Brad Costanzo is the founder of Costanzo Marketing Group, a company that offer customized marketing and consulting services to a select group of businesses who are looking to get more business, leads and revenue but are stuck or frustrated with the options they had and failed campaigns that only cost them money.
What is your background in regards to your education and experience?
I started my first online information product business in 2008 and used it as a marketing laboratory to learn everything I could about entrepreneurship, direct response marketing, and growing a business. Right now I’m engaged in multiple business ventures as an owner, consultant and advisor. I help intellectual property owners leverage the knowledge in their heads or in their business to create much more passive income… without selling products or services, without building infrastructure or the frustrating hassles that many entrepreneurs face. I also help companies, large and small understand how to leverage the intellectual property of others in their business to attract, convert, multiply, retain and reactivate customers and clients. I have a knack for seeing the invisible and hidden assets or opportunities that others miss and knowing how to capitalize on these assets. Thus partnering with my clients allows us to create opportunities they often didn’t realize existed.
Which knowledge or experience have facilitated your career?
My experience in sales has helped me understand and relate to customers, understanding how and why they buy. Seeing a product or a service from your customers point of view is critical and often overlooked. Creating, running and finally selling an online information publishing business, and all the skills necessary to have done that, has given me insight and knowledge on what it takes to do it again and what to avoid.
If you could go back, what would you do better and what wouldn’t you do at all?
When I was building my first online-based business, I originally intended to hire and outsource many tasks and skillsets that I didn’t have. Yet I found myself unable to release my tight grip on every facet of the business. I wasn’t broke, I had money to outsource, but for some reason I tried to learn everything on my own or outsource on the cheap and ended up frustrated. I also ended up becoming an accidental expert in many areas that weren’t income producing. So the first thing I would do is pick the tasks to outsource, budget the money and hire the best I could afford. That brings me to another point. I would take whatever I could afford to invest in myself and segregate that into a separate account. Whether it were $1,000 or $5,000 or $50,000. I would earmark that as money for my business instead of pulling it out of my savings when I needed it.That would keep it from hurting every time I dipped into my personal checking account to write a business expense. Rookie mistake, but that’s what I’d do differently.
What were your biggest difficulties?
Trying to sell a product that few people wanted or searched for online. I made it happen despite the odds being against me. My other difficulty is that I’m so easily distracted. It makes it hard to focus on one task when you’re taking on a million at the same time.
What do you think is the best habit which allows you to get the best results in your life/work?
My best habit is that I’m always learning. I take action on much of what I learn, but if I need to procrastinate, I pick up a book, course, interview or other educational material that adds to my skillset. You could say that I procrasti-learn.
What would you suggest to the people who want to follow inyour footsteps?
Understand that you’re not alone. Someone else has the resources you need or needs the resources you have. And you don’t have to pay for everything with money. Value is exchanged in many ways and sometimes you can exchange relationships, knowledge or labor for resources. The point is to understand what the other party needs. If you can’t fulfill that need, maybe you can make the introduction to someone who can. I always ask three ordinary questions that seem to produce extraordinary results. 1.Who else has what I need or needs what I have 2. What if… this is more of a brainstorming session… but what if I help them get more of what they want in whatever way I possibly can. 3. Why not. If a value exchange exists and I can make that happen, is there any reason not to proceed?
What is success for you?
For me, money comes as a result of my success, not as an indicator. I feel most successful when I feel significant. Whether that significance comes in the form of my product helping a customer or my advice and collaboration helping a client. When I add significant value to others, I feel successful and money follows every time.
What would you suggest to the people who want to start a company?
This is a very broad question, but I’d suggest they really know why they’re starting it and what value they’re providing to others. I’d also suggest they not be afraid of failure, because failure happens at different levels. The key is to be able to course-correct quickly.
How do you set your goals?
One week at a time. I’m not a big fan of goal setting the way most people do it. I know what I want my day and week to look like. I know the big vision of what I’m trying to create and I realize that setting rigid goals, for me, often impedes my progress.
What motivates you?
Who was or is your mentor?
I’ve had many mentors in my life. Currently my mentor and partner in many of my ventures is Mitch Axelrod. His guidance has really helped me redefine and understand the significance of intellectual property in all its forms and how it can be leveraged, monetized and capitalized.