A few weeks ago, I spent spring break with a group of great kids from the first-ever NFTE Ignite program. NFTE stands for “National Federation for Teaching Entrepreneurship.” It’s a non-profit that works with high school students in under-served communities, providing business classes and mentorship. I’ve gone into a school to give a guest lecture in the past, but this was a more engaged program for most of a week.
20 high school kids from NFTE gave up their spring breaks to join this specialized program, where they could with entrepreneurs who have a challenge. Their role was to act as consultants and provide recommendations and feedback.
I went in with the challenge of building out our Maverick1Million.org platform. This is the one-sheeter they received:
I was looking for their help on what should be inside the platform (did the items I had highlighted seem like compelling draws?), how to make it go viral, and also how we to build the platform in a very lean way. Here’s me and the winning team: Sabera Syeed, Autumn Fletcher, Ivonne Alba and Dion Wheeler:
I got a lot of good ideas from the team, including having a board of young entrepreneurs as advisers; and even incorporating a “Meetup.com” element of Maverick Business Adventures for the young entrepreneurs. That was a big one beyond the online learning, incubator, etc. I’m really looking forward to getting this project back on track after a false start last year.
If you’d like to volunteer your talents or time to Maverick1Million.org, please let us know.
Just shoot an email to: firstname.lastname@example.org with how you want to contribute.
Blah…Blah…Blah (It’s all just meaningless words, right?)
Perhaps you remember the famous quote by William Shakespeare: “What’s in a name? That which we call a rose by any other name would smell as sweet.”
With all respect to Willy the poet: I don’t think so! As a copywriter, I know different words can have a profound impact on results. Seriously. There have been multiple tests where changing a single word in a headline (or a Google AdWord) has seen a tremendous difference. There’s a reason I carefully consider different words for the different impacts they’ll have.
A couple marketing examples:
“Investment” vs “Your cost” when talking about price of an item. Nobody wants to hear “cost” — but they’re willing to invest.
“Discover” vs “Learn.” If you are selling any sort of information, it’s often the kiss of death to talk about “learning.” People prefer discovering, which sounds more like they’re stumbling on something without as much hard work.
One of the most interesting books I read on this was written by Dr. Frank Luntz, a political pollster, who helped craft compelling messages the American public would want to hear. He’s the person responsible for turning “estate tax” into the more emotionally charged “death tax” — and re-framing the derisive “drilling for oil” into “exploring for energy.” There’s no doubt about it: words make a significant difference; and I think most people are lazy when using words in their own business.
When I do critiques for people selling e-books, I’m frequently chiding them to rename their books something else. Anything from”‘resource” to “tool kit” to “step-by-step system” has much more value than an e-book. With an e-book, people already have a basic premise of what it might cost. With a “resource” or “tool,” the value/cost basis is left up to the compelling copy.
Bernadette Doyle, one of Underground® 7’s breakout speakers and former Millionaire MasterMind member, really understood this. Lots of people are running teleseminars these days — so instead of going down the normal path, Bernadette called her teleseminar a “Master Class.”I love it! This implies so much more value than a regular teleseminar.
By creating your own specialized vocabulary, you have the ability to define the term and own it.
Ever heard of a “Real Estate Artist”? Probably not. That’s my friend Frank McKinney (www.Frank-McKinney.com). Here’s an excerpt from part of his bio (the bolding is mine):
Each of the estate homes Frank creates is a one-of-a-kind work of art, infused with vivid imagination and designed on a canvas of sun-drenched Atlantic ocean (just look at the videos and photos on the preceding Acqua Liana link!).
Accordingly, Frank McKinney is now known around the globe as a Real Estate “Artist,” and the creative force behind some of the world’s finest and most magnificent mansions ever built. Prior to the sale of his new multi-million dollar “Acqua Liana” mansion, he had sold, with an asking price of $50 Million, the largest and most expensive spec home ever created, containing 72 rooms, 32,000 square feet, 12 bedrooms, 18 baths, and a 14 car garage.
Since his first $2.2 million oceanfront spec home in 1992, Frank McKinney has created and sold 38 oceanfront properties with an average selling price over $14 million. In addition to his real estate artistry, Frank McKinney has now become a 5-time International Bestselling Author, and is focusing more attention on his books and writing.
Frank builds these amazing multi-million dollar homes on spec. Instead of just allowing others to label him, he’s given himself the title of “Real Estate Artist.” This has much more implied meaning and value than simply being an “ultra luxury home builder,” right? And it’s something that sets him apart from others, even on this elite stage.
Looking for a DJ for a party? Well you probably won’t find “regular” DJs calling themselves “musical stylists’ like Girl on Wax. Once again, this implies a level of sophistication (and expense) that is head and shoulders above a regular music DJ.
Hopefully you’re getting the idea of why I’m so high on unique and compelling verbiage. Why let others pigeonhole into a category that already exists, when with your own unique language or title, you can own that spot?
Another area to consider creating your own unique language in is job titles.
With Maverick, we have different titles like “Community Commando” or our newest team member, Aydika Jack James, is called our “Maverick Communications Samurai” (this is also a nod to her Japanese heritage). Interesting titles give your company a certain unique culture and fun aspect to it.
And now, the Big Question:
So where are we hanging out and brainstorming next?
I’m incredibly excited about a few upcoming experiences, adventures and new learning concepts we’re putting on, and I certainly hope to see you.
This 4th of July weekend, we’re having our first-ever Maverick family entrepreneurship event in Park City, Utah. We’ll have real-life business sessions for children ages 6-23, plus sessions designed for you—successful Maverick parents—giving you powerful tools to raise kids who could easily fall into “the entitlement trap.”
Throughout the event, the young entrepreneurs will run actual businesses and compete for fun prizes based on who sells the most.
This experience is only $1,995 for a family of two. (You’d spend more going to Disney World!) More details at: www.MaverickBusinessAdventures.com/family
Coming up this October 18 – 23, 2011, we’re heading back to Baja for our 4th time! This trip is what started Maverick Business Adventures, and it’s still one of our favorites. There are more miles than ever this year — so you must there. To get all the details and sign-up, go to: www.MaverickBusinessAdventures.com/experiences/bajaoff
Finally, for another first-ever, we’re holding the new annual Maverick M3 Summit, December 8-9 in Miami, Florida. This event is open for all current Maverick1000 members at no cost. We’re hoping it’ll be the largest gathering of Mavericks ever in one spot…. and you know what happens when Maverick members get together – lots of mayhem! (Plus great ideas, business opportunities and connections.)
Check out what we have in store for you and RSVP right away: www.Maverick1000.com/m3summit
Hope to see you there!