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Evergreen by Alan Weiss, Noah Fleming

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CHAPTER 1

Debunking the Myth

New Customers Will Not Save Your Business

In November 2011, Rachel Brown’s bakery, Need a Cake, received the kind of attention many people dream of but never expect to actually get. Feature stories were written about her in The Telegraph and on the Huffington Post, MSNBC, and BBC websites, among others. It was the kind of publicity that would, in almost all cases, be unattainable for a small shop like hers.

After twenty-five years in business, Brown was in the news because her small bakery had done something phenomenal. She had enticed more than 8,500 new customers to her shop in the blink of an eye. But before I share the details about what happened and how Brown got this influx of new customers, I want to ask you ...

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