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Issue 13
Sunday, August 28, 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 last 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 3

by Brian Carson

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

To review once again, 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 dissected each of the steps (except for number five) and looked at the five rules for lead generation that are critical to making the first four steps work.

Now we’re going to take a look at the fifth and most important principle. The principle that if followed will make all the difference in your business.

Everyone of the other steps flow from this fifth and final principle. It can be the difference between unbelievable success and outright failure and discouragement.

Alright enough suspense.

The fifth and most important step to marketing success is the Law of Reciprocity, also known as the Golden Rule or the Strategy of Preeminence.


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The Magic of Reciprocity

Everyone who studies persuasion and various forms of marketing knows of the Law of Reciprocity.

The Law of Reciprocity, in its most basic form, states: If you give or do something for someone they will respond in kind.

In ethics and religion this law is known as cause and effect, sowing and reaping, giving and receiving.

Reciprocity is talked about frequently in marketing, social psychology and persuasion circles. Reciprocity works. It’s been proven to work.

The problem arises in the action, or doing part.

It’s easy to talk about reciprocity, but few do anything to implement it in their sales and marketing process.

So, it’s refreshing when someone actually decides to incorporate reciprocity into their business and goes and does it. Don’t be fooled into thinking it won’t work for you. This law can work for you in many situations – including garage sales.

A friend of mine recently had a garage sale and his wife Melanie baked some cookies with a sign that read, “free, take one.”

The results: Those who took a cookie bought more than those who didn’t. The garage sale, and they have had them before, was the best ever in terms of sales.

If they can use the Law of Reciprocity for a simple garage sale, don’t you think that you could incorporate it into your business and marketing process?

Unfortunately, most marketers don’t. The quick sale is what they’re after.

Big, big mistake.

Actually caring about your customers is the way to true business success. I’m not just giving lip service here. I mean actually falling in love with your customers and trying to put their needs, wants, and desires ahead of your own.

Sales legend Zig Ziglar once stated, “You will get all you want in life if you help enough other people get what they want.”

Nothing could be more truthful.

Begin your day with the question, how can I serve? How can I help others get what they want?

Do that, listen to what your subconscious tells you, and act on it. Action is the key to making it all work.

If you follow the golden rule of life and business, do unto others as you would have done unto you, then success is assured.

Let the magic of reciprocity flow through your marketing, your business, your life. Live your life with the purpose of serving and ironically, you will get everything you want out of life.

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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