Thanks for writing the article Mike Jackson

[Dan Sawatzky]

The latest issue of SignCraft carries another great article by Mike in which he discusses some principles of marketing and selling high end work.

I've long agreed and adhered to many of these same principles.

Even so, the article is a great checklist and reminder of things we often take for granted.

We are of late making a concious effort to further reposition our shop and our product in our marketplace.

There is always so much to learn.

-dan

[Mike Jackson]

Hi Dan,
Thanks for the compliments. I had fun with the article, and it basically flowed out of me effortlessly. Part of that probably had to do with discussing much of it here on the Hand Lettering Forum with the rest of the readers and posters. I hope everyone gets a chance to read it.

On a side note, I handed the first draft of the article to my wife, Darla. When she finished, she chuckled and said I sounded a little like _ Phil. She watches him more than me, but generally he dispenses basic, common sense suggestions to what should be easy to solve problems. He might ask, "What part of your relationship do you not like?", then respond with, "What are we going to do about it?" So, in the article I highlight some complaints we've all heard over the years about never getting to sell better signs (stuck doing cheap stuff for cheap customers), and offer a few suggestions to weed out the bothersome products and bothersome customers.

I am not going to rewrite it here, but hopefully spark a little interest.

Thanks again!
Mike