prices?

PromoHunt’s free browser extension does the work for you—automatically showing you price and inventory comparisons across your favorite suppliers while you shop.

Join 7,000+ decorators already using PromoHunt daily.
PromoHunt.com

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Terry: Did you hear about the guy who fell into the upholstery machine?

It’s OK. He’s fully recovered.

Aaron: Welcome to the show. Theresa is a regular on the show, but CJ, tell us a little about yourself and your journey into the industry.

We’re looking forward to talking Counselor State of the Industry report again this year.

Terry: We got a little “inside baseball” on the report, so our questions will reflect that. What’s the biggest theme that emerged from this year’s Counselor State of the Industry report?

C.J./Theresa: The struggles of promo industry companies in the first half, but also the resilience they’ve shown in navigating issues like tariff challenges and the optimism that companies have for the rest of the year.

Aaron: Something that hasn’t come up in a major way in previous reports, what’s been the impact of tariffs?

C.J./Theresa: Our most recent ASI Research data shows that the vast majority of promo distributors are still concerned about tariffs, but it’s shifting from very concerned to somewhat concerned. Also most distributors and suppliers have raised their prices, and inventory shortfalls are expected.

Terry: Your study the past two years has measured the scope of negative attitudes about promotional products. What does the data say this year?

C.J./Theresa: 31% of distributors are concerned that clients are developing negative attitudes toward promo products, up from 23% last year. Choosing thoughtful, quality products and prioritizing sustainability can ease those concerns.

Terry: Let’s Go Sew with Joanne Banko – I’m a big fan of consumables like experiences or food. Would be interesting to hear creative ways to customize that with swag 🙂

David Hanes – With the promo industry having “distributors”, have you noticed the fast growth of “print on demand” (distributors) for the apparel industry?

Aaron: Are you seeing a shift to Made in USA manufacturing?

C.J./Theresa: Made in USA suppliers performed very well in the first half of the year and are reporting greater interest, and distributors are reporting greatest interest among clients. The vast majority of promotional products will still be manufactured overseas, but a select group of companies have been reshoring production to the U.S.

Terry: AI has become very big, and the State of the Industry survey asked companies about their AI usage. What did you find out?

C.J./Theresa: Only a quarter of promotional products distributors compared to two-thirds of suppliers use AI. Writing copy is the most common use, followed by creating images, writing proposals, and offering customer service.

Aaron: Your report shows half of promo distributors feel projects are taking longer. Why is that the case?

C.J./Theresa: Stricter requirements from corporate clients are making the bid process a lot more complicated. Also there are more decision-makers involved, and the artwork is much more creative than just placing a logo on something, which is also causing delays

Terry: Where can our listeners get more information, and reach out to each of you?

Read the full Counselor State of the Industry report at members.asicentral.com/soi

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.