6 www.proactive.marketing For all those reasons, you’ll find very little that’s technical in these pages. Only a very particular kind of print geekwants to know the size of the printing presses we use. Yet almost everyone who has anything to do with print thinks a ‘plant list’ is the cornerstone of all new enquiries. And who really cares how we embed a video into a website, as long as visitors to your site do what you want them to do? [ If you're skimming through this book, 'those reasons' are on pages 3 and 4 ]