After creating a composite Acrobat file, you can add headers and footers. These can include title, author, client information, copyright information, date, and page numbers. 5. Comments:

Although intended for team review and editing of publications, you can use Acrobat’s Comments feature to draw your reader’s attention to specific passages or discuss their relevance. You can use Comments to add a personal touch to formal documents intended for specific individuals, (for example, “Fred: I inserted this after you requested it when we met in July in Las Vegas. Roger”) 6. Web browser:

Adobe Acrobat Distiller can capture and save web site pages. This works better than saving or printing from your web browser. It avoids cutting illustrations or lines of text in half as often occurs when printing from a browser. By saving at frequent intervals, you can keep track of how your competitor’s web site changes over time. 7. File size:

The smaller file, faster it can be downloaded or sent as an e-mail attachment. Always choose appropriate resolution when creating a .PDF file. Documents intended for on-screen reading and desktop printing do not require as much information as publications intended for four-color printing on glossy paper by commercial printers. After deleting pages or extensive editing, use File>Save As... to save your publication under original filename. (A prompt will appear warning you that original file will be over-written. This purges unnecessary information. Adobe Acrobat is a powerful tool that few people take full advantage of. Using these seven techniques, your documents will be more effective.

Thou Shalt Not Cut Marketing Spending During Slow Times From 1980 to 1985, McGraw-Hill Research analyzed 600 companies and their marketing spending. After 1985, McGraw-Hill concluded that those firms which had maintained or increased their advertising during recession in ’81-’82 boasted an average sales growth of 275% over next five years. But those companies who cut their advertising saw paltry sales growth over next five years of just 19%. When is right time to market your business? All time.

Thou Shalt Honor Exiting Employees I once had a travel industry client run a report that showed where their new referrals came from. The second highest category was ex-employees. It turns out vacation shoppers were asking these ex-employees where they could book a Vegas package just like neighbor’s they’d heard about, and ex-employees were referring them back to their old employer. When you treat your departing employees with a dose of good will, they may just turn into your unpaid sales force and refer business your way.

Thou Shalt Thank Often Sadly, we live in an age of boorishness. But a savvy marketer can do his part to bring civility into an otherwise uncivilized world. Among countless ways to thank customers are thank you notes, gift certificates and appreciation lunches to name just a few. These thank you’s don’t have to be showy. Just make sure thank you is classy and considerate, and kindness will eventually be repaid.

Sure, we all break these commandments from time to time and end up seeking forgiveness. But if you consistently break these Ten Commandments of Marketing, you risk an exodus-a customer exodus.