206 e Think Like a Marketer questions about promotions, handle the newly-generated business, watch you cry when things take longer than expected, and continue to form opinions about whether or not you're a company with growth potential. Your team can't help you market the business if they don't know what's going on, so keep them informed. 3. Tell your staff what's in it for them. Your employees are your internal customers when it comes to imple- menting your marketing strategy day-to-day. Tell them why it's in their best interest to make great impressions, reinforce the company's image and iden- tity, and overall make customers love you. Like all targets, you'll need to stir their awareness, emotions, and mindfulness to achieve conviction and sup- port for the cause. Like all targets, they'll want to know what's in it for them. Put your new marketing skills to work to tell them what's in it for them to be great marketers in what they do. The answer must be something greater than just "keep your job" (though in a tough economy that might be enough). To breed genuine enthusiasm for your company and your marketing mission,