When you want to decide a promotional strategy for your business, ask this one simple question:
Is my goal to “sell more” or “make an impact”?
That’s as simple as it gets.
If you want to generate more revenue, then you’re in the business of “selling”—the more you sell, the more revenue you’ll make. So your promotional tactics would be targeted toward selling more of what you do (product or service).
Whereas if you want to help bring change to people’s lives, do business responsibly while caring for your surroundings, and do work that matters—then you’re in the business of “impacting.”
Impacting means doing your best work, helping people with a solution to a problem, listening to improve your product, and diligently working to be the best. All this without too much focus on revenue.
You might not make as much money as the person “selling more,” but as an impact-er, revenue is not your purpose. Change and compassionate progress is.