“Study your customer database and prospect list, and decide what information will most benefit these two distinct audiences. With a database, you can contact customers and ask what info they'd like, how often and in what format. Trends will surface, helping you devise a communications strategy with tools like a monthly newsletter, e-mail blasts, learning demos and other info that benefits buyers. Whatever you do, make your materials as professional as you can afford in look, content and delivery. The worst thing you can do? Have no plan. Stay out of touch and you'll be off their radar screen.” — Margie Dana, founder, Print Buyers Intl. (Boston)