Sell VDP to Decision Makers
To sell variable data printing you must convince executives--not print buyers--that VDP will improve marketing results. To do that you must speak the language of business.
Risk in this sense is encapsulated in the following question: Is the potential payoff equal to or greater than the cost or disruption to the organization? The answer, of course, has to be yes—and getting there requires making the risk acceptable. Identifying a realistic, obtainable objective and then testing it is the best way forward.
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