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Issue 12
Sunday, August 21, 2011

Letter from the Editor

Welcome back to the latest issue of the Shoestring Entrepreneur Newsletter!.

In case you haven't heard the Brian and Lee Show will be taking hiatus for several months due to business opportunities in the works for Lee and myself. The show will return sometime in January.

As far as the Shoestring Entrepreneur is concerned, the newsletter will continue on with quality business and marketing articles and lessons.

In this week's newsletter, I'll share an article titled "The End of Marketing Confusion." The second of a three-part series on what it takes to be an effective marketer.

To your success,
Brian Carson

The End of Marketing Confusion Part 2

by Brian Carson

In part one of this series we established there are five steps to marketing success – online and off.

To review, the five steps are:

  1. Find a hungry market
  2. Find out what they want
  3. Give it to them
  4. Focused Implementation
  5. ?

In the second part of this series, we’ll dissect each of the steps (except for number five) and look at five rules for lead generation that are critical to making the first three steps work.

Find a Hungry Market/Find What They Want/Give it to Them

Never in the history of business and marketing has it been easier to find a hungry market.

Thanks to the Internet and sites like Google and Facebook, it’s never been easier to not only find a hot market, but to discover what they want.

You also have forums, keyword, and various market research tools at your disposal. It would take too long to cover all those in detail here, but all you have to do is just run a search and start gather information.

To make it easy for you, everyone on planet Earth wants to make more money, save more money, have unlimited personal freedom, look good, be healthy, and find the love of their life.

Match your marketing to these desires and your golden.

If you already have a niche, bring some or all of these desires to the forefront of your marketing efforts. Especially if you’re a consultant. All a business owner wants to hear, no matter what the niche, is you can make him more money and/or give him more freedom.

Trust me on this.

After five-plus years as a successful consultant/advisor if you can make the business owner more money and give him the freedom to back away from his business and do the things he secretly desires, you will have success like you’ve never imagined.

After you have the niche the rest is just a matter of listening. Really listen to what the market wants (don’t worry, they’ll tell you) and give it to them.

It really is that simple, but also difficult.



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Lack of Focused Implementation

Almost 90 percent of businesses fail for two main reasons – lack of focus and lack of business/marketing knowledge.

Both can be corrected rather quickly.

Business and marketing knowledge can be acquired through study and/or by hiring a consultant. Lack of focus can be stopped by keying in on the five steps above, better time management, and locking in on one marketing process at a time.

Those processes being lead generation, referrals, lead nurturing, etc.

Lead Generation

Lead generation is critical for business success, even more so for a beginning business.

It’s one of the most important skills to master in your business.

Without new leads coming in on a regular basis, a business can stagnate and die. While you must maintain a solid relationship with your existing customers so they don’t leave you, ignoring effective ways to generate new leads can be just as fatal.

There are five rules to follow when it comes to lead generation and because I’m so nice, I’ll spell them out for you right here, right now.

1. You must entice them with a solid offer – it can be a freebie or self-liquidating (low cost) offer, but you must create something that will entice a prospect to check out your website, give you their contact information, or anything you want them to do. Free reports or videos work extremely well on the Internet.

2. After they take the bait, you must develop a relationship with your prospect – if they take you up on your offer, now is the time to be patient and not go for the hard sell just yet. You want them to get to know, like, and trust you. Do that by developing a relationship with your prospect. How? Easy. Give them quality free information that will help solve a problem, ease a pain, or make their life better. Give value before selling.

3. Only sell them quality products or services - This goes hand-in-hand with step two. Only sell them products or services that will have a true, lasting benefit in their lives. Treat your customers like gold and only give true value. If you treat them as you would want to be treated (the good, old golden rule in action), you will have raving fans for the rest of your life.

4. Use as many Direct Response methods as you can for attracting leads – Don’t limit yourself to just one way of finding leads. Your business needs multiple lead generating mechanisms just like it needs multiple streams of revenue. Use whatever methods are available and what your budget can afford. There are many to choose from: pay per click, banner ads, media buys, direct mail, yellow pages, radio, TV, newspapers, magazines, renting lists, and much more. Use them all if you can. Just remember to always be testing. Keep what works – drop what doesn’t.

5. Create systems to make your lead generation efforts automatic – After you put your lead generation tactics into effect, develop a system or systems to make it run on autopilot. Your job as an entrepreneur is to come up with marketing and product creation ideas and then let your employees handle the day-to-day implementation. Create systems were your outsource workers and employees can learn the system and do the job on their own, without your constant involvement. One of the benefits of owning a business is personal freedom. Don’t be a slave to your business. Develop systems so your business runs without you being there.

There you have it. The five rules for effective lead generation. Follow them watch your lead generation efforts compound exponentially. And remember, more leads means more customers and more customers means more profit for you and your business.

In part three we’ll focus on the fifth and most important of the five steps…the secret will be revealed.

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


The Brian and Lee Show

On this week's episode of THE BRIAN AND LEE SHOW, our guest will be author and entrepreneur Wayne Breitbarth. Wayne is the author of the new book, “The Power Formula for LinkedIn Success”. He’s a Certified Public Accountant who received a BBA from the University of Wisconsin-Whitewater and an MBA from Marquette University. He is an owner of M&M Office Interiors in Pewaukee, Wisconsin.



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