The Printerviews

In this episode of The Printerviews, I am joined by Joanne Gore of Joanne Gore Communications, a full-service B2B marketing agency specialising in the print industry. With a 30-year career as a corporate marketer and a former graphic designer, Joanne is on a personal mission to help printers sell more print by bridging the gap between how buyers decide and how the industry sells. We discuss her journey from managing global print production for tech giants to launching a virtual agency that helps companies get out of their own way.

As we prepare for Dscoop in the Rockies, Joanne shares details of her upcoming session on moving from confusion to conversion through messaging playbooks. We explore the concept of 'AI slop' and why having a unified story is vital in today's market. Joanne explains how these playbooks provide the foundation for effectively training AI and ensuring every team member tells the same story.

The conversation also covers the 'science of touch' and why print remains a powerhouse for brand awareness and customer satisfaction. Joanne provides practical advice on stretching marketing dollars by repurposing content and using niche lead magnets to stay proactive. We look at the future of the industry, where hyper-personalisation, smart packaging, and integrated digital experiences like QR codes will define the next generation of print communications.

Key Takeaways

In this episode, I am joined by Lucy Swanston, the Managing Director of Nutshell Creative and Chair of the Strategic Mailing Partnership (SMP). With over 20 years at the helm of Nutshell, Lucy shares her journey from starting a business in her back bedroom during a recession to leading a multi-award-winning agency that bridges the gap between creative strategy and print production.

We discuss the importance of staying in your lane while remaining agile, and how print remains a vital, enduring ecosystem in an increasingly digital world. The conversation delves into the shift from a 'manufacturing-led' mindset to one that leads with value and strategy.

Lucy explains why consistency is the most critical word in marketing, warning against the 'New Year’s resolution' approach to social media that quickly falls by the wayside. We also explore the surprising resurgence of direct mail among younger generations and why, as we look towards 2026, building credibility and human trust is more important than simply churning out automated content.

Key Takeaways

In this special edition of The Printerviews, Colin Sinclair McDermott hits the Road to the Rockies to catch up with Emily Yepes from Sandler Training.  Emily brings a wealth of experience from the print world, having spent years selling print advertising before moving into sales training and leadership development. Her organisation specialises in helping businesses that cannot sell by price alone, particularly within the print and packaging sectors.  

This conversation sets the stage for her upcoming appearance at DSCOOP in Denver, focusing on how to evolve sales strategies in a rapidly shifting market. 

The discussion looks into the psychology of sales, specifically tackling the universal dread of prospecting. Emily explains that while many salespeople feel like a pest, success comes from running toward the problem and taking action despite the fear.  They also explore the 'freedom within a framework' approach to sales scripts and the vital role of technology.  

Looking ahead to 2026, Emily highlights why every sales organisation needs to focus on specific AI use cases like call recording to provide clarity and relief for business leaders.

 Strong sales teams require a leadership team that believes in a growth mindset 

 Mid-to-premium printers must sell on value because they will always lose on price 

 Prospecting is the single most important responsibility for new business development 

 You must address prospecting through the three lenses of attitude, behaviour, and technique 

 You do not have to like prospecting, but you must do it to create new results 

 Rejection of a sales conversation is never a personal rejection of you 

 In 2026, B2B sales involve multiple influencers rather than a single decision maker 

 Frameworks provide the freedom to deliver a message through your own personality 

 Leaders should ignore the noise and focus on specific AI use cases for their teams 

 Call recording is a vital tool for both salesperson focus and external coaching

In this episode of The Printerviews, host Colin Sinclair McDermott is joined by Tom Peire, CEO of Four Pees and Chief Evangelist at Atomyx.

Based in Ghent, Belgium, which is a hub for print software innovation, Tom shares his journey from a high school dropout and aspiring graphic designer to leading a digital transformation agency for the print industry.

The conversation dives into the evolution of automation, moving beyond simple downward streams to what Tom calls 'connected automation'. He explains how Atomyx, a cloud-based integration platform (iPaaS), aims to revolutionise production by lowering the barriers to connecting complex IT stacks. Tom also emphasises the human side of technology, noting that their tagline 'Feel the Good Flow' is about managing the emotional transition for both business owners and shop-floor operators.

Beyond the technical, Tom reveals his personal passion for tandem cycling, sharing the story of a 5,000Km journey to the North Cape with his wife, an experience he describes as the ultimate relationship builder and a metaphor for the collaboration required in business.

Key Takeaways

In this episode of The Printerviews, Colin is joined by Jon Bailey, Jessica DeCola, Dave Rosendahl, and Chris Minn, the founding team behind the She*t4Brains mental health initiative .  

The group shares the origin story of their movement, which began with an unscripted moment on stage at DSCOOP last year, that threw the typical industry script out the window to focus on real life struggles.  The conversation explores the deep exhaustion and trauma felt by industry leaders following years of supply chain disruptions and the personal isolation of running a business . 

The team discusses their framework of seven pillars, which covers everything from resilience and substance abuse to the unique challenges faced by working parents.  By hosting quarterly virtual sessions with a strict code of conduct, they have created a safe space where peers can drop their professional veneer and be authentic about their mental health.

As they move toward official nonprofit status, the founders outline their vision for the next 18 months, which includes providing tools for the wider community to amplify these vital conversations in their own workplaces. 

This episode highlights why breaking the silence around mental health is the key to building a more resilient and connected workforce for 2026 and beyond.

Key Takeaways

In this episode of The Printerviews, Colin is joined by Richard Askam, the host and founder of Print Island. Richard shares the story of his accidental pivot from a 50-year-old family wine business into the print industry, where he pioneered the use of personalised labels to stay ahead of retail giants.

The conversation explores the deeper purpose of print, moving beyond technical specifications to focus on the emotional connection and transformation it provides to the end consumer.

Richard also discusses his latest venture, Print Island, a content platform designed to act as the Spotify for print by hosting honest, unvested conversations about what the industry is actually for.

Richard emphasises the need for the industry to ditch its technical jargon and reclaim its confidence through authentic storytelling. As a public speaking coach, he also offers advice on how to bridge the communication gap between manufacturers and the outside world to ensure the industry continues to flourish in 2026 and beyond.

This episode is a must for anyone looking to understand the intersection of retail trends, consumer psychology, and the enduring power of print. 

Key Takeaways

In this episode of The Printerviews, host Colin Sinclair McDermott welcomes Neil Wallis, owner of Inkwell Printing based in Northamptonshire.

Neil shares his transition from a software and account management background into the printing industry, eventually taking over the family business from his wife’s parents roughly 11 years ago. We talk about his efforts to modernise the 40-year-old company by replacing manual, legacy equipment with digital-first solutions and advanced finishing technology.

Neil discusses his passion for the tactile nature of print compared to software and highlights his strategic focus on workflow automation. He explains that automation is not about replacing staff but about buying back time for team members to focus on value-added tasks and human-to-human customer service. By documenting processes and integrating tools like Artworker and OPS, Inkwell has significantly improved turnaround times and accuracy.

The episode concludes with Neil reflecting on the importance of knowing your value as a smaller printer and maintaining a relentless commitment to growth.

Key Takeaways

In this episode of The Printerviews, Colin Sinclair McDermott speaks with Dave Leskusky, President of Printing United Alliance, who reflects on a career spanning three decades in the industry.

Dave details his journey from selling magazine classified ads in 1995 to leading the transition of Napco Media into a digital-first media and events organisation before its integration with the Alliance.  

The discussion centres on the strategic vision behind bringing multiple trade associations under one umbrella to serve the entire printing ecosystem, from commercial and packaging to apparel and wide format.

Dave shares insights from the recent Printing United Expo in Orlando, noting the high energy and the success of new initiatives like the AI Pavilion and expanded student programmes.

He explains the concept of convergence, where printers leverage digital technology to diversify their offerings and capture more of their clients' marketing spend. 

By focusing on common challenges such as workforce development, legislative advocacy, and technological education, Dave highlights how the Alliance aims to provide the resources and leadership necessary for the industry to thrive in a rapidly evolving landscape. 

Key Takeaways

Unified several major associations to create a single, powerful voice for the printing ecosystem.  

Cultivated a talent pipeline by growing student membership from 200 to over 2,000. 

Encouraged printers to diversify into segments like packaging and promotional products via convergence.  

Established the AI Pavilion and consulting services to lead members through emerging technology shifts.  

Emphasised the need for consultative sales training to capture more of client marketing budgets.  

Provided over $150,000 in free educational courseware to students through the iLearning platform.  

Acts as a central advocacy body for legislative affairs, OSHA standards, and sustainability issues.  

This is episode 40, the second one recorded live at Printing United Expo in Orlando, with Karis Copp from Karis Copp Media.

Karis started in journalism working with Link Publishing on Print Monthly and Sign Link magazines. Then in 2018 she set up her own PR agency. She works exclusively with print and packaging businesses. And she's very good at what she does.

In the podcast we talk about turning technical content into stories people actually care about. How the media landscape is changing. Why authenticity matters more now than ever. Especially with AI everywhere.

She shares how she's scaled her agency and how she handles sustainability messaging. We discuss why knowing your worth matters, when to say no to clients who aren't the right fit, and how to build systems you can repeat.

We also get into video content and LinkedIn's growing influence. Karis explains why you need a clear mission statement before you start communicating anything externally. 

She knows the print industry inside out. She knows how to tell its stories, and she knows what works.

Key Takeaways

This episode is different. I recorded it live at Printing United Expo in Orlando with Megan O'Reilly and Maurice Harold from Pitch Black Printing Co. They'd just got married, and they chose the expo as part of their honeymoon. That tells you everything you need to know about how much print matters to them.
 
Pitch Black Printing has been going for ten years. It started with music and DIY screen printing. Now it's a respected Reno business that does fine art, commercial work, and numerous community projects. They're fiercely independent. And they've built something special.
 
We talked about their journey. How they've stayed involved in local causes. Why they charge fairly and keep learning. Their location in the Brewery District serves as both a gallery and a coffee house, allowing them to constantly build relationships with artists and clients.
 
We also got into the challenges. Managing a multifaceted business. Working as partners in life and work. What they've learned along the way. And, as always, there's the quick-fire round that shows their eclectic tastes and some quirky print adventures.
 
This episode is all about embracing creativity, collaboration, and community. Megan and Maurice are doing it right.

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