Short Answer: Yes and/or Maybe

Long Answer: NO!

The show “How It’s Made” has captured its audience because it’s cool to see the engineering behind products we see and use every day. But do people really like watching the same episode over and over again? Probably not!

So, while people might like to see behind the curtain, they don’t really want to stay there. When was the last time you went to the mall or even Costco and thought to yourself, “I wonder how this item was made?”

My question, then, is why do 95% of all screen printers, embroiderers, and distributors with Instagram and Tik Tok accounts show nothing but producing the product or a picture of a product? Look at other industries — do you see companies sharing how something is made or what they can make to help your biz?

Supply isn’t our customer’s issue, creating demand is. What am I getting at here? I do post behind-the-scenes from time to time because it is important to let the customer see the hands-on process that goes into making their merch. The point of this is to stop you from doing it all the time.

Then what else should you post, you ask?

No. 1: Client “In Action” Case Studies

What problem or request did your customer come to you with, how did you help them solve that problem, and how successful it was for them with your help. I cannot iterate enough: Delivering the product to the customer is only the beginning of the merch journey, not the end-all, be-all. It still needs to be organized, distributed, and ultimately worn/used by the end consumer.

No. 2: Trending Products for Specific Purposes

Show what is happening in retail and guide people on what and how to use those trends to freshen up their merch or create something while it’s a hot commodity.

No. 3: Specialty Decoration and When to Use It

Sharing your list of available inks and threads is not enough! Ok, maybe for brokers like mine who know when and where to use that ink, but for the majority of your clients, you have to do more. Show them when, where, and why to use said specialty decoration. Just because you can doesn’t mean you should, especially when it comes to foil or glitter ink. Guide your clients!

No. 4: Merchandising Tips

As stated above, delivering the product is just the beginning! Usually when it leaves our warehouses, it’s just the beginning. How are they giving away the merch or are they retailing it? Even if it’s not brick and mortar, is can still be merchandised.

• How are you displaying the item?
• Is it pinned on the wall or curated for easy sales?
• Is there pricing and available sizes posted?
• Are the products easy for your audience to purchase or even grab one?

Share with your client how to distribute that merchandise or tips to gain more sales, whether in person or online.

No. 5: Marketing Ideas

Are you helping your customer integrate their merch in one of their current marketing campaigns?

Show your client how they can use a hangtag, sticker, or custom box to gain traffic to their website, earn followers, or just make them have a better day!

A T is not just a T — give it purpose and think about it beyond just slapping a logo on it.

No. 6: Ways to Manage Inventory

Give them a spreadsheet or link them to software that can help them manage inventory. If you can do it for them, even better. Get those claws in.

No. 7: Fulfillment and E-Commerce

The easiest revenue stream for most shops is warehousing and fulfilling merch for your client. Why do you think companies like Spring or Printful exist? They make things easy for the consumer to design, produce, and distribute merch.

Ig you are already printing their merch and have the space, figure out how to streamline the fulfillment and offer custom stores through Inksoft or Commonsku! Yes, it can be annoying, but it will help you go deeper with each client with an upside if you charge correctly.

No. 8: Team Spotlights

Show your team once in a while. Interview each employee and drip it out via your social accounts as well as adding them to your website. Let people see who they are working with.

Sexy websites aren’t enough! A long-term client is built on collaboration, communication, and consistency. Connect your team with your customers and when things go wrong (and they will), they have more grace because it humanizes the transaction.

No. 9: Adding Promo Products with Your Apparel

I’m not going to say much here except go read my other article on Apparelist about adding promotional products to your current services. I like to call them accessories because it’s not a full merch line without other products besides wearables. Your customer is already making these other items, why not filter it through your system? Trust breeds more sales. Give customers a reason to grow with you under one roof.

No. 10: Shoutout Other Great Local Businesses

It doesn’t even have to be about merch! Praise other people that inspire you or whom you admire.  Social media shouldn’t be sell, sell, sell. Give without the expectation to get.

There are enough sales for all of us to be successful and prosperous. Your network is your net worth. So, help your neighbor. No downside to that!

OK, I don’t expect you to do all of these things, but my push here is to stop just posting ink, stacks of shirts, and the shirt going around the press! Be more creative and show your personality. Stop being like everyone around the block. Show why you are different, how you can help, and why the customer should partner with you.