Job Shops: Show off Your Products, not how you Make Them

Over the years, I’ve publicized products for hundreds of job shops.  And the owners always want to talk about their equipment and show pictures of their latest machining centers and dedicated employees’ hard at work.  Although the equipment, facilities, and people are impressive and important to their prospective customers, this is precisely the wrong approach to take from a publicity point of view.


If you own a job shop, I know what you’re thinking: “We provide a service and want to show off our capabilities.”  You’re absolutely right, but you want to show them off to prospects who need the products or components you can produce.  It is the products and components they care about, including the specifications, tolerances and materials; not how you make them.  From a publicity perspective, you want to focus on “what you make, not how you make it.”  Reserve the “how you make it” to show to prospects after they found you in a magazine, on a website, or in a search engine.


The way to attract sales leads from design- and manufacturing-engineers, or purchasing teams, is to provide them with examples of your capabilities in terms of what you make, not how you make it!   The best way to relate to this new  thought process, is to conceptualize what you put into a box or pallet on the loading dock and ship to your customers.  They are buying products from you that get produced because of your capabilities.  Therefore, if you want to get leads for products, show those products, not how you make them!


We know how to obtain publicity for the products you produce in the right media outlets that are being read by your prospective customers.  If you are reading this and own a job shop, Venmark International can take this a step further and show you how to get publicity in specific market niches.  There are, quite literally, thousands of examples of this on our website at   On our homepage, just click on the “Client News” tab on top and browse around the various industry categories.



Steve Stroum

Steve Stroum

Steven M. Stroum, founder and president of Venmark International is a seasoned publicist, marketer, and entrepreneur who has been featured in INC Magazine, Sales & Marketing Management Magazine, Industrial Marketing, OMNI Magazine, USA Today, The Christian Science Monitor, Boston Globe, Boston Herald, The Middlesex News, San Francisco Chronicle, and other media outlets. He has also appeared on numerous radio and television programs, addressed many business and civic groups, and been a guest lecturer at Boston College, Babson College, MIT, and his alma mater Northeastern University.

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1 Comment

  1. Avatar Jay Snow, Marketing Manager on December 19, 2011 at 1:49 pm

    This blog makes a good point.

    “Job Shops need to show what they CAN make or have made – first.”

    Far too often, as I review publications in the manufacturing industry, as well as, when communicating with shop owners do I find them publicizing the impressive equipment and well capable machines, but the question is, “so what can you do with them?”

    –Jay Snow, Marketing Manager, MTI Systems, Inc.

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