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Got Your Attention?
How to Create Intrigue and Connect With Anyone
Sam Horn (Author)
Publication date: 03/05/2015
Bestseller over 35,000+ copies sold
Did you know:
• Goldfish, yes, goldfish, have longer attention spans than we humans do?
• One in four people abandons a website if it takes longer than four seconds to load?
Imagine if there were ways, in a world of impatience and INFObesity, to quickly intrigue busy, distracted people and earn their interest, trust and buy-in?
Imagine if there was a process for pleasantly surprising decision-makers and convincing them you're the right person for the job, position, project or contract?
You don't have to imagine it, Sam Horn has created it. Sam's innovative techniques have helped her clients close deals and raise millions of dollars and will be your “secret sauce” to getting funded, hired, elected, promoted or referred.
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Did you know:
• Goldfish, yes, goldfish, have longer attention spans than we humans do?
• One in four people abandons a website if it takes longer than four seconds to load?
Imagine if there were ways, in a world of impatience and INFObesity, to quickly intrigue busy, distracted people and earn their interest, trust and buy-in?
Imagine if there was a process for pleasantly surprising decision-makers and convincing them you're the right person for the job, position, project or contract?
You don't have to imagine it, Sam Horn has created it. Sam's innovative techniques have helped her clients close deals and raise millions of dollars and will be your “secret sauce” to getting funded, hired, elected, promoted or referred.
Sam Horn, the Intrigue Expert, is a positioning/ messaging/branding strategist with a twenty-year track record of results with such clients as Intel, NASA, Boeing, Cisco, KPMG, British Airways, ASAE, and Entrepreneurs Organization. She was a top-rated speaker at INC 500/5000.
Sam has helped thousands of entrepreneurs and executives (e.g., Jill Nelson, founder of Ruby Receptionists; FORTUNE Magazine’s 2012 #1 “Best Small Company to Work for in the US”; Charlie Pellerin, project manager of the Hubble Telescope; and Nina Nashif, founder of Healthbox and World Economic Forum Young Global Leader) to create intriguing books, keynotes, and TEDx talks that have helped them scale their influence and impact.
Sam is the author of POP!, Tongue Fu!®, What’s Holding You Back?, ConZentrate, and Take the Bully by the Horns, which have been endorsed by high-profile individuals including Stephen R. Covey, Billie Jean King, John Gray, Tony Robbins, and Ken Blanchard.
Sam is an in-demand media resource whose work has been featured in Fast Company, The New York Times, and The Washington Post. She’s been on every major TV and radio network, including CBS, NBC, ABC, and MSNBC, National Public Radio, Jay Leno’s Tonight Show, and To Tell The Truth, where she and her Tongue Fu!® team stumped the panel.
Sam is the former executive director and 17-year emcee for the Maui Writers Conference, where she worked with top agents/editors and dozens of bestselling authors including Mitch Albom, Frank McCourt, Nicholas Sparks, James Rollins, and Dave Barry.
—Dan Pink, author of To Sell Is Human and Drive
“If you can't get people's attention, you'll never get their business. Sam Horn's new book shows how to quickly win respect so people are motivated to listen.”
—Terry Jones, Founder of Travelocity and WayBlazer, and Chair of Kayak
“Every entrepreneur, executive and educator will benefit from reading this brilliant book.”
—Amy Wilkinson, former White House Fellow and author of The Creator's Code
“Innovative ideas for initiating genuine conversations and meaningful connections that turn strangers into friends.”
—Keith Ferrazzi, author of the #1 New York Times bestseller Never Eat Alone
“These techniques for engaging employees and customers by focusing on their needs and priorities first … are a must for every leader.”
—Marshall Goldsmith, Thinkers 50 Top Ten Global Business Thinker
“I thought I'd already heard everything on this subject, but from the first ten seconds of skimming, Sam's riveting stories sucked me right in. This is the most down-to-earth, inspiring, and actionable(!) book I've ever seen about how to get people's attention. I'm recommending it to everyone I know.”
—Derek Sivers, TED speaker on “First Follower” and founder of CD Baby
“Not only is it possible to influence with integrity; it's preferable. This book shows how.”
—Dr. Joan Fallon, founder of Curemark and winner of a 2014 Gold Stevie Award for “Maverick of the Year”
“Sam's new book is everything she recommends: True, New, Efficient, Engaging, Interactive and actionable. Sam lives all of these things, and she's given us a guide to do so, too!”
—Robert Wolcott, founder and Executive Director, KIN Global, Northwestern University
“Sam Horn is the best listener—and conversationalist—I know. This fast, insightful read will help anyone who wants to establish authentic, productive connections with other people, at work and at home.”
—Mariah Burton Nelson, Vice President of Innovation and Planning, American Society of Association Executives
“Looking for innovative ways to explain what you do and get across the value of what you have to offer? This book is for you.”
—Saul Kaplan, founder, Business Innovation Factory
“Don't even think about preparing a pitch, proposal or presentation without first reading Got Your Attention?”
—Kay Koplovitz, founder of USA Networks and cofounder and Chairman, Springboard Enterprises
“Powerful insights on how to build a movement that lasts and create authentic connections with volunteers, donors, strategic partners, and anyone who interacts with your brand.”
—Adam Braun, founder of Pencils of Promise
“A must read for anyone in the workplace who wants to contribute at their highest level and create more strategic networks.”
—Betsy Myers, Former Executive Director, Center for Public Leadership, Harvard, Kennedy School
“Sam Horn asks and answers the question so many of us are struggling with: What does it take to really connect with people in a culture of impatience and alienation? A user-friendly gem.”
—Elizabeth Lesser, cofounder of Omega Institute and author of Broken Open
“These accessible techniques transcend generations and read like a modern-day version of How to Win Friends and Influence People.”
—Miki Agrawal, Forbes “Top 20 Millennials on a Mission” and founder of THINX
“Thought-provoking insights on how to be clear and concise.”
—Roger Hunter, NASA Project Manager and TEDxUGA speaker on “Earth's Backup Plan”
“I've interviewed Sam on my show. She rocks and so does this book.”
—John Lee Dumas, founder and host of the #1 ranked business podcast, Entrepreneur on Fire
Part I: I = INTRO: Open with an INTRO that Has People at Hello
Chapter 1: Ask “Did You Know?” Questions
Chapter 2: Show Them the Fish
Chapter 3: Share What's Rare
Chapter 4: Turn a No into a Yes
Chapter 5: Psych Yourself Up, Not Out
Part II: N = NEW: It's Not Enough to Be True; It Needs to Be NEW Chapter 6: Create the Next New Thing
Chapter 7: Keep Current
Chapter 8: Look at the World with Reawakened Eyes
Chapter 9: Cause Aha's with Ha-Ha's
Part III: T = TIME-EFFICIENT: Win Trust by Being TIME-EFFICIENT
Chapter 10: Keep it Brief or They'll Give You Grief
Part IV: R = REPEATABLE: If People Can't REPEAT It; They Didn't Get It
Chapter 11: Craft a Phrase-that-Pays
Part V: I = INTERACT: Don't Just Inform, INTERACT
Chapter 12: Never Again Deliver an Elevator Speech
Chapter 13: Create Mutually Rewarding Conversations
Chapter 14: Facilitate Interactive Meetings and Programs
Part VI: G = GIVE: GIVE Attention First
Chapter 15: Customize to Connect
Chapter 16: Listen Like You Like to Be Listened To
Part VII: U = USEFUL: If It Isn't Actionable, It Isn't USEFUL
Chapter 17: Establish Real-World Relevance
Chapter 18: Offer Options, Not Orders
Part VIII: E = EXAMPLES: Don't Tell Stories; Share Real-World EXAMPLES
Chapter 19: Illustrate Ideas with Dog on a Tanker Examples
Chapter 20: Put People in the SCENE
Summary and Action Plan: What's Next?
Chapter 21: Expand Your Influence—For Good
The INTRIGUE Creed
The INTRIGUE Quiz
Notes
Acknowledgments
Index
About the Author
We Want to Hear from You!
Chapter 1
Ask “Did You Know?” Questions
It’s not overly dramatic to say your destiny hangs on the impression you make.
TV JOURNALIST BARBARA WALTERS
It’s daunting, isn’t it, to think the destiny of something you care about depends on your ability to create a favorable impression for it in the first minute?
That was how Kathleen Callendar, founder of PharmaJet, felt when she told me, “I’ve got good news and I’ve got bad news. Springboard Enterprises is giving me an opportunity to pitch to a room full of investors at the Paley Center in New York City.”
I told her, “That is good news. Springboard has helped female entrepreneurs like Robin Chase of ZipCar receive more than $6.4 billion dollars in funding. What’s the bad news?”
“I’m going at 2:30 and I have only ten minutes. You can’t say anything in ten minutes. How can I possibly explain our team credentials, clinical trials, and financial projections in ten minutes?”
“Kathleen, you don’t have ten minutes. Those investors will have heard sixteen other pitches. You have sixty seconds to break through the afternoon blahs and earn their attention.”
Here is the intro we crafted that not only helped Kathleen win buy-in and funding, it helped her be named one of BusinessWeek’s most promising social entrepreneurs of 2010.3
Did you know there are 1.8 billion vaccinations given every year?
Did you know up to half of those vaccinations are given with reused needles?
Did you know we are spreading and perpetuating the very diseases we’re trying to prevent?
Imagine if there was a painless, one-use needle for a fraction of the current cost.
You don’t have to imagine it, we’ve created it. It’s called PharmaJet, as this article shows …
And she was off and running. Are you intrigued? So was everyone in that room.
Let’s put this in perspective. The PharmaJet team used to open their presentations by explaining they were a “platform for a medical delivery device for subcutaneous inoculations.”
Yikes. That intro would have lost people at hello. Yet that is how many people open their communications, with blah-blah-blah explanations that cause listeners to think “duh” or “huh?” They’ve already concluded this is “hard work,” and they switch their attention to something more enjoyable or urgent. Kathleen had a competitive advantage because, one minute in, everyone was already curious and eager to know more.
How Else Can the “Did You Know?” Intro Be Used?
You can’t just give someone a creativity injection. You have to create an environment for curiosity.
#1 RATED TED TALKER SIR KEN ROBINSON
In case you’re wondering if you can use this opening online and in print, as well as in person, the answer is a resounding yes. If fact, you may choose to follow Sean Keener’s example. Sean and his BootsnAll team used a “Did you know?” opening in a sixty-second video posted on the home page of their website. He tells me it has helped their new product, Indie, become an instant success. His intro starts with:
Did you know you used to need a travel agent to book a multi-city trip with five stops?
Did you know it used to take up to forty-eight hours to book a five-stop trip?
Did you know it used to take up to five days to receive a price quote for a five-stop trip?
Imagine, if for the first time ever, you could plan and book a five-stop trip yourself, without ever having to use a travel agent?
Imagine if you could get your own price quotes for a multi-stop trip?
Imagine if you could do all the above in less than an hour?
You don’t have to imagine it; we’ve created it. It’s called Indie.4
Intrigued? So have been the thousands of people who have watched that video and were sufficiently intrigued to click on the link to find out more.
Ready for an example of how this opening can be used in print? Imagine you’re writing an e-book on how to get hired in today’s tough job market. You could start with this opening:
Did you know that:
Of the 3.6 million job openings in 2012, 80 percent were never advertised?
118 people (on average) apply for any given job and only 20 percent get interviews?
In 2013 in the United States, 53.6 percent of bachelor’s degree holders under the age of twenty-five were jobless or underemployed?5
Find out about quality jobs that were never advertised?
Dramatically increase your likelihood of getting an interview this week?
Learn ten new, yet proven ways to stand out in today’s supercompetitive job market?
You don’t have to imagine it. This sixty-page e-book shares real-life success stories of individuals who found jobs in three months as a result of these techniques. In fact, …
Isn’t that more interesting than most “tell ’em what you’re going to tell ’em” openings that leave you thinking, You’re insulting my intelligence. Just get to it! And in case you’re curious, the statistics in this sample e-book copy are true. An Intrigue Agency team member found them, in less than five minutes, by GTS (Googling that Subject).
Three Steps to Crafting a “Did You Know?” Intro
Somewhere, something incredible is waiting to be known.
ASTRONOMER CARL SAGAN
Please get out your W5 Form so you can craft an opening that introduces something your decision-makers don’t know so you can have them at hello.
Step 1: Open with three startlingly relevant “Did You Know?” questions
Introduce three things your decision-makers don’t know, but would like to know, about the:
Scope of the problem you’ve solving
Urgency of the issue you’re addressing
Dramatic shift in a trend you’re discussing
Unmet need you’re filling
Be sure to cite reputable sources, (e.g., Wall Street Journal, Forbes) to add gravitas and so people know you’re not making up your numbers. No vague, sweeping generalizations; (i.e., “Millions of people are out of work” or “Unemployment is rampant”). Find out exactly how many people are out of work as of that month, so people trust your data and can trust you’re telling the truth.
Are you thinking, Where do I find these facts, experts, and verifiable statistics? GTS–Google that Stuff. Use your favorite search engine to ask:
What are shocking statistics about ____________________ (your subject)?
What recent research has been done about ___________________ (your topic)?
Who is an expert on ____________________ (your issue)?
What are the most popular articles about ____________________ (your problem)?
What are changing trends about ____________________ (your target market)?
What are the best websites or most popular blogs ____________________ (your cause or industry)?
In minutes, you may discover a well-known think tank just released data that proves the problem you’re addressing is growing exponentially and has more drastic consequences than anticipated.
You might find a study showing your target demographic is spending a growing percentage of their income on your type of product every year, and there are huge profits to be made.
The goal is to come up with startling “Really? That’s news to me!” facts that affect the money, time, safety, convenience, health, performance, risk, or norms of the issue you’re focusing on.
Craft those facts into three one-sentence “Did you know?” questions. Why only three? Some people think the more evidence they present, the more likely they are to get a yes. Wrong.
A May 7, 2011, Newsweek cover story entitled Brain Freeze reported that piling on information backfires because people shut down in the face of too much information.6 They’re not about to say yes to something they can’t grasp. It’s far more effective to cherry-pick the three most impressive aspects and make them as pithy as possible so people grasp them the first time they hear them.
Step 2: Use the word imagine linked with three “Who wouldn’t want that?” attributes of your proposed solution.
The word imagine pulls people out of their preoccupation and helps them actively process what you’re saying instead of passively hearing it. They’re no longer distant. They’re fully focused on you instead of distractedly thinking about the UPOs (unidentified piled objects) stacking up on their desk.
How do you come up with the three “Who wouldn’t want that?” attributes? Think back to Kathleen Callendar and PharmaJet. What did her decision-makers care about? Those reused needles, so we emphasized they were “one use.” No one likes painful inoculations, so we clarified they were “painless.” Decision-makers always care about money, so we indicated her offering was “a fraction of the current cost.” Do you see how we distilled her solution into a succinct ideal scenario that evoked a “Who wouldn’t want that?” response? That’s your goal.
Step 3. Transition with “You don’t have to imagine it; we’ve created it. In fact….”
Provide precedents and evidence so they know this isn’t speculative or pie-in-the-sky; this is a done deal, and you and your team are ready to deliver it. Share a testimonial from a named client who vouches for you. Hold up an article that reports your results. Reference a benchmark showing what you’re suggesting is not an unproven risk. It’s been done before, successfully.
One final reason the “Did you know?” intro is so effective: All the above can be condensed into a rare and welcome sixty seconds. Other communicators are still telling the audience what they’re going to tell them, and you have already earned their attention and respect and they’re eager to hear more.
I hope you’ll try this opening for your next high-stakes communication. It has made a dramatic difference for many of my clients, and I know it can help you connect with your decision-makers in record time.
Action Questions: Ask “Did You Know?” Questions
Are you doing what you’re doing today because it works or because it’s what you were doing yesterday?
TV HOST DR. PHIL MCGRAW
1. What’s the situation on your W5 Form? Instead of telling people what you’re going to tell them, how can you open by asking three “Did you know?” questions?
2. How will you help people picture your ideal scenario with the word imagine and distill three aspects of your proposed solution into a “Who wouldn’t want that?” scenario?
3. How will you bridge into “You don’t have to imagine it …” and provide empirical evidence so decision-makers know this isn’t too good to be true; it is a done deal and you’re ready to deliver it?
