Well it’s like this. I had a major migraine when last week I was in an office where I was supposed to give my brochures to some of the executive officers of one of the companies in the city.

So I was met by this guy who was supposed to be the executive assistant of the vice president, and he took my packet. I took off then, but I turned around because I forgot to give a letter. It was then that I saw the executive assistant opening my packet and when he saw that it was a brochure he proceeded to put it in the trash can.

What nerve! It was later explained to me by an officemate that this is the way with most big companies. The executive assistants often screen the documents and letters before they ever go in to the executive’s office. She said that I’ll just have to find a way to make my brochures sent straight to the big guys.

She proceeded to tell me what she herself did with her own promotional materials. She got her president to write a personal letter to the head of the company. And voila! Her brochure was read by the president himself.

So yesterday, I did the same. Today, we got a call from the executive assistant asking for a presentation from us. The strategy was a hit.

So if ever you are in need of a tactic to get your promotional ad sent straight to the highest officials, get your letter signed by your president. It’s a president-to-president thing. Who are we to argue?