IR Talks To… Colin Sinclair McDermott, The Online Print Coach

If you had a wealth of knowledge about printing, where would you display it? For Colin Sinclair McDermott, a published book was his decision. We spoke to The Online Print Coach to find out about his last year, his life and his new publication in progress.

It’s been just over a year since we last interviewed you. What has happened since?

It’s been a big year, both professionally and personally. From a business point of view, The Online Print Coach has continued to grow, but more importantly, it’s evolved. I’ve put a lot of focus into building out Print Mastermind as a proper community rather than just a coaching programme. We now have regular sessions, twice each week, more structured training with new educators on board, and a growing network of print business owners
supporting each other, which has been great to see.

I’ve also spent a lot of time speaking at industry events, working more closely with partners across the sector, and doubling down on content through my podcast The Printerviews, articles, and LinkedIn. The goal has really been to reach more businesses and help them think differently about how they position and grow.

Behind the scenes, I’ve also been exploring how AI can support print businesses, which is becoming a bigger part of what I talk about now.

How did you get started in the print industry?

Like a lot of people in print, I didn’t exactly plan it! I originally wanted to be a marine biologist, but I fell into the industry through family connections.
My stepfather was involved in reprographics, and that opened the door.

Once I got into it, though, it stuck. There’s something about print; it gets under your skin. The mix of creativity, production, problem-solving, and people makes it hard to leave. My print connections are like a second family.

What’s kept you in the industry for so long?

Two things, really, the people and the opportunity. Print is full of genuine, hard-working people who care about what they do. That’s quite rare. Over the years, I’ve built some great relationships, and that’s a big part of why I’m still here.

But equally, I think print is often underestimated. There’s so much opportunity for businesses that are willing to evolve. Whether that’s through better marketing, smarter systems, or simply changing how they communicate value. That’s what keeps me interested: Helping businesses unlock that potential.

How did The Online Print Coach come about?

It came from my own experiences, both good and bad. I’ve built businesses, lost businesses, and worked inside other companies, so I’ve seen the
industry from all angles. After years of doing that, I realised there was a gap. A lot of print business owners are brilliant at production, for example, but they’ve never been shown how to build a business around it. Things like marketing, positioning, pricing, and systems. I was that soldier.

I started The Online Print Coach to fill that gap. Initially, it was one-to-one coaching, but over time, it’s grown into something much bigger with Print
Mastermind, training, and a wider community.

What are some common obstacles you see as a coach?

There are a few that come up time and time again. The biggest one is under-pricing. Too many businesses compete on price because they don’t know how to communicate their value properly.

The second is inconsistency in marketing. Most companies rely on word of mouth and referrals, which is great, but it’s not predictable. And the third is time. Owners are stuck in the day-to-day running of the business, which means they don’t step back and work on it.

When you combine those three, it becomes very hard to grow in a controlled way. We also hear you’re writing a new book!

What is the new book about?

The book is focused on helping print business owners move from being commodity order-takers like everyone else out there to becoming trusted advisors. A lot of businesses are stuck reacting to enquiries, pricing jobs, and chasing work. The book is about shifting that mindset and building
a business where customers come to you for guidance, not just quotes.

It will cover positioning, marketing, pricing, and systems, but in a very practical, real-world way that people can actually apply, and it will come from my own experiences over the last 30 years.

Why have you decided to write this book now?

Because the industry is changing, and fast. Margins are under pressure with all that is going on in the world right now; competition is increasing, and customers are more informed than ever. The old way of doing things isn’t as reliable as it used to be. I’ve also now worked with hundreds of print businesses, so I can see very clearly what works and what doesn’t. It felt like the right time to bring that together into something structured that more
people can benefit from.

Do you have any advice for those seeking a career in print?

Get as much exposure to different parts of the industry as you can. Print isn’t just about press and kit; it’s sales, marketing, customer experience, logistics, design, and technology. The more you understand the full picture, the more valuable you become.

Also, don’t underestimate how much the industry is evolving. There’s a huge opportunity, especially for people who are open to new ideas, digital
marketing, and emerging technologies like AI. If you’re willing to learn and adapt, print can be an incredibly rewarding career.