Dr. Ivan Misner®
What is Your Verb?
I just spent the five days at my semi-annual TLC (Transformational Leadership Council) event in Mexico. I come away from each of these conferences with nuggets of great information.
At this conference, one of the presentations that gave me a lot of great nuggets was from my friend, Alex Mandossian. His talk was called “Discover Your Verb.” OK, I thought it sounded a bit weird but his content is always so great, so I didn’t care – I had to be there. I’m glad I was. It was in fact, amazing.
In his talk he said, the “biggest lesson I’ve learned over the years is the one thing that makes a great business person and leader is: movement!”
Albert Einstein once said that “nothing happens until something moves.” This is true in business and in leadership because without movement, change is not possible.
Alex told the story of a legendary ad man, Leo Burnett from Chicago. He said that “Burnett once put his staff to the task of analyzing 62 ads that failed to move merchandise. Why did they fail? Burnett said it was due to too many adjectives because adjectives (like “extremely”) don’t move people, instead they spark skepticism and doubt in our minds. In fact, of the 12,758 words of those failed ads, 24.1% were adjectives! Translation: more adjectives means less movement.”
Alex said that in comparison, Lincoln’s Gettysburg Address contains only 13.1% adjective-to-total-word ratio and Churchill’s “Blood, Sweat and Tears” speech has 12.3%.
If adjectives are the problem, then what is the solution? Alex said that it’s not nouns – it’s about verbs or action words.
Verbs increase persuasion power and move people according to Alex. The greatest thought leaders in history lived their lives as verbs.
By providing relevant referral marketing instruction, continuous support and compassionate consulting to develop a unified personal network, the Referral Institute creates communities of like minded, successful entrepreneurs who generate amazing business and aspire to a spectacular life!
Grow your business the effective way,
The Referral Institute teaches business professionals throughout the world how to harness the power of word-of-mouth marketing to drive sales for fast, sustainable business growth. At present, the organization has over 100 certified trainers operating in nine countries, and the numbers are rapidly growing.
Referral-based, word-of-mouth is the ultimate sales program. Those who train in it are Master Salespeople. There is no exception to this rule. Other marketing tools like traditional advertising, public relations and web sites are certainly of value, particularly if they reinforce the word-of-mouth process. The experienced sales professional recognizes that word-of-mouth is head and shoulders above all other sales and marketing methods.
Please browse our site to learn a little more about word-of-mouth marketing as well as training and trainers' opportunities available through the Referral Institute. Beyond that, we would love to talk with you (word-of-mouth or email) about growing your business the effective way by generating more and better referrals.
Please connect with us!