Maverick and Company

NO SMALL THING

Words are no small thing. A perfect phrase can stick in your brain, can inspire you, can round up the troops and put out fires. A perfect phrase can change everything. With just over 700 words, Abraham Lincoln turned the public health hazard, the field littered with dead bodies, the horror outside Gettysburg into a turning point of the war.

YOUR WORDS

A simple 60 second commercial might not be quite so simple if it connects you to your biggest client or a lifetime of referrals. Taking the time to find the right words, investing the money to buy the right words if necessary can pay off over and over and over.

FAMOUS EXAMPLES

Consider for a minute some of these famous phrases and how different they could have been. “I have a dream.” Martin Luther King OR “Hey guys, I’ve been thinkin’.” “We have nothing to fear but fear itself.” FDR OR “Suck it up you pansies.” “Frankly my dear, I don’t give a damn.” Rhett Butler in Gone with the Wind OR “Whatever, I’m outta here.” “Give me liberty or give me death.” Patrick Henry OR “Suck it England.”

WORDS MATTER

Make sure you take the time to create words that work as hard as you do. It isn’t about being perfect, but a perfect turn of phrase can make all the difference.

ONE LAST THING

Talk is cheap.Great talk is priceless. And a great 60 second commercial will cost you about 50 bucks. If you’d like to get some great talk of your own, please check out our upcoming classes at www.maverickandcompany.com

Next month we’re launching a new series of sales and marketing programs beginning with 60 SECOND COMMERCIALS 101. In it, students learn all the ins and outs of great 60 Second Commercials that actually sell and get you referrals. Included in this information are the SIX BIGGEST MISTAKES people make in their 60 second commercials.

Today I’m going to sneak you one of my favorite ones.

Mistake #3: PAPER CRAP

Mistakes are usually made by people who just don’t know a better way to do things. PAPER CRAP is the mistake you make when you give people STUFF THEY DON’T ASK FOR…your brochure, your flier, even your business card. You think you’re giving them valuable treasure, they feel like they’re getting PAPER CRAP. ‘PEOPLE DON’T WANT YOUR STUFF–Here’s the thing. People don’t want your stuff. They’ve got offices full of their own paper crap and mostly, they just don’t need or want yours. Unless they ask for it, DON’T give them stuff. It doesn’t matter how pretty your brochure is, how much you spent on it or how full it is with useful information…they’re probably going to trash it the minute they’re safely our of your sight. To them, it’s just PAPER CRAP. PAPER CRAP VS. THE CHOIR–PAPER CRAP occurs when you’re trying to sell to everyone instead of doing the work to connect with your CHOIR—the people who would just love to buy from you if they only got the chance.

Sell to your CHOIR, create resources that your CHOIR would want and need and don’t bother creating or pushing PAPER CRAP.