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You add 6 dB whenever you double the antenna height.  You will improve the receiver performance by double (i.e., a 1 microvolt receiver will perform like a 0.5 microvolt receiver).  Your 100 Watt transmitter will act like a 400 watt transmitter.  This does not account for cable losses which will reduce the figure a bit.  The next best thing to do is getting a higher gain antenna.  This is an old Motorola guideline.