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Why the most successful print companies tell their customers what to do – and why this makes them more profitable

Do you ever put together flat pack furniture?  I don’t know about you, but when I first look at all the bits I tend to find it rather scary.  There always seem to be all sorts of odd pieces and I’m not sure where to put them. And then I read the instructions.  And suddenly everything falls into place.  Everything is simple.  But without the instructions I’d be totally lost.

The three essential questions you must ask your print customer – do you use them?

Do you remember the story of Little Red Riding Hood? Do you remember how she thought she was talking to her Granny?  And then found out that she was actually talking to the big bad wolf? If only Little Red Riding Hood had asked a few more questions.  She might have realised that she wasn’t speaking to the sort of person she wanted to know.  She might have stopped herself from being eaten alive!

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