The big, creamy-yellow box arrived weeks ago, but I didn't get to open it until recently. What was inside blew me away.

　　It was a samples kit from a specialty printer. Quite literally, they were some of the most exquisite pieces I'd ever seen. Luscious letterpress. Genuine engraving. Perfect foil stamping. Unconventional sizes and formats. Gorgeous graphics. Innovative designs. Contemporary colors.

　　It was definitely a "Holy Cow!" moment ―something I rarely have when I get samples. So I did what I normally do: I went to their web site. Being a writer, I had to know how this company communicated the beauty of their work online, with web images and promotional copy.

　　What I found was a holding page, a temporary spot with the firm's contact information. It was a relief, to be honest, because even before I got there, I knew that doing justice to these samples would be a Sisyphean task.

　　Samples are very important, especially when a printer's work is exceptional.

　　I contacted the firm's president, and we spoke by phone for a good long while. He is currently building his web site, and he acknowledged his major challenge is describing just how special his specialty printing really is.

　　This is a site I'm most interested in. How will they do it? Part of me thought that putting a stark notice on a single landing page might be the simplest solution: "Warning: Web images are a thin substitute for how fine our fine printing really is. Contact us for samples and see for yourself."

　　I'm jesting. They do need to say more and do more on their future site. Certainly, they need a "Portfolio" section, showcasing their work, plus some powerful testimonials by prestigious clients. But when it comes to gorgeous printed materials, nothing comes close to actual samples.

　　Don't Judge a Printer

　　This experience reminded me that we can't judge printers by their web sites. Whether a printer builds a site or hires professionals to do it, you can't always tell if their work suits you by the site alone. Call up and talk with someone there. Ask for samples. Check references. Go for a visit. Only after you do this sort of research will you know if you've found yourself a new print partner.

　　You can't always tell if their work suits you by the site alone. Call up and talk with someone there. Ask for samples. Check references. Go for a visit.

　　Build Sites for New Eyes

　　Today's more sophisticated and experienced print customers don't spend much time on a printer's site. Or if they do, they realize they have to dig deeper to find out what a firm's capable of and how the print quality stacks up against competitors.

　　New print customers are more likely to go Googling for new print partners, especially if they don't have a network of buying peers. If they happen upon a site that doesn't adequately describe a company's capabilities, they'll move on. Therefore, a printer's web site, if nothing else, needs to be written for prospects who search the Internet for new print partners. Imagine that these visitors have never heard of you. Describe your products and services carefully, thoroughly, professionally ―as if your best customers were whispering the content in your ears.

　　Describe your products and services carefully, thoroughly, professionally ―as if your best customers were whispering the content in your ears.

　　Web Site as One Marketing Tool

　　Every printing firm needs a web site, but the site is just one of several marketing tools printers need to use. Samples are very important, especially when a printer's work is exceptional. During every print buyer panel that I have ever produced and moderated, I ask panelists how printers should keep in touch. "Send us samples!" they always reply. Always.

　　Samples Caveat

　　I took a second (and third, and fourth) look at this specialty printer's samples.

　　What was I reacting to, exactly? Beautiful, well-manufactured printing, but also

　　Brilliant creative concepts
　　Top-notch copy
　　Innovative folding techniques
　　Highest quality paper
　　Clever design
　　Stunning graphic images
　　Flawless finishing

　　A printed sample is the sum of all of these components, and more. Keep it in mind as you review a sample kit. If the printer has done his or her job well, the ink colors, creative, images, content, paper, processes, and finishing will work in concert and give you that "Holy Cow!" moment I experienced. And when it does, you'll take delight in it, as I did, knowing you've come across something very special.