Unfortunately, however, few take full advantage of Acrobat’s capabilities. As a result, their documents are not as effective as they could be. Here are seven easy ways to improve image and effectiveness of your Acrobat files. 1. Activate links:

E-mail and web site URLs on many Acrobat files look like active links, but don’t function. Although blue and underlined, links do not take readers to different pages in publication, launch their e-mail program and address an e-mail, or open an Internet browser and go to a web site. After creating an Acrobat file, you must activate links. Start by selecting Advanced Editing Option, and use Link tool, to outline link, assign an action, and format link. Then, you must remember to re-save your Acrobat publication. Most important, every time you return to original program and make any changes and create an updated Acrobat file, you must remember to reactivate links! Otherwise, links will no longer function—even though they will still appear blue and underlined. 2. Insert and delete pages:

The full version of Acrobat Distiller permits you to insert, delete, and extract—or copy—pages from one Acrobat document to another. This permits you to create “composite” publications containing pages created with several software programs. You can include pages created with a variety of software applications with a framework created using Microsoft word. This newsletter, for example, contains a copy of Mind Map I used to organize my thoughts. The page shows how you can use Mind Mapping to do better work in less time. 3. Save as...

Thou Shalt Not See Marketing as a Department When you get right down to it, everyone in your company is a marketer. From receptionist whose voice is first thing your buyers hear, to delivery person whose rear-end may be last thing they see, every one of your employees plays a pivotal role in orchestration of your marketing efforts. Good companies imbue every employee with healthy reverence for customer so that company, from every point of contact it has with its market, knows how to market.

Thou Shalt Follow Ninety Day Rule Your customers, prospects and champions (those who refer business your way) should hear from you every 90 days. People are just too busy to remember you otherwise. If you don’t follow 90-day rule, you risk getting shouted down by any competitor of yours who does.

Honor Concept of Tinkering with All your Heart If you’re a 70’s child like me, you remember hugely successful rock group Fleetwood Mac. But I’ll bet you didn’t know that their seemingly overnight success came only after years of tinkering. That’s right, before release of their monster album Rumours, they endured no less than 14 personnel changes across 10 years. In marketing, as in rock and roll, success seldom happens with your original line-up.

Thou Shalt Not Quit Moses and Israelites wandered desert for 40 years without giving up. You owe it to yourself (and maybe Moses too) to try any new marketing initiative at least three times before throwing in towel. Your prospect could have been out of country first time you ran it, and tending to his sick mother second. Repetition is a marketer’s best friend.

Thou Shalt Feed Thy Prospecting Funnel Suspects become prospects, who then become customers. And these customers then generate referrals who create more prospects and cycle begins anew. For thousands of years, this marketing process (also known as prospecting funnel) has governed marketing activities for all companies, and I feel safe saying that it will continue this way for another thousand years.