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Issue 1
Sunday June 5, 2011





Letter from the Editor

Welcome to the very first issue of the Shoestring Entrepreneur Newsletter!

Lee and I are excited to have you on board and look forward to a long relationship together.

Each week in the Shoestring Entrepreneur we will give you the latest and best information to start and grow a business for $1,000 or less.

Both Lee and myself, along with our guest panel of writers, started out with very little money, but through hard work, persistence, and solid marketing, built our business to where they are today..

One thing I promise you. There will be zero hype in this newsletter, only solid time-tested, proven methods to market, manage and run your business.

So set back, relax, and get ready to be blown away each and every week with rock-solid, timely, usable content.

In this week's newsletter, I'll share an article titled "The Definition of Marketing?" which is the first part of my Marketing 101 series.

Also, we feature an article from my friend and partner, Lee Wibberding, titled "Why Value is More Important Than Money."

To your success,
Brian Carson


Marketing 101: The Definition of Marketing

by Brian Carson

Marketing is a skill and like any skill, in order to become an expert you must start and master the fundamentals. Get the basics down and you’ll never worry about recessions or dips in your business.

The purpose of this series is to teach the fundamentals of marketing. So whether you’re an absolute beginner or an experienced marketer, there is something for everyone. The newbie will have a huge head start compared to what others had to learn through trial and error. For the advanced marketer, it never hurts to review the basics.

In order to be an effective marketer, online and off, one must first know the true definition of the word itself.

This is where the Marketing 101 series begins, right at the core, the true definition and purpose of marketing.

Marketing is setting up a strong bait attraction system that generates leads, sorts those leads into qualified prospects and then turns those prospects into customers and clients.

In essence, you become a trusted adviser and friend by creating outstanding value above and beyond expectations. You put yourself in front of your prospects until they want to buy.

A good marketer is a welcomed guest not an annoying, pushy salesperson. Hype, bravado, and trying to make the sale without first building a relationship is bad marketing. Creating value, cultivating relationships and letting clients come to you is smart marketing.

And smart marketing makes a big difference to your bottom line.

Marketing and sales should be the most important aspects of your business. Without customers there is no money. Without sales (money), you have zero business.

Never delegate or downplay the importance of marketing. It is the lifeblood of business. If you have taken it for granted before, never do so again. Abdicate everything else in your business if you must, but never neglect your marketing.

If I were running the show, I would have created the store within the store boutique of "K-Mart Presents MARTHA STEWART". It would consist of an upgraded environment that you stepped into so you knew you have entered Martha's world (where subliminally communicated, K-Mart pricing doesn't apply). Why let your own non-brand, cheap towels compete right next to Martha's goods, driving down their prices and margins?


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Generating leads, qualifying them, turning those leads into customers and creating outstanding value and wow experiences should be the focus of everyone working for you. The number one goal of your company should be to create happy and satisfied customers and clients.

Giving your customers what they need and want is your mission. Creating value beyond expectations will make you wealthy. Solving their problems is your duty. Live this philosophy and success is assured in all that you do.

Once you undertand the true definition and importance of marketing your business will never be the same.

And how do you convert more prospects into customers?

It involves answering three questions.

1. What would my prospects need to believe to make buying from me a no-brainer?

2. Why wouldm't my prospects buy what I'm offering?

3. Why do my prospects need to buy from me right now?

Tailor your marketing messages to answer those three questions for them. You must tell them why it's a no-brainer to buy from you, attack why they won't buy, and give reasons why they should buy right away.

Get this right and your business will be on the fast track to super growth.

Remember this important truth and keep it in your heart always:

“The real purpose of business and marketing is to build life-long relationships with your prospects and clients. Marketing is all about bringing your market to desire your product or service.”

Do this and the world will beat a path to your door.

Brian Carson

Brian Carson is the president and CEO of the Market Ownership Group. Before founding the Market Ownership Group, a marketing consulting/business coaching company, Brian owned three brick-and-mortar businesses that he ran profitably for over 15 years. Brian sold them off to focus all his attention to the formation of the Market Ownership Group, founded in 2008. Brian has created marketing strategies, done for you marketing materials and given advice in a diverse range of businesses, from restaurants to barber shops to online only businesses to small retail stores, and financial advisors. If you would like to grow your business to new levels of profit and growth, or if you need help starting a business from scratch, email the Market Ownership Group at bricar@marketownership.com.

 

The Brian and Lee Show

On this week's episode of THE BRIAN AND LEE SHOW, Brian and Lee conclude their interview with serial entrepreneur, Dr. Ric Morgan, who started his first business at age 16 and has since gone on to start and develop 39 more businesses. Also on the show will be the Power Marketing and Core Business segments, as well as a business and trivia question.

Why Value Is More Important Than Money

by Lee Wibberding

It is tempting to think your business exists to make money. Granted, money is useful for some things, and making money should be your ultimate goal. But to run an outstanding business it's more helpful to understand why a business exists – and it's not money.

Truth be told, most businesses could exist without money. The cash register may have to be a little bigger to fit the cow, or piano, or other large object you took in trade. Yet, at the very foundation every business does not exist to make money. A business exists to create value.

We do it in a thousand different ways. You may own a service business, or manufacture products, or provide retail convenience. The way you do it may differ, but at the core of every business it is creating value for the customer or client. The better a business does this, the more money it makes.

But you may think, Isn't it easier just to try to make money? Try to help my business make the most money it can, and in the process it will create value? No, it's not. If you just think about making money you miss ways to improve your business.

Let me illustrate. My family and I go to a local Laser Tag arena to have fun and family time. Imagine you are the owner of the Laser Tag place and are thinking about making money. How do you do it? You find a good price to maximize profits, find new ways to advertise. Offer discounts to draw more people. These are the things people with the make money mindset do.


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But imagine you take the “I'm here to create value” approach. What value is laser tag creating? After playing a few times I know it gives me a distraction. It is fun to shoot and dodge and try to do your best with other people. That's how laser tag creates value for me. But there are some times when it is not so valuable. When no one but me shows up. For it to be really fun you need at least three people on each side. Showing up when no one else is playing is not fun. No value created. There have been times I've thought about going but was afraid no one else would be there and decided against it.

Here is where the value approach really comes into its own. When we think about creating value we realize more people means more value for everyone. And it means if those customers right on the edge of decision know people will show up, they will make that decision to play.

So at least one solution becomes clear, presell about six passes each night at a discount. If you don't show up – no refund, because the purpose of the presell is to guarantee that minimum fun amount of people. Over time I will catch on that every time I go is fun, because there are always enough people. This will create more value for everyone.

Forget about the money for awhile. Think about how you create value, and how to do it better. Once you get that figured out charge a fair price and the money will follow.

Lee Wibberding

Lee Wibberding hasn’t always been successful. After failed attempts at business, investing in the stock market, and real estate, he realized there may be a few things to learn. Taking a friends advice that anyone can become an expert on a subject by studying it for fifteen minutes a day, Lee decided to study economics.Now, five years later, Lee owns his own (successful) company and teaches people how to start and succeed in their own business. Lee is a publisher, author and entrepreneur who’s latest book is called “Money Seeds: Seven Simple Principles to Create Extraordinary Value.“ You can grab a free chapter of Lee's book at www.mymoneyseeds.com


Brian and Lee Resources

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