Because I value the opinions of the folks who read my blog regularly (that would be YOU), I need to ask you for a very small favor (this won’t take long, I promise).
So, I’ve just finished writing my first book. Well…the initial draft is complete and we’re moving into the editing phase.
I’ve appeared in 10 business books so far, but have never written my own. I consider this a Big Deal…at least for me. My business book’s purpose is to benefit small business owners as well as our business here at Mercantile. Yes, we will try to sell it online and in bookstores, but we will also encourage our closest referral sources to give away the book as a teaching tool (read: qualifying tool for them and for us). Later this year, we will offer the book near our cost to some of our key referral partners to get more copies of the book into the hands of the people who need to read it the most.
My book is about small business owners creating wealth for themselves through the ownership of their commercial property. Once I’ve drilled-in that initial theme, the next, main educational theme is about them doing this in the smartest way possible (i.e. financing with us…). Now, I’m not quite that overt in the book — I talk about the loan program we specialize in and believe to be the best one for small business owners — but you get the idea.
So what would I like your assistance with? I need to come up with the book’s title ASAP so my publisher can begin to promote the book (this is actually an almost nine-month process, which means the book won’t be available in bookstores and online until about September). But we need a title very soon so they can begin pitching it. Hey, I didn’t invent this process — it’s just the way it is.
Below are the two titles I’ve come up with so far (though I’m open to your other suggestions). I’d like you to vote for one of them and/or suggest something else. That’s it. That’s the favor. Fairly simple, I hope. Just respond back to this email and say, “I like option one,” or “I like option two,” or “I think they both suck, so why not try [fill in the blank].”
Be honest — I can take it. And before I sign-off…I want you to know that I truly appreciate your help with this. So here are the two options:
Option One:
Ultimate ROI: How the Smartest Business Owners Build their Fortunes through Real Estate
Option Two:
The Entrepreneur’s Secret to Creating Wealth: How the Smartest Business Owners Build their Fortunes through Real Estate
Thanks again, and take care.
Chris
UPDATE (2/3/12): I want to thank everyone for their great response and suggestions to this post! In addition to the comments posted below, we’ve gotten several hundred emails as well. We’re still sorting through all the comments and messages, and I’ll keep you posted on our decision-making process. Thanks again!
-Chris
Tags: business books, Chris Hurn, commercial property ownership, commercial real estate, entrepreneur, entrepreneur secrets, Mercantile Capital Corporation, small business owners, ultimate roi book, wealth creation
Dave Carmany says:
I would vote for #1 as it is a shorter title. My only concern is that some clueless small business owners may not know what ROI means (LOL).
Jordan M. Blanchard says:
I vote for the first title. I like it.
Bill Herrle says:
Option One. Can’t wait to see it.
Michael Cage says:
Option one by a mile. The 2nd could be selling “The Secret” and I wouldn’t know any better unless I read to word 16 in your title. The first says, “this isn’t a BS book, but one focused on something real … in this case ROI.” Congrats on finishing the writing.
John Riley says:
I like the second better. Believe it or not, there are folks out there who may not know what ROI is. However, the title is a little long.Another idea is to play on today’s class warfare: Don’t Get Mad, Get Wealthy: How the Smartest Business Owners Build their Fortunes through Real Estate. Good luck.
Miguel de Arcos says:
Option 2. Those that consider themselves, or would like to consider themselves, entrepreneurs wear that moniker very proudly and want to learn from other entrepreneurs who have succeeded. They are a different breed and wear it on their sleeve, so the name association I think would be important. Ultimate ROI could mean many things.
Steven H. Podolsky, SIOR says:
Thanks for including me. I like #1 the best. “Ultimate ROI” has a nice ring to it. Good luck with this.
Jeff Majewski says:
Number two. Not sure “ROI” is universally understood by non-savvy investors. Good Luck
Chris Hurn says:
Thanks for the vote, Jeff. I don’t disagree with you, but then again, that’s called “screening.”
Looking forward to working on some more deals with you guys this year.
And obviously hoping G&E will want to order a bunch of copies of the book to give away as a “value-add” to owner-users.
John Parlante says:
I like option two. ROI may not be interesting enough to capture everyone’s attention if they do not know the definition or how ROI is calculated.
Chris Hurn says:
Thanks for the feedback, John.
Ken Rosenthal says:
Done…took 45 seconds!
Zola Finch says:
Definitely option #2.
Marvin Moss says:
I like the first title.
Bill Carroll says:
OPT 1, #2 sounds like a million other “wealth/entrep books”.
Chris Hurn says:
Thanks, Bill. I’m inclined to agree with you. But… we have LOTS of votes to count up. Not sure it’ll be a “democracy,” but I’ll certainly take suggestions under advisement.
Joe Bert says:
Congratulations. I vote for #2.
Chris Hurn says:
Thanks, Joe. BTW, I saw Adam a couple weeks ago at a birthday party.
Kathleen Downs says:
Those are both long how about something like: The Second Business that Entrepreneurs Don’t Know they Have
Chris Hurn says:
Thanks for the feedback, Kathleen.
Rick Kimball says:
I would extract “öwners” as a great deal of your audience may not be current owners.
Chris Hurn says:
Yes, but those are the only people WE can help, Rick. Thanks for your vote. We’ll keep you posted on this.
Rick Kimball says:
I was thing you wanted to address the value and importance of ownership in a way that major lessee’s would move to ownership models based upon your progressive program?
Chris Hurn says:
I understand, Rick. Thanks again.
Stefan A. Rubin says:
Awesome. Congrats. I think option one, based on title alone (especially with the ROI reference), might suggest that the book is about flipping or speculative real estate. Option 2 is also not perfectly clear that it’s about a business owner owning the real estate used in their own business, but less confusing without the ROI. If you had a name that talked about an entrepreneur owning “the business’s real estate” then I think that would help to eliminate initial misconception. (But that’s assuming that I understand the premise correctly). PS can’t wait to read it
Steven Seigle says:
Congratulations on completing your book. I prefer option one-Ultimate ROI. Let me know which one you choose.
Chris Hurn says:
Will do, Steven. Thanks for the feedback!
Frank Venice says:
Unsure u need other than: How the smartest …
Chris Hurn says:
Thanks, Frank. Not a bad idea.
Rod Atkins says:
I would use option #2. Good luck in your writing endeavors.
Chris Hurn says:
Thanks, Rod.
Ken says:
I like the second one. Good luck!
Bo Burlingham says:
I’d go with option 2, Chris.
Chris Hurn says:
Thanks, Bo.
Did Nikos ever sign us up for the Small Giants Community? We need to do that and catch up at your next event. Once my book comes out, maybe it’ll be time for me to do one of your webinars for the SGC, too?
Bo Burlingham says:
Don’t know the answer to you question, Chris, but we’d obviously love to have you as a member. As for the Webinar, I think that’s a great idea.
Chris Hurn says:
I’ll have our favorite Greek check on it… right after he finishes fixing his old country’s economy! Thanks again. Let us know who to contact for that.
Hope you’re doing well these days.
Rosemary Bowers says:
I like Option One, Numero Uno—Ultimate ROI. . .
Kris Murray says:
I like a hybrid of sorts: “Ultimate Wealth Creation: How the Smartest Business Owners Build their Fortunes through Real Estate”
Chris Hurn says:
Thanks, Kris! I appreciate your feedback. Hope to help some of your clients again soon!!!
Matthew Reid says:
The Entrepreneurs’ Secret to Creating “More” Wealth: How the Smartest Business Owners “Add to” their Fortunes “by purchasing their own” Real Estate
Chris Hurn says:
Thanks, Matthew. I’m expecting Weemba to order LOTS of my books!
Matthew Reid says:
My pleasure. I hope so too!
Steve Hermann says:
How about “Permanent Wealth: the secret to lasting fortune through real estate ownership” or “Own It! : the secret to building permanent wealth. My two cents for what it is worth (two pennies)!
Mike O'Donnell says:
I like what’s behind door # 2. The term “ROI” scares off small business owners in our line of country unless the business owner has an MBA, which is why I didn’t vote for #1. Good luck with the author-signing circuit!! I hear that living in a big bus criss-crossing the county and visiting book stores for readings and tie-dye t-shirt signings, is good for the soul!
Shannon Marks says:
Chris – I like option 2 even though it is longer. Congratulations!
Karine Decker says:
Sorry Chris they both suck. Too long. I would encourage you to keep it short and catchy. Most people are drawn by the title then they flip the book over to see what it’s really about and to figure out if they want to keep reading. Long titles do no attract attention. They repel in many cases. Consider revising to “Build Your Fortune through Real Estate” instead. Then you can say more at the bottom, side or back of cover to help the reader understand the that the book is a tool for small businesses in particular. Just a suggestion…. Good luck to ya!
Chris Hurn says:
Okay. You’re my first “they both suck”! J Will keep your feedback in mind. Thanks.
Karine Decker says:
No problem… Just trying to be honest. I have nothing to lose or gain so my goal was to just try and be honest and hopefully help you out.
Good luck to you!
Dwight Sumners says:
Congrats on the book Chris! Option 1 or or option 3: Ultimate ROI: The Entrepreneurs’ Secret to Creating Wealth through Real Estate
Chris Hurn says:
Thanks, Dwight. I’m expecting FFCFC to order a couple hundred (at least) to give-away, by the way. J Don’t worry, I’ll keep the cost down for you, so only one or two deals will pay for ALL those books. J
Mario says:
I like option 2 with a small twist how about just calling it “The Entrepreneur Secret: (etc.)”
Chris Hurn says:
Thanks for the feedback!
Kathy DeJoseph says:
I like Option One. The first two words “Ultimate ROI” grabbed my attention and stimulated the “gray cells” for me. We need works like you are doing to help kick start the economy and get us back to better economic times. Good luck!
Chris Hurn says:
Thanks, Kathy! We’re trying our best over here, as I know you are too.
Timothy Norris says:
Of the two options, Option #2 works best for me. Some people may not know what ROI means and you’ll lose them right there…. Good luck with the book.
Chris Hurn says:
Thanks, Tim. While I agree with you… using “ROI” might screen-out the less sophisticated that we can’t help anyway.
Debbie Matalavage says:
Of the two I like the first one better…but dont put too much weight on my thoughts. ROI is more interesting or catchy… Entrepreneurs…dime a dozen…jk thats my take
Chris Hurn says:
Thanks, Debbie. I wouldn’t have asked if I didn’t want to consider your ideas. J
Juan Amo says:
It’s incredible how your mind works. The way you are advertising your book without actually saying it…. pretty smart. Maybe because I know how your mind works…. My 2 cents: How to create wealth for yourself through the ownership of your business commercial property…… or something along those lines………
Chris Hurn says:
You still have much to learn from me, young Jedi. J
Darwin Rinner says:
“gold from dirt”..
Chris Hurn says:
We had something like that originally, Darwin. Thanks for the response.
Stephen Snyder says:
Get Rich Owning Commercial Real Estate; How to Get Rich Owning Commercial Real Estate; Wealthy Entreprenuers Own Real Estate: Here’s how you can too; [try survey monkey.com for this next time. we use it all the time for surveys like this.]
How to Build Wealth with Commercial Real Estate;
Chris Hurn says:
Thanks, Stephen. How the HELL are you?!? I thought about Survey Monkey AFTER I wrote the email, and frankly, I didn’t expect to get a few hundred responses in only 90 minutes. Oh well…
We should catch up sometime soon, by telephone, if nothing else. Let me know.
Paul Lorenzetti says:
I REALLY DO NOT CARE FOR EITHER. THEY ARE TOO LONG AND I GET BORED READING THE TITLE: WILL THAT CARRY OVER TO THE BOOK????? Try something shorter like…… The Entrepreneurs’ Secret to Creating Wealth: Real Estate
Chris Hurn says:
Thanks, Paul. RE: whether it’ll carry over to the book – I don’t think so. I AM trying to telegraph my message to my ideal readers, however – easier said than done.
Paul Lorenzetti says:
Good luck. I went the same way with a book I wrote 40 years ago. The title was the big problem even though it was a scientific work.
Robert Knight says:
Option 1. Option 2 uses the word “Secret” and reminds me of all the scam medical books about unknown or suppressed cures for diseases. Stay with Option 1.
Chris Hurn says:
Thanks, Rob. Good advice.
Al Hakim says:
Buy Your Building Already!: The Key for Small Business Owners To Accumulate Wealth or Buy Your Building NOW!: Small Business Owners Guide To Accumulate Wealth. -Al (let me know if you need help printing your book)
Chris Hurn says:
Thanks, Al! Good suggestions.
Richard Gjerulff says:
Neither one or two. The real estate paradigm. How to make real estate create wealth for the self employed business owner In any economy
Chris Hurn says:
Thanks, Richard. I like it.
Joshua Long says:
Congrats on the book! As for titles, I think #2 is stronger. Here’s another option along that line: The Entrepreneur’s Wealth That Lasts. The #1 strategy smart business owners use to create wealth for life. Kinda clunky, but I hope it helps add to the submissions and get you closer to the bull’s-eye.
Chris Hurn says:
Yep, nicely done, Josh. Thanks.
Tim Hirt says:
I dont have enough information about your book to help you with the title–your request is kinda wierd.
Chris Hurn says:
I’m sorry you think that, Tim. I’ve been literally shocked by the hundreds of responses I’ve gotten so far (in only about 90 minutes), but you’re the first to call it weird. I DO appreciate your reply, however. I guess others just want to give their opinion, especially since I asked. Take care.
Tim Hirt says:
Let me re-state that prior email.
I would be honored to help you.
I do not think I have been afforded enough information to give you an authentic answer…anyone can blow smoke up your (you know where)…but a person who truly cares about you and your success would not give you some “hocus-pocus” answer…
The statement “kinda wierd” is due to the fact that we are not even aquiantances–let alone close…
It would be my pleasure to get more information from you and to also become a true friend that you can trust…until we start down that road and have some history—its kinda wierd.
I wish you every success in the world and a lifetime of joy.
Chris Hurn says:
Thank you for clarifying, Tim. I appreciate your comments. We got such a tremendous response by asking this simple question to some close friends of mine, that we thought we’d ask all the people in our database – and you got on there somehow? I can appreciate your position on this. Short of divulging the entire book to everyone, it would be hard to give an appropriate level of information – I was just looking for people’s reaction and opinion… the kind you’d give when walking down a bookstore aisle. No offense taken by the “kinda weird” comment. I wish you all the best as well. Take care.
Margaret Fraser says:
Create Wealth for Yourself by Owning Your Business Property . . . We’ll Show You How; Pay Yourself Rent – Own Your Commercial Property; Bye Bye Commercial Landlord — Hello Wealth Creation This may help keep your creative juices flowing.
Chris Hurn says:
Thanks, Margaret. Good stuff!
Ron Harlow says:
Our books have some similarity but are also quite different! We should probably plug each other. You have a larger platform than I do but I am glad to help however I can. I like Option Two for your theme. Or you could try “Outdrive Tony Zara and the rest of your Golf Competition”, by Ron Harlow and Nathan TervortJ
Chris Hurn says:
Definitely!
And you KNOW . . . you’re gonna piss him off!
Nate Kennedy says:
I like this title with a slight variation. Ultimate ROI: How Smart Business Owners Build their Wealth through Real Estate or Ultimate ROI: How Smart Business Owners Leverage Real Estate To Create Wealth . Let me know when you launch and I will drive my list to it.
Chris Hurn says:
Thanks, Nate. Will do.
Corne says:
I like option two. good luck with your book
Rick Zimmer says:
I vote for #2 with a slight variation. It seems a little long and wordy. Suggest you shorten it for example –The Entrepreneur’s Wealth Creation Secret - How Business Owners Build Smart Fortunes through Real Estate. Hope this helps. Good luck.
Chris Hurn says:
Thanks, Richard.
John Simpson says:
Accumulation of Wealth: The path to Success
Chris Hurn says:
Thanks, John. This will be an ideal book for your future clients.
Sonya says:
Option two is better, b/c I don’t know what ROI stands for. However, I might overlook the book with both titles b/c it sounds like a book for buying investment properties, not about buying your own property to make better profits.
Chris Hurn says:
“ROI” means return on investment. It’s not a book for becoming a passive real estate investor – that’s not what we do. It’s a book about how small business owners can easily and smartly purchase/build their own commercial property for their own use – begin paying themselves rent instead of their landlord’s mortgage. This strategy may not produce additional profits (though it can), but it WILL produce additional wealth.
Barbara Benson says:
Option #1 – “Entrepreneur’s Secret” rings scam to me
Chris Hurn says:
Thanks, Barbara. Hoping you’ll be buying numerous copies in the future. I plan to list all the CDCs (and their contacts in the book) who get back to me on this, by the way.
Terry DeWitt says:
Dear Chris Good luck with your book. I like option 1 – short and to the point.
Chris Hurn says:
Thanks. This might be an ideal book for some of your franchisees – when they can own the commercial property instead of just leasing it.
Brandon Delles says:
Two… Secrets are more personable…
Chris Hurn says:
Thanks, Brandon.
Maria Montalbano says:
Option 2 would be a better title. With Option 1, you may lose a potential newbie market, since many won’t know the term ROI, or that wealth can be built through real estate ownership. Option 2 targets a broader market.
Chris Hurn says:
Thanks, Maria.
Daniel McMahan says:
Option 2, Not sure everyone understands ROI.
Chris Hurn says:
Thanks, Daniel. I don’t disagree.
Mike Porte says:
Creating Wealth in Real Estate
Chris Hurn says:
Thanks, Mike, for the feedback. Hope to do some more business with you guys in the New Year!
Obviously, this will be a book you’ll want to give away to potential owner-user clients in the near future.
Kim Ioanidis says:
I like option two. Like the idea that commercial real estate still has/will provide value and returns.
Chris Hurn says:
Thanks, Kim. Gotta get you and Frank to buy LOTS o’copies to give away later in the year. Don’t worry – I’ll keep your cost down and the first deal you get from it will probably pay for the order. Looking forward to seeing you later this month.
William Roberts says:
My choice is: “The McDonalds Strategy: The Business of Business is Real Estate”. Even if you don’t use this you should send me a free copy. I will review the book on my website.
Chris Hurn says:
Okay, thanks for responding, Bill. What’s your website?
Vince Lambert says:
How about: Real Estate: The “Grounds” For Wealthy Entrepreneurs
Chris Hurn says:
That’s kinda cool, Vince. Thanks for that.
Kelly Lockhart says:
Creating wealth through Real Estate.; Small Business Owners; Creating wealth through commercial property. ; Wealth, through commercial property. ; The smallest side of the coin; Creating wealth through commercial property. Hear are a few titles for you Chris. Im no writer but I love to give suggestions. We are all in this together. Everything we do effects everyone!!!!
Chris Hurn says:
Thanks for all your suggestions, Kelly!
Juan Cajina says:
I prefer: “The Entrepreneurs’ System to Creating Wealth: How Business Owners can Build their Fortunes through Real Estate.”
Sandra Greatheart says:
I like option two the first half but its something about the second half that I don’t like because as a general rule every business owner is smart so maybe the title should be: The Entrepreneurs’ Secret to Creating Wealth: The Savvy Business Owners guide to building wealth in real estate OR The Entrepreneurs’ Secret to Creating Wealth in Real Estate: The average Joe’s manual for buying like the pros OR or simply: The Entrepreneurs’ Secret to Creating Wealth in Real Estate
Chris Hurn says:
Thanks. I appreciate the feedback.
Sharon Bramlett says:
Congratulations Chris ! We vote for Option 2, as we believe some people (probably not many) won’t know what ROI means. We realize people in your business will know about ROI and some owners… And, we will want to purchase the book as soon as it is available !! Good luck, as always,
Chris Hurn says:
Thanks, Sharon. LOVE the enthusiasm! I can’t wait for you to purchase it, too.
Pat Gray says:
I prefer Option One, but.. How about…. Dirt Poor? Think Again! LOL
Chris Hurn says:
Thanks, Pat. I’m not sure I can finance those who are “dirt poor,” but I appreciate the suggestion.
Pat Gray says:
Sorry. Weird sense of humor got the best of me.
Jack Britvan says:
Wealth Thru SMART Acquisitions…….
Chris Hurn says:
Thanks, Jack. Let me know if we can ever help your clients.
Bill Bennett says:
Real Estate Investing: Buy Low, Sell High: But Always Leave Some Money On The Table For The Next Guy( or it won’t sell).
Chris Hurn says:
Not bad, Bill. Thanks for responding. Let me know if we can ever help your clients.
Ramon Cano says:
Very over done options. Need to put “financing” somewhere in the title. All anyone wants to know about these days is MONEY!!! “Real estate” is very boring and no one will be interested because they’ve already read 10 other books that came to them more highly referred. The only reason I communicate with you is because I see you as a link to money!!! Sorry to be so brutally honest. I hope this helps.
Chris Hurn says:
Thanks, Ramon. Good suggestion. And no, I don’t take offense to your “brutal honesty.” It’s what I do…
Zee Parnell says:
Option Two: The Entrepreneur’s Secret to Creating Wealth: How the Smartest Business Owners Build their Fortunes through Real Estate. In my opinion, people always want to know the Secret, how to Create Wealth! I find it more attractive! Best of Luck!
Chris Hurn says:
Thanks, Zee. Good suggestions!
Richard Quick says:
New title “How to simply MAKE MONEY”!
Chris Hurn says:
Thanks, Richard. That might be a little too simple, but we’ll see. Thanks again.
Darin Brock says:
I like Option 2, but take out “to Creating Wealth” to shorten it. “The Entrepreneur’s Secret” sounds kind of catchy. Also, it was nice to meet Dan Eshbaugh and Tony Zara at the Hotel Brokers International Annual Meeting last week.
Chris Hurn says:
Thanks, Darin. Glad to hear of you meeting with Dan and Tony. We’d love to help you finance some deals this year – we’re continuing to see a LOT of limited-service, flagged properties that are PERFECT for what we specialize in (504s). Hopefully later in the year, you guys will buy some copies to give-away as “value-add” to potential clients of yours.
Scott Peters says:
Option One! Less wordy, more direct, gets my interest immediately without having to try to figure out what the book may be about. ROI says it all. Look forward to reading it.
Chris Hurn says:
Thanks, Scott. I appreciate the suggestions and the enthusiasm. Can’t wait for you to read it, also.
Kelly Oliver says:
“Hey Chris,
Congratulations!! Writing a book can be a challenge at times. I’m in the process of writing a chapter as a co-author in another book, and developing stages of my own book myself.
So…not knowing exactly the theme, I think you might be looking for something catchy and sexy….
We all agree this economic environment is the new norm…so capitalize on it. May be the title is:
“”The New Norm for Small Business: Creating Wealth Using Current Investing Strategies”"
Not that I don’t care for your titles. But I think you are trying to catch their attention. Also, if you can pick a recognizable brand, you can write several books thereby linking them together, and create a fan following.
Feel free to use as you wish, my only request is that if you use it…let me write a review on the cover.
Send me a copy…Good luck!!!
Chris Hurn says:
Thanks, Kelly! Good stuff. With our national relationship with G&E, I’m expecting corporate will buy in bulk for everyone to distribute to potential owner-user clients.
Anthony Alexander says:
I like Option Two, The Entrepreneurs’ Secret to Creating Wealth: How the Smartest Business Owners Build their Fortunes through Real Estate for your book title. I also hope that you have great success whit your new book! Let me know when I can pick up a copy….
Margaret Tonkin says:
“My two cents…
Yes, on Option 2: Should appeal best to the audience you describe. It stimulates excitement & draws the curious – while also relating ‘Entrepreneurs’ to ‘anyone’ — hopefully creating a more spontaneous desire to read. ; )
“ROI” may be overly Developer talk, and not necessarily relational to the broader market.
Wishing you the very best with your new venture! “
Chris Hurn says:
Thanks, Margaret.
Joe Tufo says:
Option two incorporates secret which everyone may like to know and smartest which everyone would like to believe they are.
Rex Hassard says:
How about: How Savvy Small Businesses Thrive; The Real Estate Connection
Chris Hurn says:
Not bad. Thanks, Rex.
Dave Murray says:
“Hi Chris, I like Option 1. “Ultimate ROI” is a much catchier phrase. I might also suggest you consider saying “How the Smartest Business Owners INCREASE Their Fortunes Through Real Estate.” [emphasis added]
In my experience, unless they’re in the business of Real Estate Investing, every business owner I know thinks their main fortune will be built from their business. If you try to tell them otherwise you run the risk of alienating them before they even give your book a chance.
Good luck with it.
Chris Hurn says:
Very good point, Dave. I’ll certainly incorporate that.
Rick Benito says:
“Chris…of the two titles, I like option One. Here’s why:
Your focus is small business owners and I agree ROI is critical. Option Two MAY limit your audience( and those picking up your book) to entrepreneurs… and your audience is much broader.
Thanks for asking. Good luck and best wishes.
“
oneal hodges says:
“my suggestion title Chris :
“” How The Smartest Business Owners Build Their Foutunes Learning The Entrepreneurs ‘ Secret “”
Chris everyone probably has heard something to the effect of creating wealth through real-estate …. i think you should expand your thoughts little deeper… while focusing on the smartest business owner creating wealth through real-estate… just be different….
“
Chris Hurn says:
Thanks. I like it. Will definitely keep it in mind.
John Svirsky says:
Option 2, Really brilliant marketing approach. I look forward to reading the book. Maybe if you send me a copy I can review it for I.business magazine.
John Mufarreh says:
Neither option works well.
Eli Kowalsky says:
I am not that happy with either title as they are (in my opinion) too long. I think you need something shorter as a book title. In all honesty, I am an equipment leasing originator/broker and not involved in real estate deals so I am probably not the right person to recommend to you a better sounding title. Good Luck!
Chris Hurn says:
That’s okay, Eli. I appreciate you taking the time out to respond. We also finance heavy equipment with our loan program specialty (90% LTV on below-market, 10-year fixed terms). If you come across something that might fit, let me know. Take care.
Leon Elliott says:
Great idea!! The titles that you proposed seemed a bit long to me. However, the real money is made by equity in real estate for most business men. I know of several that built large businesses that when they sold out, the bulk of the increase came from the real estate.
So, how to make that point in as few words as possible? I am not a good wordsmith so could not be of much help but you are certainly on to something.
“”Own your company’s real estate – Here’s how and why”" Just a thought, as I said, I am not very good at this.
“
Chris Hurn says:
Thanks, Leon. I appreciate your enthusiasm and kind words. I’ll keep plugging away at this.
eve flood says:
“I am very excited with your idea of creating a book for commercial real estate financing.
I like option 2, and I’d like to propose a little change:
The Entrepreneurs’ Secret to Creating Wealth: How Smart Business Owners are Building Big Fortunes through Real Estate
Looking forward to reading your book”
Chris Hurn says:
Thanks, Eve. I’m excited for you to read it, too. Take care.
Dennis says:
Small Business Owners’ Guide to Wealth through Real Estate Ownership
Chris Hurn says:
Thanks. Good stuff!
Dennis Espinoza says:
Chris, I like # 2 best but I would change the 2nd statement to “ No matter what your business is”
Chris Hurn says:
Good stuff, Dennis. Thanks!
William De Temple says:
From my perspective both titles are far too long. Try – Building Wealth in a Small Business
SUSAN PETERSON says:
“”"Ultimate Secrets to Wealth through Real Estate”"
The title should be short and to-the-point, in my opinion.
Save the sub-title or extra explanation for the preface or back jacket.
You need to hook them in with curiosity on the cover first. Less is more.
Good luck,”
Chris Hurn says:
Thanks, Susan! Gotta give my publisher SOMETHING to do.
I will keep your helpful comments in mind. Thanks again.
Gus Ani says:
Congratulation. I like option 2. Please include me in the list of those interested in the book.
Chris Hurn says:
Thanks, Gus. I certainly will. I’m hoping you’ll tell others, too. Take care.
ROSS LELIN says:
In my opinion, the title of your book should read : FORTUNE BUILDERS FOR BUSINESS OWNERS.
Chris Hurn says:
I like the conciseness of it. Thanks, Ross.
Albert Londino says:
“Hi Chris, I am always skeptical when someone says: I am going to give you the SECRETS of HOW. Also, you refer to how the SMARTEST businessmen do? implying that others are not smart? or capable?.
As a suggestion, I would title the book: “”Business habits that will create financial success for anyone in any field”".
Chris Hurn says:
Well, Albert… after having financed small businesses all over the country for nearly 15 years, I’m no longer stunned when someone doesn’t grasp this concept or hasn’t ever heard of the most beneficial commercial loan program out there for business owners (the 504 – what we specialize in; what many bankers fail to mention to their clients [for a variety of reasons I get into in the book]; and what I even used myself when buying an office building). And actually, I DO believe it isn’t exactly smart to put more capital into a commercial property than necessary to secure financing – when I give speeches, I regularly talk about strategic capital utilization for small business owners. Perhaps these are the reasons my book is long over-due.
Kathryn Tuggle says:
Option #2. Option #1 sucks. Anything with “ultimate” in the title or an abbreviation like “ROI” just sounds lame. Superlatives are the “ultimate” tip-off that there’s weak writing underneath. Unfortunately, most people judge a book by its cover
GOOD LUCK!!!!!!!!!!!
Chris Hurn says:
Thanks for your honesty, Kathryn. I can assure you, there isn’t anything “weak” in the writing.
I appreciate your response and best wishes.
Mark E Lacasse says:
“Chris,
Sorry to have missed your open house as I had to travel to Panama for the week on short notice.
Choice:Option Two. But… Suggest this is too long….
What about: “Smart Entreprenuers’ Secret to Sustainable Wealth: Business Owner Operated Real Estate”
I trust this finds you well my friend.”
Chris Hurn says:
Thanks, Mark. I appreciate your feedback. Yes, it’s too bad you missed the event, but Panama isn’t bad either.
Greg says:
What’s up buddy,
Congrats, I like option #2. Simple fact its a more catchy title and will grab a persons attention faster. Man, I’m still interested in working with your company. How soon can we make it happen?
All the best
Chris Hurn says:
Thanks for your feedback, Greg. If you’ve got deals to be financed, what’s stopping you from calling/emailing?
Scott Sutton says:
Option 2 would make me pick the book up. Option 1 doesn’t grab me as much. I can’t wait to read the book.
Chris Hurn says:
Thanks, Scott, for your comments. I can’t wait for you to read it, as well.
Tom Mancuso says:
“”"Secure Your Financial Future Through Your Business Real Estate”"
Hi Chris,
Thanks for all the great information you and your team have provided to us at SIOR meetings.
Congratulations on your book project and good luck with the publishing & distribution.
Enjoy your day!”
Chris Hurn says:
Thanks, Tom. I appreciate your comments and your kind words.
SIOR will be getting a “shout-out” in the book… I’m very hopeful that the association will buy numerous copies to have their designees use the book as a marketing (and filtering) tool.
Edgard Oakley says:
“The market is crowded with the two title below. You need a new approch. Stick to the subject of your book or something like this: SMALL BUSINESS ENTEPRENEURS’
SUCCESS IN COMMERCIAL PROPERTY OWNERSHIP
keep posted so I can pick up one of the first copies”
Chris Hurn says:
Thanks, Edgard. Will do.
Andrew Lombardi says:
I think Option Two is the better one. Good luck and congrats on the book!
Robert Edward says:
Thank you for trusting me and I hope my suggestion will not affect yours. Please I like option two.
Ken Kaplan says:
“Given the 2 choices I prefer The Entrepreneurs’ Secret to Creating Wealth: How the Smartest Business Owners Build their Fortunes through Real Estate.
I would also suggest: “Owner Occupied Wealth: How the Smartest Business Owners Build their Fortunes through Real Estate”. I like this because most owners consider their primary business as their method of building their fortune and are not looking to build their fortunes through CRE. Also, as an entrepreneur, the cliché of “secrets to creating wealth” is already over-used. The concept of “ultimate ROI” is good but too nuanced to be effective. i.e. your business operation delivers a good ROI but buying the property will deliver ultimate ROI.
SBA loans open up a secondary way to build significant wealth via owner occupied commercial real estate. Many business owners build their fortune doing their business, but only the “smartest” realize the enormous benefits of building owner occupied wealth. Hey, you’re paying the rent anyway; why not build equity too.
That’s my 2 cents, for what it’s worth. Good luck with the book project!”
Chris Hurn says:
I REALLY like your suggestion, Ken, and the explanation to go with it. Will definitely consider it. I suspect the book will make a good “value-add” for you to give-away to potential clients. Thanks again.
Dan Sutera says:
I’m inclined to agree with Ken, though I’m not sure “Owner Occupied Wealth” is enough of a broadly understood concept. Both Option 1 and 2 are decent, but don’t jump off the page. My only problem is that they don’t imply anything about investing in your own real estate which, just real estate investing in general.
Godfrey Forrester says:
“They suck…..use plain talk with emotional triggers…. try this…. Own Business Real Estate? Let Uncle Sam Make You Rich! We Reveal All The Secrets!
“
Chris Hurn says:
Ok, thanks, Godfrey. I’ll try to incorporate more emotion, although your suggestions seem a bit “hypey”.
Regina P. Brown says:
Congrats on writing and publishing your own book!! That is no small feat. I also am working on my first book, it’s very exciting but tons of behind-the-scenes work to be done.
I like option #2, the keys words really jumped out at me. I would revise it slightly by eliminating some of the irrelevant words:
Entrepreneur Wealth-Creating Secrets: How Smart Business Owners Build their Fortunes through Real Estate
Chris Hurn says:
Thanks, Regina. Good ideas. Best of luck on yours as well.
Eric Ross says:
“Hope you are well. I would like to hear how your process of writing the book unfolded and learn from your experience. I am also in process of writing a book tailored to small business owners on succession planning and how to successfully exit their business. When you can find time would love to talk.
Here is my suggestions for the title:
“”Commerical real estate is not dead”" An Entrepreneurs guide to wealth creation in the new millennium
“”Entrepreneurs guide to wealth creation”"
An owners guide to commercial real estate and funding
If neither of those appeal to you I would select option 1
Good luck and look forward to the books release
“
Chris Hurn says:
Thanks, Eric. I appreciate the feedback. As for chatting about the book, shoot Robin an email in my office (RLashley@MercantileCC.com) as she keeps my calendar and knows it better than anyone. Happy to share whatever wisdom I might have learned along this process.
Robert Mellino says:
I am a little torn between to titles; on one hand every investor wants to maximize their ROI while some Entrepreneurs do not have a clue how to view real estate investment as an option. If you look at billionaires and millionaires, most have real estate in their portfolio.
Al Rohr says:
I pick option two–but to be honest, The Entrepreneurs’ Secret to Creating Wealth sounds a little hoaky–You might consider Entrepreneural Wealth: How the Smartest Business Owners Build their Fortunes through Real Estate–In any event, best of luck with the book
Brandt Niehaus says:
Congratulations on writing a book! That is a big job. Regarding the titles the “Smartest” sticks out to me as too much. But here are some other ideas:
(1) During Tough Lending Times: Build Your Fortune through Real Estate
(2) During Tough Lending Times: Here is How to Build Your Fortune through Real Estate!
(3) Build Your Fortune through Real Estate in the Current Tough Lending Cycle!
(4) Here’s How Smart Investors Build Their Real Estate Fortunes in Tough Lending Markets!
(5) Who said, “You Can’t Borrow Money for Commercial Real Estate?”
(6) You Can Borrow Money for Commercial Real Estate Today!
Chris, you are going to get so many suggestions, it will be interesting to see the final choice if you can get through all of them.
Chris Hurn says:
Thanks for your suggestions and kind words, Brandt. We’d love to be involved more – I had a speaking conflict, otherwise I probably would have been there in Tony’s place. Please let us know about other events this year and if we can help educate. BTW, while your suggestions mostly have “tough lending times” in their titles, this hasn’t quite been our reality – we’ve just come off our best two years ever, in terms of total fundings. Would LOVE to help you guys more with your clients as the year progresses. Take care and again, thanks for the feedback.
Chris
P.S. We’ve gotten TONS of responses to my simple, little email. Upwards of 300 now and counting…
Harry King says:
I think both titles while informative are a bit too long. I like something shorter like SMALL BUSINESS OWNES THE WEALTH. It plays on ‘small business owner’ and it raises the question, as a small business owner I don’t own the wealth, ’what are you seeing’ or ‘what did I miss’ – it creates the interest to … read more.
Neil Kuchinsky says:
“Eh! Boring…How ’bout this?
“”Cascading Cash: Real Estate Wisdom That Builds Small Business Fortunes”"
Chris Hurn says:
That’s pretty interesting, Neil. I appreciate the suggestions.
Jim Ceyte says:
I like option 2 best. I would take out smartest and add “Tax Advantaged Business Owners”
Chris Hurn says:
Thanks, Jim. We’ll certainly consider that.
John Pamer says:
The titles are too long… use the KISS principle for titles just like anything else… So, that said, what are you trying to say? Let’s try something like “Would you like to have something that earns income, has a tax advantage, and pays you a bonus in the future?” Now, needless to say, that is WAY too long, but if you can find maybe four or five words that convey that meaning, your in…
“Small business in Las Vegas with no losers!!”
Again, you want something that is catchy… as in above, the question becomes “What the hell is he talking about?” and you provide a place where you have a teaser portion of the book (like the inside flap of any book you would see in a book store)…
There you go… have a great day…
Chris Hurn says:
Thanks, John. Trying to simplify it as best I can.
David McCarron says:
“A couple random thoughts for consideration:
Investments Returned – Understanding the Secret to Building Wealth through Real Estate Ownership
or
Returning Investments – The (SECRET) Economics of Ownership
Hope that this is helpful,”
Chris Hurn says:
Thanks, Dave. Yes, it helps, certainly.
Monte J. Stanford says:
I like option 1 – - there are enough books out there claiming to reveal a secret and I think you and your brand is above that type of hype. Good Luck!
Chris Hurn says:
Thanks, Monte. I appreciate the feedback. I’d like to think so, too. Interestingly, we’ve gotten WAY more responses to this simple, little email than I ever expected – some people want me to make it even more emotional (read: hypey); others want it to be extremely short; others want just some slight tweaks. I have MUCH to think about now, that’s for sure. Take care.
Jeff Roegge says:
Option 2. Can’t think of anything better but the word “leverage” keeps popping up in my mind and can’t think how best to use it. Americans still want to leverage their money and mitigate the risk….ie, arbitrage and capitalize on the down market. The SBA 504 program is one of the few, legitimate, ways to do this today and I do not see anything changing in the near term. Good luck with the book. I’m sure it will do fine and look forward to reading it. Jeff
Chris Hurn says:
Thanks, Jeff. While I appreciate your suggestions, I’m afraid the word “leverage” has a taint to it, rightly or wrongly. Can’t wait for you to read it, either. Take care.
Jan Leach says:
Options are too wordy…Owntrepreneur or the Intrepred Owntrepreneur
Russell D Davis says:
“I like “”Option One”". Because of the “”How to”" question.
I now have 3 books that I have written and I self-published them so I could control what I wanted.
I wish the best of luck with your book. I would be honored to receive one.
Chris Hurn says:
Thanks for the suggestions, Russell. Hope you’re doing well.
Michael says:
How about Fortunes through REAL ESTATE: The ultimate ROI and how the Smartest DO IT.
Chris Hurn says:
Not bad. Thanks.
Ralph says:
Most people are turned off by a smart ass.
Change Smartest to “”Successful”" or “”most successful”" as most people want to be sucessful and want to do what sucessful people do.
With that word changed I like Option two
In my youth I played little boy lost and every one went out of their way to help me.
Now i play old man lost; everyone helps me and is glad to see me, because by asking for help i am saying you know more than I do and they are glad to help.
Chris Hurn says:
Not sure how I was being a “smart ass,” Ralph, but I appreciate your suggestions nonetheless. I was trying to play off our tagline and our renaming of an inanely-named loan program.
Bob Coleman says:
Seven Secrets of how small business owners create wealth through commercial real estate. /shrug……… Best I can do…….
Chris Hurn says:
Thanks. We’ll see. Over 200 votes so far in just the first 90 minutes. J Best “marketing” thing I’ve done in a while…
Larry Taylor says:
“I like option 2
I’m not sure many small business owners relates to ROI right off the bat
“
Douglas Engle says:
Second option is best. Using your often used words; with that said, I would drop ‘ how to ‘. Now my two cents; I would suggest stating somewhere in this something like: ” 345 Loans, $235 Million…just about any one can write a book but how many can say…this many loans and this much in capital. To me it says Credibility…not just a self help book. We know it works, we do it everyday.
Chris Hurn says:
Thanks, Doug. We’ll certainly be credentializing ourselves on the back of the book jacket (it’s over $760MM now, by the way), but I think the “how to” nature of the titles suggested and the contents are necessary for the wider audience. I DO sincerely appreciate the time you took to respond back. Thanks again.
Ray Crabb says:
Hey Chris. I really like the idea of this book. As for a title, I’d go with…Building Wealth: How Smart Business Owners Build their Fortunes through Real Estate
That way you have the play on words with the word Building.
Good luck and let me know when it comes out.
Chris Hurn says:
Very helpful, Ray. That’s a very good idea. And yes, I’ll let you know. Can’t wait for you (and plenty of others at BofTW) to read it.
Steve Sipress says:
I like Option 2.
Of course, you could always use:
“”The Entrepreneurs’ Ultimate ROI Secret To
Creating Wealth”"
Chris Hurn says:
Thanks, Steve. That’s not bad! Might use it. Take care.
Brian Wallace says:
I like option 1 the most. I would pick it up at the bookstore with a title like that. To the point and marketable.
Let me know when it is available. I can give it to my clients that are on the fence or the one’s that should be buying right now. It will help me turn a $15 book into a $1 million loan.
Chris Hurn says:
Thanks, Brian, for the feedback. And yes, that’s the point: turn the book into BIG profits for you AND your clients. We’ll put you down for several cases. By the way, you’re one of the first to make that connection, that succulently. Good job!
David Block says:
How about this: The Secrets of Successful Entrepreneurs: How the Smartest Business Owners Create Wealth through Real Estate
Chris Hurn says:
Thanks, David. Good stuff!
Samuel Berko says:
I like option two, but I will replace “”smartest”" with something else like: succesfull or rich. I just don’t like the combination of the “”Secret”" and “”Smartest”" it sounds like the 1% at Wall Street or Mitt Romney and Donald Trump………..lol. Remember, most people desire to just increase their networth and not neccessarily become like Bill Gate or D. Trump or Mitt R. They just want to just see something that works and gives them more than at least what they paid for the book or manual they are reading. Bear this in mind.
Good Luck and don’t forget to send me a free signed paper copy if you can afford the postage.
JACKI CHANNER says:
BE YOUR BEST INVESTOR — THE SMARTEST ENTREPRENEURS BUILD THEIR WEALTH THRU REAL ESTATE
Chuck Eickert says:
“Chris:
Most often long book titles are shortened over time, especially if they are destined to become a classic or a staple for business education.
So my preference is “”The Entrepreneur’s Secret.”" Sure the message of your book is the long-term ROI, but to me that sounds like a title for investment property owners. Most of the business owners that I know prefer “”Entrepreneur”" and its cache to the safer, less sexy “”ROI.”" I incorporated my first business “”Kert Ross”" which supplied bouncers to almost all of the popular night spots on Rush Street and Division Street, 30 years ago. As I look back on the experience, I would have loved to receive “”The Entrepreneur’s Secret,”" but I don’t know if I would have read “”Ultimate ROI,”" although I did make a ton of money from my client “”The Ultimate Sports Bar”" in Chicago back in the day.
As you know, it all comes down to marketing, so please give me two
votes: one for Entrepreneur and one against Ultimate.
Thanks and best of luck!
Chris Hurn says:
I sincerely appreciate your feedback, Chuck. I have a feeling I may have been to some of those “Ultimate Sports Bars in Chicago,” back in the day.
Louis Eisenberg says:
If you have to use on of your options, I would go with #2. I am not a fan of some author who is going to reveal some big secret that only he and few “rich” people know. If it is such a Big Deal to write a book, cal it “The Big Deal: How Smart Entrepereneur’s Build Wealth through Real Estate”
Chris Hurn says:
Thanks, Lou. It’s not some “big secret” that only “rich” people know – it’s a simple thing that all, healthy small business owners should be doing: converting their rental payments into commercial mortgage payments that build equity in an appreciable asset. That… and there’s a really smart way to do this. THESE are the things I cover in the book.
David Wallerstein says:
Way too long titles! Kind of snake oily! You might think about dropping everything before the colon.
Chris Hurn says:
Thanks, David. I’m certainly NOT trying to appear “snake oily.” That’s why I’m asking people.
I’m not sure if you meant to ask me the last line you have below your signature block, “What’s this I hear about loans taking a year to get through processing and money being scarce?” But, I can assure you this isn’t the case with us. We’ve just come off our best two years ever and started this year like never before . . . plenty of fundings happening from us for small business owners.
Let me know if I can be of assistance to you.
Take care.
Pat says:
I like option 2. I would entertain changing “smartest” to CREATIVE or another adjective that describes the chance takers who succeed as business owners who purchase real estate. Good luck! I look forward to reading your book.
Chris Hurn says:
Thanks, Pat. I appreciate your comments. And I look forward to you reading it as well.
Larry Bezaitis says:
Okay Chris,
I have have to tell you that through my own experience, you have compelled me to respond to you. You see, my own father was a Greek American immigrant who grew up as a teenager in Nazi occupied Greece and then went on to fight in the Greek Civil War against the communist gorillas before coming here with one, twenty dollar bill in his pocket. He was on the front lines the night they chased the communists over the border and afterwards, finding no opportunities in Greece, came here to live the American dream.
My father worked very hard in the restaurant business and built himself into a comfortable position before, tragically, passing away suddenly at the age of 57 and less then 18 months before his planned retirement. The point is, he had made himself a millionaire by doing exactly what you say your book is about.
I was 24 at the time and next week will be 52. I have continued my father’s plan in the time since (mainly for the support of my mother) and their estate now is in the several million dollar range. A title for your book? I would probably say ‘Living the American Dream – Building your Wealth through Small Business and Real Estate Investing’. Obviously, the idea is a lot about working for yourself and being your own boss. I hope this input helps you because as you can see in the case of my family and I, it is a lifelong commitment and endeavor. It is also a passionate belief on my part.
Please feel welcome to call me also if I can help you further, in any way, with your book. It is a great philosophy to promote and I would always be happy to help with a project like this.
Chris Hurn says:
Thanks for your comments, Larry. That means a lot. I’m glad we’re “cut from the same cloth.”
Eric Johnson says:
“Way to go to further position yourself as an expert!
Here are a couple of suggestions AND a couple of reasons behind them:
The Savvy Business Owner’s Guide to Transforming Existing Fixed Expenses Into Wealth!
The Small Business Owner’s Guide to Transforming Existing Fixed Expenses Into Wealth!
Or precede either title with: “”The Wealth Booster”"…. or “”A Leg Up”"
The titles you emailed occur as applying to more “”Generic”" forms of real estate whereas based on your intent for the book, you really want a title that alludes to the notion of the small business owner being able to re-direct his existing expenditures into something that will create wealth for him (or her!)
“
Peter Baker says:
Neither is really a title. Each is rather words which could follow a title.
The Title should be only three or four words long.
‘On China’, Jobs, Strength finder, etc.
How about “”How to Build Wealth”" or: “”Entrepreneurs’ Wealth Secrets”"
Good luck with it Chris!
Chris Hurn says:
Thanks, Peter. I appreciate your suggestions.
Snee, Jim says:
I like option 1. It is, unfortunately, necessary to catch people’s attention in the 1st 3 words. ‘Ultimate ROI’ does exactly that. (In addition, ‘Entreprenur’ is used too often, and it is NOT precise)
OOOOOHHHHH!!!! How I love to fire up my marketing synapses!!!!!
Chris Hurn says:
Thanks, Jim. I appreciate your enthusiasm. And glad to help “fire-them-up”!
Joseph Aucello says:
Although I like the second one better, I’m not too excited about either title. Sound very generic and uninspiring. You said the book is about creating wealth so maybe something that emphasizes they are wasting money by renting. “Stop throwing your money away! How smart business owners make a fortune owning commercial real estate.”
Chris Hurn says:
Thanks, Joseph. I like it! Take care.
Joseph Aucello says:
You’re welcome. I look forward to reading it.
Robert Blake says:
don’t like either, too loooong , How about , ” Real Estate Finance Secrets to Wealth”
Chris Hurn says:
Thanks, Robert. I like it.
Arte Tedesco says:
Congratulations for writing your first book! That’s a wonderful achievement! I think both titles are too long (They hint that the book may be long-winded– even though it’s not.)
Suggestion— “”The Secret to Creating Wealth: Real Estate”"
Best Wishes and Blessings!
Arte
anna burzawa says:
Good luck with your book!
I like first option.The second one sounds like
one of those get rich schemes.
Next time I’m visiting my brother
who lives in Orlando area, I will give you a call.
Chris Hurn says:
Thanks, Anna. Sounds like a plan. Take care.
Chris Hurn says:
Thanks, Arte.
Dan Mincher says:
I think they both suck, so why not try “Wealth through Real Estate; It’s not just for Landlords, Anymore!”
Chris Hurn says:
Thanks, Dan. We’ll see what happens.
I do like your suggestion.
Christopher Ball says:
Both are good but what about this: “”The Wealthy’s Secret to Developing Riches: How the…”"
Nova says:
“I thing you should go with Option 2 because the title tells exactly what the book is about. If I went to the book store, as a struggling investor, looking for a book that will offer some guidance, that title would jump out at me rather than option 1.
Speaking of a struggling investor…which happens to be me. I am still searching for funding for my first commercial real estate deal.
Could you help?
Thanks.
Wendell B. Stockdale says:
Definitely not Option One. Option Two is better but both titles are too long. You also divulge the way—real estate. Don’t give away the answer before they even pick up the book. Just the words “real estate can also turn many away.
The Entrepreneur’s Secret to Creating Wealth——or, The Business Owner’s Secret to Creating Wealth. Either of these titles leave the buyer wondering regardless of what business he is in.
Chris Hurn says:
VERY good idea, Wendell. I think I’ll have to incorporate that — I’ve been thinking I give away too much in the title. Thanks again for that “nudge.”
Jose Marin says:
I think they both suck!
I see this titles every day , u got to come with something new that
Gets people attention and to want to buy and read ur book.
My segestion:
I got reach with real state . How I did it .
What got me to be successful in real state.
I got reach with real state what got me there
Good luck
Craig Weichmann says:
Both titles are two wordy try Ownership Builds Wealth: How to get in the Game Non
Chris Hurn says:
Thanks, Craig. I think you only shaved-off two words, by my count… but maybe that makes all the difference. Stay tuned…
Steve Tyra says:
Ok….here is an alternative….
“”How Small Business Owners Can Build A Fortune Without Losing Their Ass”"
Or something close to that…
Your titles are ok but they are way to “”academic”" sounding which equals boring for most people….
Unless your demographic is mostly MBA’s I would make it more for the “”regular guy”".
Now aren’t you sorry you asked my opinion?
Chris Hurn says:
Never sorry to ask you, Steve!
Thanks.
Steve Cersonsky says:
“Treasure map”
Chris Hurn says:
My very first reaction, Steve, was, “Where?!?”
Maybe it’s time for me to go to bed? Too many of these comments I’ve been responding to.
Anyway, I appreciate you responding.
Yours is the second allusion to pirates I’ve seen — maybe it’s a new direction for me to head toward?
danche ivanovic says:
both suck,but I have no sugestion for other title
Bolinger, Tom says:
Chris,
Congratulations! Writing a book is a demonstration of significant self disipline and focus. You should be very proud of yourself.
I like #2 best.
If you need some help promoting the book on the West Coast, let me know.
Chris Hurn says:
Thanks, Tom, for the comments and the kind words. Always will accept promotional help. Will let you know when we’re “officially” ready.
Kirk says:
Both choices are good…but, this title may spell out the contents for your readers…
The Ultimate Equitable Investment For Your Bu$ine$$:How the Smartest Business Owners Build
their Fortunes through Commercial Real Estate
Chris Hurn says:
Thanks for your suggestion, Kirk. You should buy the book when it comes out, regardless.
And unfortunately, no, we’re not hiring right now, by the way. If you run across a deal for us, do send it our way, however – if you’re licensed, then we can pay you a referral fee. Thanks again.
Allan Topher says:
I like option two.
I suggest u also adopt the Tim Ferriss process by testing both titles on google adwords and tracking their click-through rates.
Chris Hurn says:
Thanks. I’ve known Tim for some time… this is a variation of his strategy. Seems to be working quite well, in addition to being an exercise in “crowd-sourcing.”
Lorraine Fisher says:
Doing it the Smart Way: How Business Owners Build their Fortunes through Real Estate
Michael Welch says:
Hi Chris: I hope that all is well. The Loyola Business Plan Competition is getting ready for its 7th year, and I didn’t want to bother you since you are so busy, and then I see you are writing a book to boot! In any event, without knowing a lot about the book, I would vote for Option 1, since it is long, but not nearly the mouthful that Option 2 is. Good luck on the book!
Chris Hurn says:
Thanks for your comments, Mike. Happy to help if I can. Hope all is well.
Ricardo Small says:
I like option two, but I think it is a little wordy and complicated. Maybe tighten it up a bit? “Entrepreneurs: Build your Fortune with Real Estate” or something like that.
Chris Hurn says:
Thanks for your feedback, Ricardo. BTW, I went to your site and it wants me to “join” – tell me more about it first, if you don’t mind. I’m ALL for helping entrepreneurs… just want to know a bit more. Thanks.
Broker Of Iro&A says:
Option 2 Chris. everybody wants to discover secrets. Thanks.
Ana Victoria says:
I like: Option Two: Good Luck!!
Wayne Rice says:
Chris, I spent 25 minutes reading your data and trying to find the “RING” but never found it. I believe that Option One is the best.
It was hard to work it out and hope you can make some money on this. Keep me advised.
AJAY SHAH says:
Good Evening and I am very Happy & proud of you for writing your Book. I like Option TWO.
Lize Vescovi says:
Option 2! good luck.
Eddie Evans says:
Of the two choices I prefer #1, but, it doesn’t create any curiosity. How about: ”Ultimate ROI: Own Your Own.”
Paul Ferruzza says:
I like #2 but I would not use “Smartest” as it may be take in wrong context . . . I would use “Prudent”.
Mark Stebbins says:
Since many small business owners don’t know ROI from ROE from ROA I’d say go with OPTION #2.
Bob Rand says:
I like option 1. Best of luck with your book.
BOB GRIFFITH says:
I like # 2. It covers everything.
Gregg says:
I would go with option 2, it has the widest appeal.
Wally Butkus says:
Option 1 – because its shorter and sounds more authoritative!
Jorge Diaz says:
I like option 2. Good luck!
Eric Hannelius says:
I have to go with #2. Great email BTW!
Jane Bulbin says:
I would use Option 2 rather than ROI! Everyone wants to be an entrepreneur these days!
Erik Premont says:
I like the first one: Ultimate ROI. It really catches your attention.
Gary Nalbandian says:
I’m very old fashioned and like option two. But fewer words, more meaning. 12 seconds not 90 for response .
Patty says:
Definitely number 2. It caught my attention much quicker! Good luck and let me know how to obtain a copy!
Louis Ngomo says:
Thank you for you email. I advise to take the first option. A book title has to be short and meaningful to attract the readers. Once the book will be published, I will be happy to come in your Office to promote it.
Van Shaw says:
I like option 2. Good luck with the book!
Timothy Long says:
I like option two. Just wish it were true, but thanx for all.
Jerome Heuser says:
Chris; Thanks for asking for my opinion, Titles are to long for a front cover, plus the word SMARTEST business owners does not sound right, give me a day i want think of a good one
Dorothy Bass says:
Real Estate (Divide by) Smart Business Owners = Wealth Needs to be shorter. Congratulations on the book!
Narendra Parekh says:
Your titles are long : Ultimate Realty Wealth Strategy for Smart business Owners.
Nana says:
Option 1. Good luck.
Chris Brown says:
I prefer Option Two because someone looking at book titles might not know ROI stands for return on investment.
Sandy Jones says:
I like the second choice best but, a little too long, less is best it should be something that grabs the attention and interest without much explaining.
Tim Taber says:
#2 keep it short and sweet.
Abrar Hossain says:
Thanks. ” I like option-2″. I trust you are the best person to take the decision on the options.
Mohan Candoorrao says:
Congratulations on your writing a Business Book successfully. I am eagerly waiting to read it. As per the choices you have given for the Title for the book, I like the option two. Good Luck and may god be with you.
The Media Fairy says:
From a marketing perspective, I prefer “Ultimate ROI”. Good luck!
Steve Avant says:
In my opinion #2 is a winner!
Kane Morris-Webster says:
Option One- Good Luck!
Al Rietberg says:
I like #2 . . . #1 has “ROI” in the title and most people don’t know what that is.
Paul Partyka says:
“Chris :
they both suck!!!
my idea…”"Fortunes thru Real Estate!”" ….What the Smartest Owners really do to create Wealth!
“
Chris Hurn says:
I think you just enjoyed saying that too much, Pauly!
When else have you EVER had the opportunity to say something I did sucks?!?
Paul Partyka says:
thxs
hope you make a million!
Philip says:
Option 2, only you should eliminate the first sentence. keep it short and direct. It is to bad that I no longer meet your requirements , whereas I am retired from the business that made it possible to buy the properties I own. But, now I rent to others and do not have occupancy in my own buildings, I like the income and learn alot from the tenants. best of luck with your book. Philip
Chris Hurn says:
Thanks, Philip. Best of luck to you in your endeavors!
John Torres says:
Option 2 as most of what I believe your message is directed to is educating small business on exactly what THEY NEED to do to benefit.
Richard E. Reyes says:
I am not crazy about either only because in the real estate hay days from a few years ago there were many books written with similar titles which confused the masses who read them into making really bad decisions about real estate and instead of building wealth they built bankruptcy.
I know the topic of your book is a different than the books I am commenting about but the title is similar which can ultimately confuse the audience. I prefer Option 2, because it narrows your audience to entrepreneur’s. Hope this helps. Please give me a signed copy.
John Delano says:
“Both suck and illustrate a nearly complete lack of marketing skills. No one will remember this title or be able to pass it along to others who may be interested. One suggestion:
Lost Treasure! followed by any sub-caption you want to give it. The idea here is that the fortune is not in the Big Macs but in the real estate. Often good businessmaen wil overlook usin their cash flow to build real estate assets that may be worth more than their business in the long run.
You asked for my 2 cents and got it.
Chris Hurn says:
Hmm… and here I thought all those comments, awards, and results about me being a “marketing guru” had some merit over the years? Well, the message got you to respond, didn’t it, John?
Anyway, “Lost Treasure” sounds like a pirate’s book. Not quite what I’m going for.
I DO agree with your reasoning however, and am certainly taking everyone’s (well over 300 responses and around 500 suggested titles now) comments in consideration. I DO appreciate your two cents.
Michael Koehler says:
Ok . . .I like #1! (I have done several of these types of transactions)
Jack Falik says:
“Ultimate ROI? Is this a book about Louis XIV? (just kidding, but it did strike me that way)
The Royal Road to Riches: The secret to building a real estate through Real Estate
If you use my title, is a signed copy on the way to me a la The O’Reilly Factor ?
Chris Hurn says:
Certainly, it would be, Jack… but the competition is pretty fierce — much more than I expected (we’re over 300 votes and suggestions now).
We’ll shall see.
Alexandra Adam says:
How nice you’ve asked for opinions! I prefer option 1 – I think “secrets” to anything is skeptical…
Sonya Grech says:
Interesting concept. My idea would simply be “”No Free Lunches”".
Just a first blush, into the ideas and reality of our business, which we know all so well.
In any event, I look to strategizing and discussing other concepts with you.
Chris Hurn says:
Thanks, Sonya. I appreciate your suggestion. Can’t wait to work with you in this New Year as well. Lee and Associates gets a “shout-out” in the book, so hopefully it can prove to be a useful tool for you with future clients.
Walter Reid says:
My preference is for option 1. It is a little shorter and the upfront word “fortune” catches my interest and eye quicker than anything in option 2. Good Luck!
Mark S. Deion says:
“here is an alternate suggestion:
“”Just the Facts”": An entrepreneur’s guide to attaining wealth in the Real Estate Market.
if not, then option 2.
George Bowles says:
“Of the two, I would pick Option Two, for the reason that some business owners – while they should recognize the acronym ROI, may not respond as impulsively as they might with Option Two emblazened on the cover.
If I think of another title suggestion, I’ll let you know.
Chris Hurn says:
Thanks, George. I appreciate the comments, and don’t necessarily disagree. Having said that, the use of “ROI” probably also “filters” out the less sophisticated business owners — telegraphing (if you will) the book to more of the ones we hope to help.
BTW, I give a “shout-out” to SIORs in the book, so hopefully it will become a very useful tool for folks like you to use with potential clients in the near future.
Take care.
Chris
Jose Cunha says:
Both titles are to long…consider this. The Entrepreneurs’ Secret to Creating Wealth through Real Estate
Jason Hetherington says:
I like option 2 better although I think the use of superlatives is over done and would suggest ‘successful’ used in place for ‘smartest’. Otherwise the title looks like something you would order out of the back of a comic book. If you are partial to option 1 then you might also consider using ’wealth’ instead of ‘fortune’.
Chris Hurn says:
Thanks, Jason. Good comments.
Hope to work with you some this year, as we do with many other G&E offices. Take care.
Dzwonkowski John says:
“Chris,
Thanks for all you do.
I like them both, but I’m not sure they have the eye-catching pizzazz you might be looking for. My suggestion would be something that uses words that create a financially healthy picture in the mind of the reader of the cover as he picks it up off the shelf and makes that split-second decision to give it a closer look.
For what it’s worth, I might go with something more like: Building the Castle on Granite: How the Smartest Entrepreneur Business Owners Fortify their Fortunes through Real Estate!
I think the phrase “”Building the Castle on Granite”" gives the reader a fairly clear picture, a quick, ready image in his mind of a pretty commonly-held, sound financial practice. Then, through the use of the word “”fortify,”" rather than build, you give the impression that this can be picked up by ANY business owner, whether or not he/she happens to be running a business focused on real estate. I suppose it’s fair to say that, if a potential buyer’s business IS real estate, this would certainly entice that person as well to pick it up and give it a serious look.
Like you, I’m a big boy, too; and will have no problem whatsoever with you deciding that this idea really sucks. No sweat.
All the very best to you in this and every venture you’re involved with!
Chris Hurn says:
Thanks, John. I truly appreciate your comments and kind words. Very interesting suggestion. Will put it in the mix. Stay tuned…
Rhonda Marin says:
Too wordy. But opt 2, if I were to choose. Good luck.
Susan Lundine says:
I would choose the second one, or make it shorter: Entrepreneurs’ Secret to Creating Wealth: Investing in Real Estate OR How Smart Business Owners Build Wealth through Real Estate
Chris says:
“Chris:
Don’t like option one….ROI shouldn’t be in title. And way too many words….keep it simple.
Option 2 is ok…but I will ask some of my friends for help.
Just some i thought of in 90 seconds:
“”From dirt to riches”"
“”Bricks to money”"
“” little business goes BIG”"
“”Knowlege for money”"
“”Grow your shop to profit”"
Chris Hurn says:
Thanks for your suggestions. Sorry if you spent a little more than 90 seconds.
Thomas Morris says:
I like Option Two! Look forward to reading your book!
Virginia M. Wylly, says:
“I like both but favor Option 1 because it gives rise to the very marketable phrase “”Ultimate ROI”", as in “”Achieve your Ultimate ROI”", “”Learn How to Capture the Ultimate ROI”", “”Ultimate ROI IS within your grasp”", etc.
Good luck.
P.S. If this was just a test to see if we’re reading your emails, I am.
“
Chris Hurn says:
Thanks, Virginia. You just made me laugh out loud! No, it wasn’t a “test” — I presume you are (reading my emails, that is). It was a sincere attempt to “crowd-source” a book title… was sort of an experiment in that I didn’t think we’d get quite the response we have. But after over 300 “votes” and comments in just over a day… I guess you’re not the only one reading our stuff and willing to help. For that, I’m deeply honored. Thanks again — you seem to “get” what I was trying to do with the “Ultimate ROI” verbage. Unfortunately, WE might be in the minority so far.
We’ll see… stay tuned.
William Plamondon says:
Hi Chris, my view is number TWO. Good luck,
Frank says:
“The Entrepreneurs’ Secret to Creating Wealth: How Successful Business Owners Build their Fortunes through Real Estate
The Entrepreneurs’ Secret to Creating Wealth: How the Smartest Business Owners Build their Fortunes through Real Estate
The Entrepreneurs’ Secret to Creating Wealth: Own your businesses Commercial Real Estate
Sylwia Leńczuk says:
opinion two – it will be bestseller;) have a great time
Richard Reyes says:
“I am not crazy about either only because in the real estate hay days from a few years ago there were many books written with similar titles which confused the masses who read them into making really bad decisions about real estate and instead of building wealth they built bankruptcy. I know the topic of your book is a different than the books I am commenting about but the title is similar which can ultimately confuse the audience.
I prefer Option 2, because it narrows your audience to entrepreneur’s.
Hope this helps. Please give me a signed copy.
Frank Stephenson says:
Both sound good, but to similar to the other hundreds of business books on the shelf, need a title that will PoP ! how about,,,The Savvy entrepreneurs’ guide to retention and growing their commercial business through owning the real estate whence they created their dream. Ah, that ones to long, but I think the title should grab their heart.
Dan W Norwood says:
“I too am writing a book. It the sequel to my Grandfather’s book “”Golf-O-Metrics”" by Joe Norwood.
Your title is too long. It has to be simple enough to bring in the small business owner yet sophistacated enough to bring in the CEO’s to the larger businesses.
I can’t help you with my sequels title because it hasn’t been copyrighted yet but I can tell you it’s “”ONE WORD”" in large print followed by a brief explanation in smaller print. The One Word is the catch – the remaining 6-8 words in caption reel you in.
Chris Hurn says:
Thanks, Dan, for your comments… and best of luck to you with your book. If you’re already doing SBA loans, keep us in mind and send some referrals our way! Would enjoy doing business with you. Take care.
Aubrey Singer says:
“As it so happens, I am a songwriter as well as a real estate professional (I have to finance the artist in me somehow). I have also written books, articles, and musicals. Your title choices are not very engaging. The first one uses an acronym which, therefore, alienates anyone who does not know that acronym. The second title is better, but it is almost as long as a book itself.
Try to be more clever with the initial title that precedes the colon. AND I would suggest that you speak to the INDIVIDUAL. Your second title talks about business OWNERS (plural). Perhaps making it about a business OWNER would be more alluring personal to the reader.
Suggestions:
SMALL TO TALL: HOW THE SMART BUSINESS OWNER BUILDS HIS FORTUNE THROUGH REAL ESTATE
BUILDING WITH BUILDINGS: REAL ESTATE AND THE SMART BUSINESS OWNER
REAL WEALTH AND REAL ESTATE: THE SMART BUSINESS OWNER KNOWS HOW
Perhaps these thoughts will be helpful to you. Good luck with your book!
Chris Hurn says:
Thanks, Aubrey. Very helpful and interesting suggestions. Best of luck to you on your artistic, as well as business, careers!
Carlos says:
both titles are just as others around and they look as though is just a gimmick. how about ” WHERE THE MONEY IS ”, and how to ” GO ABOUT GETTING IT” This will be the real marketing eye lure and the now a-days want from people. I’m sure that in such book you’re going to explain how to get the money . ………………………. aside from this, if your book sells good hold me a 10% for me ok so I can use it for the percentage I need to get the other part I need from you
Chris Hurn says:
Thanks for the feedback… not sure I can/will do quite what you suggest at the end of your comments, though.
Carlos says:
I have been in business since 5years old (shoe shinning and selling anything I could have made by hand or picked up and repaired it and sold it forward. All the things I have wrote and placed at my last store of 30 years brought in customers since I was sincere with the customers since they are the ones that made my business. and I quite sure my title will make a bigger hit than those two you are giving to show, go marketing people and ask them which of the three look more luring toward buyers
let me know if I’m right or not ok. thanks for the response letters you’ve sent.
John Filli says:
I like Option 1. Good luck and best regards,
Mike Spears says:
“Option 2 is better. However, I would highly suggest that you shorten it down just a little bit as both seem a bit long.
Maybe something like “”The Business Owner’s Advantage: Building Wealth Thru real estate”"……or something likke that……as it attempts to identify a true “”advantage”" that owners have with real estate purchases (one that a typical investor or real estate developer doesn’t have).
Hope this helps. Good luck.
Chris Hurn says:
Thanks, Mike. CCIM and SIOR are getting “shout-outs” in the book, so hopefully it’ll prove a useful tool for commercial real estate brokers such as yourself. Take care.
Ben Jones says:
“To me, both pre-colon prologues sound like “”Get Rich in Real Estate”" titles, but in the cliché sense. I can’t give you an exact replacement title, but something that more directly addresses the elephant in the room: merits of ownership of O/O commercial R/E vs. renting, which they are already doing if operating a business. Perhaps something like, Unobvious Wealth: or Hidden in Plain Sight:, something along those lines that teases the topic w/o sounding like Get Rich in R/E.
Good luck to you with the book. I think that it’s great that you’ve made the time and effort to write a complete edition. Thanks for your continued quality marketing examples and for teaching by example.
Chris Hurn says:
Thanks for your feedback and kind words, Ben. All good points.
James Pressley says:
“They are too long…The explainations following just make it uninviting. Try two to 4 words
THE ENTREPRENEUR CREATING WEALTH OR MAKE MONEY THE ENTREPRENEUR’S WAY
REAL ESTATE the SECRET to MAKING MONEY
OR
THE ENTREPRENEURS’ SECRET: MAKING MONEY THROUGH REAL ESTATE
Perhaps it is the design that I look for. Good luck. If I can help let me know.
Chris Hurn says:
Thanks for your feedback. I appreciate the time you took to let me know.
Frances Endencia says:
Thanks for valuing my opinion. I do not like both titles. The “Smartest” is too strong. If you have an aspiring business owner who does not have enough cash to purchase real estate, the title would just discourage buying the book. My suggestion is: ” The Entrepreneur’s Secret to Creating Wealth: Building Fortunes through Real Estate” You can take a poll and add my suggestion to your recipients. Good luck!
frances endencia says:
“Thanks for valuing my opinion.
I do not like both titles. The “”Smartest”" is too strong. If you have an aspiring business owner who does not have enough cash to purchase real estate, the title would just discourage buying the book.
My suggestion is: “” The Entrepreneur’s Secret to Creating Wealth: Building Fortunes through Real Estate”"
Chris Hurn says:
Thanks, Frances. That’s what this exercise has become (a poll… with about 300 responses, so far). I appreciate your comments. The “smartest” comes partly from our tagline (“Fulfilling dreams with smarter financing”) and our positioning.
Ray Rosenthal says:
Of the two options you have listed I would be more driven to buy your book by (Option Two). However, I would suggest that you and your team might wish to open up your dictionary’s and review the following words: Brightest, Keenest, Shrewdest and Wisest as a replacement for Smartest. My personal choice would be for Wisest. It may not look as good in print but I feel it best describes your subject.
Cindy Scheuer says:
I like option 2. Thanks for asking!
Jeff Joseph says:
The Building Blocks for Small Business
Todd Smith says:
IMO, option 1 is better. I was trying to come up with a clever title using Bricks and Sticks, Bricks & Mortar, or something along those lines, but struck out. Good luck with your book. Let me know when it comes out and you’re ready to JV.
Patrick says:
Option 3. “Take control of your wealth, your property and your future”
TOM COLE says:
“Not sure how I started receiving your emails in the first place. Not sure you are real or just a crap hole con artist like a large portion of the banking industry. Really not even sure you will ever read this or reply.
I would say this about your new book.
I would call it:
{ Smart Business Through Real Estate}
But as you already know that will on sell books to people who will never read it. “ build their fortunes”, and “ secrets to creating wealth” are how you sell a ton of books. What are you really writing this for? Real information, or a bigger house? Did I use more than 90sec.
Chris Hurn says:
Well, aren’t you the pleasant individual, Tom? Yeah, I’m “real,” and unlike most bankers, I ONLY finance commercial real estate for small business owners. Nothing more, nothing less — I’ve never tried to be “all things to all people,” like so many who helping tank our economy. Why wouldn’t I read your email, Tom? Given your disposition (maybe you have it just to “challenge” people), I’m not sure why I bothered answering your email, but I try to answer everyone — I happen to think that’s important and it’s a function of my authenticity, I suppose. And since you clearly don’t know much about me (you must have done SOMETHING to get on my list — people don’t just “appear” there), presumably since you don’t read or watch what I send, I’ll explain what most all of our other readers already know: I wrote the book for educational purposes and, of course, to help drive business our way. I’m a capitalist, but I also care about helping to create wealth for business owners. I have a fine house, but really don’t need to respond to such smart ass remarks — I’d have to say yours have been the only ones out of about 300 so far. We’ll be happy to remove you from our list. Sorry to waste my 90 seconds and yours.
Terrence Morris says:
I liked both options but preferred option 1. I would like to suggest option 1 with a twist:
Option One: Ultimate ROI: How the Entrepreneurs and Smartest Business Owners Build their Fortunes through Real Estate
OR
Option Two: The Entrepreneurs’ Secret to Creating Wealth: How the Smartest Business Owners Build their Fortunes through Real Estate
Eddie Churka says:
I like option one. But I wonder just exactly who is your audience? Schools? The general public? Investors in getting real estate to flip? Government agencies trying to figure out how to get more taxes out of the small businesses?
Don lawhorne says:
Chris, While both are fitting for your 504 mission, my over 25 years as a small business “Adventure Capitalists” would prefer something like ” Using the SBA 504 Program as a Competitive Edge for Building Sustainable Wealth Creating Small Businesses.”
Chris Hurn says:
Thanks, Don. I appreciate the well-considered suggestion.
Don Mendenhall says:
Of the 2 choices — the second seems better. Although It seems a little long, I’m wondering if the first part could just announce ” Entrepreneurs’ Create Wealth” Then the next part —-How smart business owners…..etc.
Clint Carter says:
Option A. Getting real tired of seeing “secret” of this or “secret” of that…that’s my take anyway. Best!
Indra says:
Option One – because it is direct and gets to the point. The other is vague and too general. Hope this helps. Good luck can’t wait to read it!
Steve Kennelley says:
i like #2: suggestions…the entrepreneurs secret to creating (LASTING or LONG-TERM) wealth: … OR THE ENTREPRENEURS BLUEPRINT FOR CREATING LONG-TERM WEALTH: …
Edward Hrudka says:
Chris interesting titles and to be quite honest I like the 2nd title, for many reasons. But the one that sticks out is the Entrepreneurs.
Sharon Wise says:
Congratulations! Option Two caught my eye.
Scott H. Wilson says:
Option 2 Chris. That makes me want to buy it. Good luck buddy.
Len Russek says:
How about: “Save a Dime earn a Dollar – Own your Company’s Real Estate.” “Here is how you do it”
Robin Bachant Allen says:
How about Keep it Simple Stupid a guide to being the boss of your bussiness
Davin Bell says:
I like option (2) Good luck with your book!
R HURD says:
Neither: Secrets of how the smartest entrepreneurs build their forturnes through real estate.
Chris Hurn says:
Thanks for the suggestion
Kevin W.McCarthy says:
“Both are mediocre. Of the two, I prefer the Ultimate ROI. Both are missing an edge of clever interest. Then again, perhaps you want it to be this obvious.
Your subtitle is also very pedestrian – it says what you want to say but it doesn’t inspire me. It feels manipulative – does this mean I’m not a smart business owner if I don’t leverage real estate. Jim Seneff of CNL wouldn’t have a business if his AAA rated clients didn’t use his REIT.
Also the subtitle is plural. It is like you’re talking to all of them instead one of them.
Chris Hurn says:
Thanks for your comments, Ken. Will certainly take them into consideration – I particularly like some of them.
I do take one small exception to one of your comments, however: “it feels manipulative” – that wasn’t the point of the subtitle, but it DOES play into our trademarked tagline “Fulfilling Dreams with Smarter Financing”) and our trademarked new name for an otherwise boring government name (SBA 504 loan – now known as the SmartChoice commercial loan). One of the reasons for me writing the book has to do with the inane government name of the loan program contributing to its near-anonymity in many small business owner circles.
As for Seneff, I’m not sure what that has to do with us?
Lana Vaisman says:
“Land is always reamain fortune : yesterday, today and.. No land no busines, no fortune.
You can;t build on water,although if water attached to land it has greater value always
Thanks for asking
Tina Holden says:
Our vote, option 2. Here I was thinking I could actually use our creative mind and name it:)
Arnold Gibbs says:
I like two. I look forward to reading it.
Alan Callioni says:
Both are kind of long titles, but like the 1st one better.
Hamid Arab says:
I simply think option 2 is easier to grasp.
Dan Burnight says:
I vote for Option 2. Good luck with your book.
Carl Shafer says:
OPTION THREE: Entrepreneurs’ ULTIMATE ROI: Building wealth and fortunes through Real Estate – The Small Business Owner’s Guide to Financial Freedom
Ciaran McArdle says:
“They both suck….:)
Do you not want something a little shorter and snappier?…..How REAL business owners make REAL fortunes through their REAL estate…”
Chris Hurn says:
Thanks, Ciaran.
Marcus Woodland says:
Option 2 is the title that catches the eye. Good luck.
Fred Petito says:
Option 2 sounds good. People like Secrets, Wealth, Being part of the “Smart” group and Real Estate IS a real opportunity for annuitizing the business owner’s wealth. Good luck.
Harry Jacobs says:
I like #2 the best. I like the idea of secrets.
Nick Lends says:
“Chris
I think the second one is better. But as a lender I’ve never seen an A to Z guide to borrowing for the Small business owner. Most times the entrepreneur is good at something, making widgets, or IT, etc. but they have no real business intelligence.
I would love to see a book that takes them from starting the business and structuring it properly to the place where they are a strong borrower.
Chris Hurn says:
Thanks for your reply, Nick. Much of what you’re saying is needed will be addressed in my book.
Larry Null says:
Option 2. Best wishes for a huge success!
Wanda Meekins says:
Congratulations, Chris! I like Option 2.
Ken W. Mead says:
Chris-Think option two is too long; same with option one; how about a version of-’RE ROI of 35%+ BUILDS GREAT WEALTH for SME BUSINESS OWNERS ! ‘.
Kevin Kowalke says:
Longtime! Congrats on the book. I would go with the first option. I think “secret” is a bit overplayed.
Alejandro Claveran says:
The second title is more catching.
Robert McCormack says:
I like Option One - How about “Unlocking your Commercial Assets to Create Wealth”
Ben Baldwin Jr says:
“Both too long and sophisticated.
How about something like
• Income for Life from Your Small Business?? Sure You Can!
• The Best Investment Your Business Can Make – It Pays Now & Can for Life!
“
Chris Hurn says:
Thanks, Ben. I appreciate your replies.
Diane Roehrig says:
I like The Ultimate ROI. Congratulations on the book. I look forward to reading it.
Rod Brown says:
Option 2 is the better…good luck, and send me a copy.
Marian Thomas says:
Option 2. Can you arrange that I can purchase the book also. You are the EXPERT and your knowledge is keen to the industry. I would like to get this book for my clients too.
David Burchert says:
My opinion is that both titles are to long. How about: “Prudent Practices to Creating Wealth with Real Estate”
Beverly Coble says:
I like Option 1 best but still think it is a little long! Sounds very interesting. Can’t wait to see the end result!! Wishing you the best!
Jesse says:
i want to succeed in my business plus make a fortune in real estate. Option two.
Craig Sinon says:
Option #2 is ok. Or, Small Business Owners : Building Fortunes through Real Estate Ownership. Good Luck!
Darren Rivchin says:
Hey Chris, hope you are well… Let’s go with #1. Ultimate ROI….
Chuck Siple says:
Chris,
You have your answer. Take your original two titles, modify slightly with any hot button suggestions and find yourself a primo graphic artist. Presentation of your title is their forte.
Andrew W. says:
#2 catches me better – looking forward to the book!
William Greene Jr. says:
To me Chris your first title is a winner, it straight to the point, no cons.
Jerry Chau says:
I’ve been in the commercial Mortgage Bankers Association’s convention here in Atlanta all week and this is my first opportunity to respond. http://www.heraldtribune.com/article/20120206/COLUMNIST/120209823/2267/BUSINESS?Title=Hospitality-industry-investments-more-risky-but-can-be-more-rewarding&tc=ar
Just as fledgling small businesses must differentiate themselves from more entrenched existing companies, new authors also need to say why their “get rich from real estate book” is different and more credible than the hoards of others out there. Although both of your options are excellent for offering a benefit, I don’t see it setting you apart. Additionally, avoiding a loss is even more powerful that receiving a benefit. If your title and subtitle (1) Defines your niche, (2) offers benefits, and (3) loss avoidance, in my opinion, it would be more powerful.
I hope this is helpful.
Chris Hurn says:
Thanks, Jerry. Will certainly take that under advisement.
Vishal Amin says:
I like option 1. Try to do a poll on Facebook only with your closest friends.
John P. David says:
I’m a big fan of the short (grabber/clever/cute) title followed by the explanatory subtitle. I just pulled four off my bookshelf:
What I Talk About When I Talk About Running
A Memoir
Jump Start Your Brain
A proven method for increasing creativity up to 500%
Winning With Integrity
Getting what you’re worth without selling your soul
Going for the Green
Selling in the 21st Century
Given these examples (and don’t make fun of me for what’s on my shelf), I think you should come up with something pithy and then back it up with something similar to your idea. Here goes:
Wealth Beneath Your Feet
How the Smartest Business Owners Build their Fortunes through Real Estate
Own Your Piece of Main Street
How Small Business Owners Build their Fortunes through Real Estate
Small Business, Big Money
How the Smartest Business Owners Build their Fortunes through Real Estate
Let me know what you think. Each of these can be massaged.
Chris Pietramale says:
I like Option number 1, and I look forward to reading it!
Chris Hurn says:
Thanks, Chris. You’ll get your chance soon enough!
Marion Martini says:
Great, and look forward to reading your book.
Chris Hurn says:
I look forward to you reading it, too.
Brian Butler says:
I like option one. In my opinion, shorter & more powerful title.
Congrats on your accomplishment.
BTW sorry I couldn’t make it out to your grand opening reception last week. Had a board meeting.
Talk soon and hope you and the family are well.
Chris Hurn says:
Thanks, Brian. I appreciate that. You missed quite a time, though.
Bill Hammond says:
Chris, I’m struggling with this…I am not crazy about either one…but I don’t like it when someone criticizes without an alternative…I don’t think the titles capture the essence of what you are offering….I don’t have one I love but I was toying with something along the lines of
“Uncover the Hidden Wealth That Lies in Your Monthly Rent Check”
with the subhead something like
“The Ultimate ROI For Smart Business Owners”
I don’t know if that helps or not but it is the best I’ve got right now…if anything else pops into my mind I’ll let you know.
Chris Hurn says:
Thanks, Bill. I really appreciate that. I’m not overly crazy about either — hence the asking.
Alan Davidson says:
For my two cents, I like Option One.
Jared Czachorowski says:
Good luck with the book Chris. I like option One.
Frank Kupiec says:
Option 1. Shorter and simpler.
Tom Burton says:
Both titles are good options. #1 is my choice.
Brooke White says:
Hands down, my vote: Ultimate ROI: How the Smartest Business Owners Build their Fortunes through Real Estate
Jay Conrad Levinson says:
chris — i like the second one. and i wish you’d be attending our “guerrilla marketing for writers” intensive to be held in Virginia February 9, 10, and 11. you’re right at the stage where it would help the most.
Charles Allcott says:
Option two, but shorten it to “The Entrepreneurs’ Secret to Creating Wealth: How Smart Business Owners Build their Fortunes through Real Estate”.
Richard says:
go with option 2 and avoid a title withe an acronym
Howard Anderson, Jr. says:
Even though option one is very good, I think option two is better for a book title.
Dennis F. Coy says:
I don’t have a suggestion for you, but maybe shorten the titles ( both of them ).
William Umansky says:
I think both are too long. Just my opinion. Who are u using to publish. I just did one with higher life.
Wayne LeBoeuf says:
“I have found over time keep the titles short! Both of your suggestions are very good but way to long. Make them shorter & don’t tell them everything.
Tease them a little bit! Good Luck!”
Philip Richardson says:
Like Option Two the best. Good luck with the book.
Paris Johnson says:
Congratulations on writing your first book…and that is a big deal. I look forward to reading it. Meanwhile, I like Option 1 for a title.
Robert T. Koveleskie says:
About the title that I would choose from the two you gave: #2. Chris, I wish you much luck with your book and will give you a free spot on BizFin when you get published.
Tom Miller says:
Either one, If you use #1. You need to spell out. ROI
Linda Dattilo says:
Thank you for asking…..I like option # 2. (It sounds more intriguing, and more interesting to read)
WILLIAM KLEIN says:
“My 2 cents worth: Option One: Ultimate ROI: How to Build A Fortune through Real Estate; Option Two: Secret to Creating Wealth: Successful Entrepreneurs’ Strategies For Building Fortunes through Real Estate.” Hope you like them.
James Follensbee says:
It’s Option 1 for me, but would prefer “Create” in lieu of “Build” in Option 1. Good luck with the book!
Myrtle Beach Development says:
I really like option 2. If I seen a book with that title it’s like a picture’ it says a thousand words!
Boyce Abernathy says:
I think both are too long. Why not use something like:
The Entrepreneur’s Secret Weapon: Owned Commercial Real Estate
Charles Pacelli says:
Option Two Might show up in search engines easier
Brian Walsh says:
I like the first part of option one but I don’t like the subtitle. It seems long.
David Morgan says:
I like Option One – with one small change. As it is, it’s overly long. Suggest you delete “their” in the title.
Rocke Andrews says:
Option one- or even shorten it to How the Smartest Business Owners Build their Fortunes through Real Estate
Rod says:
Hey Chris: I vote for option no. 1. Although I think both titles are a little long to be eye catching.
Ashley Conrad says:
I wouldn’t use the Real Estate reference at all. Not everyone is drinkin the RE koolade anymore.
Shawna Everett says:
I know nothing about this, however, I like option two. Mainly because I don’t know what an ROI is.
Joe McVoy says:
I think your titles are too long. How about:
“The Business Owner’s Guide To Real Estate Wealth”
“The Business Owner’s Guide To Real Estate Millions”
“The Business Owner’s Guide To Creating Wealth from Real Estate “
Steve Pickering says:
Option 2 appeals to me more. Everyone wants to know about a secret, but a smaller subset understand ROI…
Daniel J. Haumann says:
I like the shorter one, option one. They are both pretty long, though.
Nuriddin Rashid says:
different titles different knowledge both sets of knowledge is needed both serve purposes needed by people
Christina Kurtz-Clark says:
Option Two: The Entrepreneurs’ Secret to Creating Wealth: How the Smartest Business Owners Build their Fortunes through Real Estate. Without a doubt.
Scott says:
Hurd , on Real Estate- The Quickest Way to ‘Secure’ Your Fortune- (R.E.)
Ajay says:
Chris,
My option your two options are too long for book titles.
Suggestion: Why already successful people put their money in real estate
or How already successful invested in real estate
Chris Hurn says:
Thanks, Ajay. I appreciate the suggestions.
Bo Miles says:
Sorry Chris – neither title makes me want to go buy your book. Just off the top of my head here is my best shot at it…
“Mailbox Money”
— Want to quit grinding the stone one day and the hardest part of your job it to be sure the check (to you) is in the mail?
Learn what the smart business owners know on building wealth through Real Estate…
That is how I look at it. I am building wealth by owning my building. Putting the rent check in my pocket and one of these days when I don’t have to grind this stone so hard, I am going to lease my building, go fishing and once a month I will call the house to be sure the check got there on time. I call it “Mailbox Money”
My office condo project is off and running. Sold three units so far. All three sales are Cash sales. I have given out several of the packets you sent me and no one has filled out an application yet. They still think it is a huge task and they have heard from their banker how cumbersome an SBA loan is and their banker talks them out of filling out the application, warns them about those things that sound too good to be true, makes some comment about guys from Florida, then tells them they want 30% skin in the loan and then I never here from them again. I think your loan program looks like a great way for me to sell office condos. I want to do a Smart Choice loan to prove to my buyers that the program and you are real. I would purchase my own office condo through Mercantile, but my CPA and attorney tell me I can’t qualify because I have too much cash in the bank. Last time we talked you suggested I set up an LLC and purchase it personally. My attorney says I then can’t lease it to my corporation since it is not “Owner Occupied” I need some coaching on how to set it up to where I can do your loan program.
Hey – good luck with your book. If you use my title then you got to come to Texas and buy me a big steak and personally show me how to make your loan program work to help me sell office condos. Check it out at http://www.buyofficecondos.com
Chris Hurn says:
Thanks for your comments, Bo.
Tell them NOT to listen to those idiotic bankers. CLEARLY they have NO idea what they’re talking about and they keep scaring your prospects! When the book comes out, buy some copies (I’ll give you a great deal) and then hand them out to prospective buyers to educate them.
When they say their banker warned them that our deals are, “too good to be true,” just explain to them that I literally wrote the book. “Are you going to believe some community banker in Texas who’s changed banks three times in the past five years or a guy who lends nationally and has done over $760MM in small business financing in the past 8 years? If you (your prospect) won’t look into it (with us), they’ll (we’ll) just keep lending in Texas to the tune of a couple dozen deals a year – perhaps you (your prospect) ought to be another one who benefits?” You can also tell them that I have one of my own loans (I’m a minority investor in an office building that got a 504 loan) – it isn’t “too good” if I use it myself. Bet they’ve (these bankers) never even borrowed money to buy commercial property… certainly not used their own loan products!
Just gotta be a bit more blunt with them.
As for doing a deal yourself, that’s probably going to be more problematic since you’re the developer of your own project (selling to yourself). Maybe partner up with your CPA or someone else (who’s financials we can use and is in a majority ownership position [51% or more]), then maybe we can make it happen?
Deldena Graham says:
I vote for option 2, everyone wants in on a secret.
Ashley Reed says:
I vote for option 2! Congratulations on the amazing achievement!
Justin Wilmot says:
Both are great, but you may lose some leads with having to educate young aspiring entrepreneurs what a ROI is. I sold my first company of three years before getting into real estate before I even knew what an ROI was! Lol…
Rob Schmidt says:
I know titles sell but to be honest when I look at these two options I think 1) Might not the ultimate ROI be investing my excess capital back into my business and leasing office space? And 2) Are you saying that the smartest entrepreneurs make their fortunes from real estate instead of by creating innovating products?
I would much prefer something along the lines of this:
Lease vs Own: How Small Business Owners Build Wealth by Owning Real Estate and When to Pull the Trigger
Of course I’ve never written a book, so take my comments with a grain of salt. Perhaps the best way for you to choose a title is to come up with 6-10 options, run some adwords with your options, and then choose the title with the highest click through rate. It’s a great way to test your hypotheses.
Tzvike Gee says:
how about.. “smarter commercial real estate for small business owners”?
Donald Davis says:
Both are too long, find a short and direct point