Send ad preprints, not reprints

Many companies get extra mileage from their print advertising by sending ad reprints to their customers and prospects. It’s a smart way to make sure your ads get seen by the people who are most important to you. An even better use of copies of your ads is to send them before they appear in the media. That way you can attach a note saying, “I wanted you to be among the first to see our new ad before it appears in the newspaper. Here is the first announcement of our new widget…etc.” Everybody likes to learn the news before the rest of the world. Your preprint tells them how important you know they are.

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