I'd like to issue you a challenge. This summer, resolve to mow your lawn 10% better-each time. So, this week mow the lawn and edge it. Next week, you might plant some grass seed. The following week you could aerate the lawn.

Can you imagine how nice your lawn will look after a summer of that?

Now, apply that principle to your marketing projects. Got an internal newsletter? Or an ongoing direct mail campaign? How about a series of newspaper ads?

Each time one of these projects begins, resolve to make it 10% better than the last. I use this principle with all my clients and you know what? Not only do the pieces look nicer-the phones ring more.

Jay Lipe
President, Emerge Marketing