I like the stores that go beyond the normal commercial printing involving nothing but ads yelling at me to buy stuff. The stores I like are the ones trying to be something unique and provide an experience I just can't get at every place I shop. There are so many ways to improve your relationship with your customers.

Let people know you're after something other than just the next sale. Send out postcard invitations to people to come in and give you a try. Let them know that you won't disappoint them. Tell them that you'd really like to be given a chance to show them just how much you have to offer to your customers.

Start up some newsletter printing in order to let your customers know what's going on in your business. Include with it some discounts or other gifts to those taking the time out of their day to read what you've written.

Tell people when someone in your company gets a promotion, when you have a really good month or a really good week. Let them know what products are coming up in the future before anyone else so they'll know what to expect.

Show them the face of the people who make your company tick. Invite them to write in and let you know what they're doing and what they think of your company. Have a column meant for suggestions and do your best to implement as many of them that you can.

Send birthday postcards with special offers, and list in your newsletter both people in your company with birthdays that month and all the customers that you can. Have a whole page dedicated to them, maybe the back page.

Use your commercial printing to create a community that goes beyond just you connecting with your customers and allows your customers to connect with each other as well. Set up events and other local things where your customers can come together and meet each other.

Set up a program for your most loyal customers, for those who have been with you for years, and maybe add a spotlight section into your newsletter discussing those special people who have helped you throughout the years. Ask them to let everyone know why they've stuck with you and what they like about you.

Maybe all of this is just wishful thinking on my part. I have seen companies who were willing to take these suggestions and put them to good use, and I tip my hat to those people, but I'd still like to see more. All of this is possible for every company out there. All it takes are people willing to go the extra mile.