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The Evangelist Marketing Minute is a weekly thinking launch point that is always short enough to read in about 60 seconds. It covers marketing, branding, positioning, language, and public relations. Your email address is never shared, with anybody, for any reason.

I was with a successful start-up client in Munich, Germany last week, and we spent some time implementing the concept of leverage in marketing. Basically, most companies don’t reap the full benefit and value of their hard-earned achievements. A marketing victory, like positive press coverage or an excellent customer testimonial typically remains just that: singular, stand-alone, and unleveraged.

My most successful clients utilize these accomplishments to generate further, significant value:

• If you get a good piece of press, leverage it to get additional coverage from that outlet by presenting other, larger, story possibilities. Also, use existing press to get new press from other outlets: “We’re thrilled to have been written up in the USA Today this week and thought you may be interested in this equally fascinating angle that wasn’t included.”
• If you have positive customer reviews, leverage them across all of your public, online, offline and internal platforms. Including them with your internal documents increases confidence and creates a better marketing mindset.
• When you conduct qualitative customer Interview, use the findings to develop products, create emotional marketing, and utilize the audio and video publicly (with permission of course) as testimonials.

Don’t let your marketing accomplishments go unnoticed. Instead, leverage them to your advantage, and each success will become exponentially more valuable.

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