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<h1>How to Increase Business Impact</h1>
<a href="http://leadserveprofit.com/wp-content/uploads/2011/05/bettermarketing1-e1306360791617.jpg"><img class="alignleft size-medium wp-image-579" title="bettermarketing" src="http://leadserveprofit.com/wp-content/uploads/2011/05/bettermarketing1-300x286.jpg" alt="" width="300" height="286" /></a>

Marketing services and products is important to your business for two reasons. One, growing sales... that is <strong><span style="text-decoration: underline;">helping people more often</span></strong>. Two, gaining market share... that is <span style="text-decoration: underline;"><strong>helping more people</strong></span>. What would your business look like if it served customers just 20% more frequently and if it served only 20% more customers? Would it make <a href="http://leadserveprofit.com/more-money/">more money</a>?

Better marketing is about clear, concise communication to position your product or service as <span style="text-decoration: underline;"><strong>FIRST</strong></span> and <span style="text-decoration: underline;"><strong>BEST</strong></span> in customers' minds. This is simple. Here's how.
<h2>Elicit Emotion:</h2>
Want to waste your marketing money? Of course not. Then be sure to inject enormous emotion and  a little logic and in your advertising.

Why? Because humans typically act on feelings first and logic last. Let's test this. BEFORE you watch the video below, from 1 to 10, how interested are you in going to a Disney Park this year? Now... watch the video.
<p style="text-align: center;"><iframe src="http://www.youtube.com/embed/A_QA0uC2U0Y" frameborder="0" width="560" height="349"></iframe></p>
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AFTER watching the video, from 1 to 10, how interested are you in going to a Disney Park NOW? Even if you're not packing your bags in the next hour for Disneyland or Disneyworld, that video probably elicited emotion! And, if you have kids... that video will likely elicit ACTION! In other words, the liklyhood of a Disney Vacation has gone up, significantly... due to feelings being first in marketing. C'mon... that video just looked fun!

Takeaway: Your product or service is the best, right? Then your commitment to serve people with it demands including emotional hooks in your messages and branding. They'll buy. They'll live better. You'll have fulfilled your business mission and purpose.

<span style="font-size: 20px; font-weight: bold;">Build Benefits:</span>

What's in it for me? Isn't this what prospective buyers are subconsciously asking? Yes. And branding is that bond builder between product or service benefits and buying decisions. Check it out:
<p style="text-align: center;"><iframe src="http://www.youtube.com/embed/hjUlrirW480" frameborder="0" width="425" height="349"></iframe></p>
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As a business owner, you've traveled enough to be familiar with Southwest Airline's reputation of value. That value stems directly from benefits such as NO FEES, frequent flights, and friendly folks running the show. All benefits of their brand. Does your message promote the brand benefits your business is capable of offering?

Takeaway: Your benefits are industry leading, right? Then you're obligated to clearly communicate them. Buyers will buy. They'll live better. You'll have fulfilled your business mission and purpose... again.

<span style="font-size: 20px; font-weight: bold;">Create Clarity &amp; Comedy:</span>

How can we make it easy for prospective buyers to remember us when it's time to buy? Short stories. Better yet; short, funny stories. Why? Short stories must be clear, or they will not work. Funny stories make it easy to memorize a message. The short-funny combo is powerful! GEICO has capitalized on this rule in a video:
<p style="text-align: center;"><iframe src="http://www.youtube.com/embed/3Q6Ti9xCX_M?rel=0" frameborder="0" width="420" height="315"></iframe></p>
This public relations campaign has ONE message: 15 minutes could save you 15%. The humor makes us laugh (elicits emotion through comedy), the message clearly builds ONE benefit (15 minutes could save you 15%). That ONE benefit is important. Why? It's not overwhelming. For instance, GEICO probably offers roadside assistance, 24 hour agents, or other insurance products, too. Who cares... in the beginning. GEICO knows that By focusing on only ONE benefit, the consumer has a better opportunity to clearly "get" the message: save money, fast, call GEICO.

Takeaway: Are your business's messages clear and light? Can consumers retell your tale with ease (remember the families, passenger, and woodchucks in the videos above - all easy stories to share)? Do your businesses marketing efforts make remembering the company EASY?
<h3>QUESTION: So, how do you as a business owner or executive market your products and services to help more people, more often? How do you increase business impact?</h3>
I'm not sure. Let's think about this: I don't know your business. I don't know your sales (impact) goals. And most importantly, I don't know what drives you and your company.
<h3>What I do know is...</h3>
Asking questions, sharing ideas, and instilling proven fundamentals can improve ROI on marketing efforts, help your business reach more people, more often, and ultimately increase your company's impact. Is this basic? Yes. Have you heard it before? Maybe. Is your company's marketing all it could be? I bet not. Is better marketing costly? Nope (it's really just an arrangement of thoughts and ideas). If you’re this far, I’m guessing your business could benefit with additional conversation on this topic. I’m guessing your a leader who sees more for your business, your people, and your community. Am I right?

<span style="font-size: 15px; font-weight: bold;">If so, can I help your business increase impact... right now, before more time, market share, and fulfilled futures are stolen from your organization?</span>

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