Sam Horn's Blog, page 7

That's Intriguing # 48: How Can Current Quotes Make Me a More Compelling Communicator?

"It's not overly dramatic to say our destiny hangs upon the impression we make." – Barbara Walters

A premise of my study of the art and science of "intrigue" is that many people are BBB –

busy, bored, been-there-heard-that.

It takes a lot to get their attention.

In fact, most people make up their mind in the first 60 seconds whether we're worth their valuable time, mind and dime.

If we want to get our message in their mental front door,

we need to open with something they've haven't heard before.

In other words, we've got to be intriguing.

Intriguing is defined as "causing curiosity; capturing attention."

Common or classic quotes no longer have the power to cause curiosity or capture attention.

I like Edison, Einstein and Emerson as much as the next person.

In fact, Emerson's "Life consists of what a man is thinking all day long" is a favorite.

It's just that many people under 40 often don't know (or care) who he is.

As soon as you launch into Martin Luther King's "I have a dream . . . " some people are inwardly rolling their eyes.

Please note: it's not that MLK's profound remarks aren't true; they're just not new.

What this means is, everytime we use familiar quotes or old quotes from "dated" sources, our audience tunes out and moves on because they conclude we're not current or relevant.

So, what can we do?

We can hold ourselves accountable for crafting original content and for introducing CURRENT quotes that get people's eyebrows up.

I've spent a lot of time culling the following quotes from recent articles and interviews.

My hope is you'll be able to use these intriguing insights (with attribution) to capture interest in what you want to get across.

What's different about these quotes? You have to been alive to be included.

Read 'em and reap.

.

1. "I am in love with hope." – Tuesdays with Morrie author Mitch Albom

2. "A lot of the time, I'm raising more questions than I'm answering." – NPR's Andy Carvin

3. "We are better than we think and not yet what we want to be." – poet Nikki Giovanni

4. "I want to write songs that play themselves on stage – songs that sweep you up in their current." – singer k.d. lang

5. "Life is not divided into semesters. You don't get summers off and very few employers are interested in helping you find yourself." – Tech pioneer Bill Gates

6. "I learned how to win by losing and not liking it." – golfer Tom Watson

7. "No one wants to go out mid-sentence." – Johnny Depp

8. "Have I pushed the envelope as much as I want to? Not yet. That's why I'm still creatively hungry." -movie director Steven Spielberg

9. "I have the world's best job. I get paid to hang out in my imagination all day." – novelist Stephen King

10. Reporter: "Would you say this rookie has exceeded your expectations?"

Yogi Berra: "I'd say he's done more than that."

11. "We need to treat each other with consideration. In my world, the squeaky wheel does not get the grease." Tim Gunn

12. "Keep in mind that you're more interested in what you have to say than anyone else is." – Andy Rooney, 60 Minutes correspondent/curmudgeon

13. Enough about me. What do you think about me?" – Bette Midler's character in the movie Beaches

14. When asked why he chose not to stage a summer concert tour for the first time in 17 years, country singer Kenny Chesney said, "My career is great. I don't need more money or fame. I need more heart."

15. "Anyone who consistently makes you feel bad is not helping you get better." – Sam Horn

16. "Guard your good mood." Meryl Streep

17. "When you create, you get a little endorphin rush. Why do you think Einstein looked like that?" – comedian Robin Williams

18. "Love elevates. Love is what you live for." – Angelina Jolie

19. "As long as I'm in good shape, you'll always see me smiling." – Usain Bolt, World's Fastest Human

20. "I started out wanting to write great poems, then wanting to discover true poems. Now, I want to be the poem." – Mark Nepo

Want to know how to "hook and hinge" these current quotes into your work so they're relevant to YOUR topic?

Email us at Sam@SamHorn.com and we'll send you an article that explains how to tie-in each quote (with full attribution) to your material so the lights go on in your audience's eyes and they get a relevant aha.

That's Intriguing #47: What is Entrainment and How Can It Help Me Be a Better Speaker, Author and Communicator?

What did the meditation teacher say to the hot dog vendor? "Make me one with everything."

Have you heard of the concept of "entrainment?"

When you "lose yourself" doing something you love, (whether that's reading a great book or working in your garden), that's the exquisite state of entrainment.

When you're completely immersed in your sport and playing "out of your head" – that peak performance zone state is a form of entrainment.

When you spend hours happily engaged in your hobby and you're not even aware of the passage of time, that's entrainment.

As someone who's earned her living as speaker/author for 20 years presenting to clients ranging from Intel to Cisco; I've studied the art and science of intrigue and have developed specific ways to "become one" with our listeners, readers and viewers.

See, one of our goals as a communicator is to establish this exquisite state of entrainment. And one of the best ways to do that is to re-enact real-life examples so they come alive.

People are yearning to be swept up. When we re-enact something important that happened to us, everyone is right there "with us." They're not just passively reading or hearing about it; they're experiencing it as if they were there too.

For example, when I'm speaking about SerenDestiny and the importance of taking wise risks, I love to relive a memorable day at Hawaii's famous North Shore.

I was living on Oahu at the time. My firend Leslie and I were both young, fit, and bold/brave enough to tackle Waimea Bay's winter surf. (The inside waves – not the huge, 20 foot outside waves.)

Waimea Bay's winter surf.

I don't just tell my audience what happened. That would still be my story, not theirs.

I act it out so participants can see us standing on the sand watching the waves come in. I paint a vivid word picture so everyone in the room is in the scene and in the story. I re-create the dialogue . . .

"Leslie and I stood there with our boogie boards wondering, 'Should we go in, shouldn't we go in? Should we go in, shouldn't we go in?

If we go in, we could have the time of our lives. We could also get tumbled around, inside out-upside down and deposited on the beach.

Thirty minutes later . . . we were still standing on the beach, 'Should we, shouldn't we? Should we, shouldn't we?'

Leslie and I finally looked at each other, simultaneously nodded and said, 'Let's go in.'

We kicked as hard as we could to get out past the surf line and then bobbed in the water, gripping our boards, waiting for a suitable set. We knew once we committed, there'd be no turning back. You can't tell a 6 foot wave, 'Sorry, I changed my mind.'

We finally saw a wave we thought we could handle. We kicked, kicked, kicked to match the momentum of the wave and caught it at the same time. The swell lifted us up and shot us forward. Whoosh.

Aaahh . . . the thrill of cutting back and forth on the face of that powerful wave and riding it all the way in until we scraped our bellies on the beach. We looked at each other, grinning from ear to ear, and decided to go back out again for another ride, another shot of adrenalin.

Later that day on the drive home, we debriefed and both realized . . . we never would have had this exhilerating experience if we'd stayed on the beach, wondering, "Should we, shouldn't we?"

I then ask the audience, "What is something you've always wanted to do? Write a book, start your own business, get your pilot's license? Are you standing on the beach going, 'Should I, Shouldn't I?'

You'll never know standing on the beach. Go in!

I'm not suggesting we wade into 20 foot waves. I'm suggesting we take the first step towards making our dream a reality – we initiate one action that will move us closer to writing that book, starting the business or getting our license to fly."

Soren Kierkegaard said, "We always experience anxiety whenever we confront the potential of our own development."

We are not here to play it safe. We are here to appreciate and act on the opportunities of life. Do what makes you anxious. Don't do what makes you depressed.

What's something you've been wanting to do? Ask someone out? Train for a mini-triathlon? Go back to college to get a different degree?

As Hue Wheldon said, "The crime is not to avoid failure. The crime is not to give triumph a chance."

Give triumph a chance . . . today. You won't regret going in, you'll only regret not going in."

Break, break (as pilots say when they want to change the topic.)

Are you wondering, "And how does this relate to entrainment?"

I frequently get emails from people who tell me about a dream they've realized because they remembered that "Should I, shouldn't I?" story and decided to "go in" instead of standing on the beach and letting their doubts get the best of them.

When are you speaking next? What article, blog or chapter will you be writing next?

If you want to win over your audience – and if you want a long tail of positive influence – identify a real-life example that is original to you, that illustrates your point, that is on-topic and that is relevant for your readers/listeners.

Put yourself back in the scene and re-enact what happened so you put everyone in the story and establish that state of entrainment where your readers or listeners are right there with you.

When everyone feels "one" with you and your message, you will have connected. And isn't that the ultimate goal of all communication?

If you're preparing a presentation or writing a book and would like to work with Sam to create a state of entrainment to win buy-in to your message, mission, cause, company; contact us at Sam@SamHorn.com

That's Intriguing #47: What is Entrainment and How Can It Help Me Win Over any Audience?

What did the meditation teacher say to the hot dog vendor? "Make me one with everything."

Have you heard of the concept of "entrainment?"

When you "lose yourself" doing something you love, (whether that's reading a great book or working in your garden), that's the exquisite state of entrainment.

When you're completely immersed in your sport and playing "out of your head" – that peak performance zone state is a form of entrainment.

When you spend hours happily engaged in your hobby and you're not even aware of the passage of time, that's entrainment.

As someone who's earned her living as speaker/author for 20 years presenting to clients ranging from Intel to Cisco; I've studied the art and science of intrigue and have developed specific ways to "become one" with our listeners, readers and viewers.

See, one of our goals as a communicator is to establish this exquisite state of entrainment. And one of the best ways to do that is to re-enact real-life examples so they come alive.

People are yearning to be swept up. When we re-enact something important that happened to us, everyone is right there "with us." They're not just passively reading or hearing about it; they're experiencing it as if they were there too.

For example, when I'm speaking about SerenDestiny and the importance of taking wise risks, I love to relive a memorable day at Hawaii's famous North Shore.

I was living on Oahu at the time. My firend Leslie and I were both young, fit, and bold/brave enough to tackle Waimea Bay's winter surf. (The inside waves – not the huge, 20 foot outside waves.)

I don't just tell my audience what happened. That would still be my story, not theirs.

I act it out so participants can see us standing on the sand watching the waves come in. I paint a vivid word picture so everyone in the room is in the scene and in the story. I re-create the dialogue . . .

"Leslie and I stood there with our boogie boards wondering, 'Should we go in, shouldn't we go in? Should we go in, shouldn't we go in?

If we go in, we could have the time of our lives. We could also get tumbled around, inside out-upside down and deposited on the beach.

Thirty minutes later . . . we were still standing on the beach, 'Should we, shouldn't we? Should we, shouldn't we?'

Leslie and I finally looked at each other, simultaneously nodded and said, 'Let's go in.'

We kicked as hard as we could to get out past the surf line and then bobbed in the water, gripping our boards, waiting for a suitable set. We knew once we committed, there'd be no turning back. You can't tell a 6 foot wave, 'Sorry, I changed my mind.'

We finally saw a wave we thought we could handle. We kicked, kicked, kicked to match the momentum of the wave and caught it at the same time. The swell lifted us up and shot us forward. Whoosh.

Aaahh . . . the thrill of cutting back and forth on the face of that powerful wave and riding it all the way in until we scraped our bellies on the beach. We looked at each other, grinning from ear to ear, and decided to go back out again for another ride, another shot of adrenalin.

Later that day on the drive home, we debriefed and both realized . . . we never would have had this exhilerating experience if we'd stayed on the beach, wondering, "Should we, shouldn't we?"

I then ask the audience, "What is something you've always wanted to do? Write a book, start your own business, get your pilot's license? Are you standing on the beach going, 'Should I, Shouldn't I?'

You'll never know standing on the beach. Go in!

I'm not suggesting we wade into 20 foot waves. I'm suggesting we take the first step towards making our dream a reality – we initiate one action that will move us closer to writing that book, starting the business or getting our license to fly."

Soren Kierkegaard said, "We always experience anxiety whenever we confront the potential of our own development."

We are not here to play it safe. We are here to appreciate and act on the opportunities of life. Do what makes you anxious. Don't do what makes you depressed.

What's something you've been wanting to do? Ask someone out? Train for a mini-triathlon? Go back to college to get a different degree?

As Hue Wheldon said, "The crime is not to avoid failure. The crime is not to give triumph a chance."

Give triumph a chance . . . today. You won't regret going in, you'll only regret not going in."

Break, break (as pilots say when they want to change the topic.)

Are you wondering, "And how does this relate to entrainment?"

I frequently get emails from people who tell me about a dream they've realized because they remembered that "Should I, shouldn't I?" story and decided to "go in" instead of standing on the beach and letting their doubts get the best of them.

When are you speaking next? What article, blog or chapter will you be writing next?

If you want to win over your audience – and if you want a long tail of positive influence – identify a real-life example that is original to you, that illustrates your point, that is on-topic and that is relevant for your readers/listeners.

Put yourself back in the scene and re-enact what happened so you put everyone in the story and establish that state of entrainment where your readers or listeners are right there with you.

Wehn everyone feels "one" with you and your message, you will have connected. And isn't that the ultimate goal of all communication?

If you're preparing a presentation or writing a book and would like to work with Sam to create a state of entrainment to win buy-in to your message, mission, cause, company; contact us at Sam@SamHorn.com

That's Intriguing #46: How to Have Your Audience at Hello

One of the best conferences I've ever attended was BIF-6, held in Providence, RI and hosted by Saul Kaplan of the Business Innovation Factory.

Saul and his team collect an eclectic mix of pioneering thought leaders ranging from Tony Hsieh of Zappos to Alan Webber, co-founder of Fast Company, Jason Fried of Rework and Keith Yamashita, who believes many of us "fritter away our greatness."

Each presented a TED-like 18 minute presentation introducing their latest invention or insight.

I was on the edge of my seat the entire two days.

There was a recurring, underlying theme to each presentation. These visionaries had either:

A) seen something wrong and thought, "Someone should DO something about this. After being bothered about it for awhile, they finally concluded, "I'm as much a someone as anyone. I'LL do something about this."

B) witnessed something that wasn't what it could be. They thought, "It doesn't have to be that way. There's got to be a better way. An easier, greener, more satisfying, profitable way. And I'm going to come up with that way."

I'll be featuring some of their intriguing stories in upcoming blogs.

For now, I want to share the opening of the individual who did the best job at winning buy-in the first 60 seconds.

Are you wondering, "Was this someone who's given hundreds of presentations, who's done lots of media?"

Nope. The person who had us at hello was a surprise.

She walked to the center of the stage, centered herself (literally and figuratively) and stood tall and confident until everyone in the room gave her their undivided attention.

Then, flashing a playful grin, she said, "I know what you're thinking."

Long pause.

"What can a 7th grader possibly teach me about innovation?!"

Big smile.

"Well, we 7th graders know a thing or two. Like," and here she spoofed herself, "how to flip our hair." At this point, she tossed her long hair over her shoulder.

The crowd laughed, (with her, not at her). Everyone was instantly engaged and impressed with this young woman's moxie and presence.

"We also know we have the power to make things better if we put our minds to it. For example . . . " and she was off and running.

12 year old Cassandra Lin had us at hello.

The Cliff Notes version of her story is that she and her class discovered the clogged sewer pipes in their city were the verge of causing a disaster because so many restaurants and industrial companies were pouring their F.O.G (Fat, Oil, Grease) down the closest drain.

After doing some resarch, she and her classmates started T.G.I.F – Turn Grease into Fuel - an award-winning recycling effort that generates money for needy families.

You can find out more about her brilliant social entrepreneurialism in the BIF-6 Summit Book

http://businessinnovationfactory.com/... and also find out how to register for this year's BIF-7 summit. http://businessinnovationfactory.com/...

Why did Cassandra have us in the palm of her hand in 60 seconds?

She anticipated what her audience might be thinking – and said it first.

She anticipated these successful executives and entrepreneurs might be a bit skeptical that a 12 year old could have anything valuable to contribute – so she addressed it and neutralized it up front.

She established instant credibility and earned the respect of everyone in the room.

How about you? Are you giving a presentation in the near future? Who are your decision-makers? Will they have their mental arms crossed?

If so, SAY WHAT THEY'RE THINKING.

If you don't voice what's on their mind, they won't be listening. They'll be resisting everything you say.

For example, if they're thinking, "I can't believe you're asking for money. We don't have any left in our budget" . . . then guess what your first words better be?

That's right. "You may be thinking I'm crazy coming in here and asking for money because we don't have any left in our budget . . . and if I can have your attention for the next three minutes, I can show you where we're going to find this money and how we're going to make it back, and more, in the first three months."

Now you have your audience at hello . . . and now your idea has a chance.

That's Intriguing #45: How Can I Turn a No into a Yes?

During a recent Win Buy-In: Get Anyone Intrigued in Anything in 60 Seconds workshop I gave in Europe, a participant raised his hand and asked, "What can we do if we anticipate our decision-maker is going to say no? Do you have a way to turn that into a yes?"

"Certainly. What do you have in mind?"

"Well, my son is on a traveling soccer team. We just hired a professional player to coach his team and we need to raise money for his salary."

"So, how are you planning to do that?'

"Well, we're going to approach our local bookstore, but we know the owner gets hit up for donations all the time."

"Good for you. You're already half way to winning buy-in because you've already put yourself in the shoes of your decision-maker and read his mind."

"What do you mean?"

"Ironically, the key to getting a yes is to ask yourself, 'Why will they say no?"

"Why is that so important?"

"If you don't voice your decision-makers' objections right at the start, they won't be listening to you – they'll just be waiting for you to stop talking so they can tell you why this won't work."

"How can I do that in this situation?"

"Let's read the mind of this bookseller. The good news is, I know this industry pretty well because I Emceed the Maui Writers Conference for 17 years (MWC was to the publishing industry what Cannes is to the film industry). I know how booksellers think and what's important to them."

He said, "Ok, how do they think and what's important to them?

"What's important to every retail business owner – whether that's a bookstore, dry cleaner, florist or restaurant – is having paying customers onsite or online buying their services and products.

What they don't like is people taking up their valuable work time asking them for money without offering something in return."

"That makes sense. How do I do that?"

"Here's how. When you walk into the store, wait until the owner is finished taking care of paying customers so you're not pulling him away from his #1 priority.

Then, make sure the first words out of your mouth are, "I know you're busy, and may I have 3 minutes of your time?"

"Three minutes?!"

"Yes, putting a time parameter around your request immediately lets the owner know you're aware of his busy schedule. It increases the likelihood he'll give you his time of day."

"Then what?"

"Use the magic words, 'I can only imagine . . . ' as in "I can only imagine how many times you get asked for donations by local organizations."

"What does that do?"

"He's probably too polite to mention it, but it lets him know you know the school band, scout troop and local charities are constantly asking for donations.

It shows you're not just thinking of what you want, you're empathizing with what it must be like to be put in this challenging situation where he's pressured to give to every worthy cause that walks in his door."

"What do I say next?"

"Immediately jump in to how you're going to make this a win for him. Say, 'So I'd like to propose an event that draws people to your store, boosts your sales and gives you lots of positive press."

The participant smiled and said, "That probably would get his interest."

"You're right. It at least motivates him to keep listening because this time-sensitive approach is so rare and welcome.

Then say, "I'd be glad to arrange for a professional soccer player who's written a successful book to appear at your store on the day of your choice for a book signing/mini-seminar. In fact, in exchange for becoming a financial sponsor for our youth soccer team, we'd be glad to put your logo on our team jerseys."

The participant asked, "What if he isn't convinced? Anything else I can do to turn a potential no into a yes?"

"Yes, continue to put yourself in his shoes. Ask yourself, 'What matters to him? What else would make it easy for him to say yes?' Chances are, asking these questions will help you think of even more ways to make it a double win."

The participant thought for a moment and then said, "I know. My friend is a reporter for the local paper. We could ask her to interview the soccer pro and cover this event so the bookseller gets lots of publicity. He could put the clipping up in his store to show how he supports his community."

"Great, but don't stop there. Keep brainstorming. Anything else?"

His eyes lit up. "Yah. One of our team parents owns his own internet marketing company. I bet he'd be glad to blog about this and promote it to his social media network so even more people are aware of it and show up."

"Good idea. That will put even more 'cheeks in the seats.' Keep thinking, because the more ways you can make this a win for him, the more likely he is to say yes.

For example, if one of your team parents is a good photographer, you can sweeten the pot by saying you'd be happy to arrange for someone to take photos of the soccer pro with customers in front of the bookstore's logo for $5 a pop. That money will go toward the soccer team, making it even more of a successful fund-raiser . . . plus, it would give the bookseller a long tail of good will because those photos will stay on people's refrigerators for a long, long time.

Notice, all of the above actions benefit the bookseller and your son's team. That's the beauty of this approach. When you create a win for everyone involved; you're more likely to get a yes."

Want more ways to quickly win buy-in to a priority project?

Contact us at Cheri@SamHorn for details on Sam Horn's upcoming teleseminar on Win Buy-In: Get Anyone Intrigued in Anything . . . in 60 Seconds.

That's Intriguing #44: How to Win Buy-In in 60 Seconds

What better way to get across an example of how we can win buy-in to our ideas . . . than to share this blog post from EO-London President Jennifer Jansen who wrote about her response to my recent presentation for them.

Thanks Jen ( http://www.sixdegreespr.com/Home/Home... ) for giving permission to share this.

It was grand fun seeing those cerebral sparks flying, and I'm glad to know you and your fellow EO members found our program intriguing and useful.

"OK, I'll admit it. When, as the learning chair of the UK's Entrepreneurs' Organization, I agreed to host a speaker who professed to be able to teach us how to sell anything to anyone in 60 seconds or less, I was skeptical. But Sam Horn didn't disappoint.

Imagine a group of 20 highly-strung entrepreneurs and members of their teams – Blackberries and iPhones buzzing, minds racing, faces blank.

Sam Horn – a refreshingly unconventional American in a trademark black hat takes to the floor. The skeptics agree to give her her 60 seconds.

Fast-forward four hours. The room is alive with energy, people wondering where the time has gone. New ideas hatched, new friendships formed, and traditional ways of thinking changed forever.

Sam Horn is full of inspirational stories, thought-provoking quotes, and frameworks for putting her theory in to practice. And she shares these with the generosity and confidence of someone who's built a career out of helping people succeed.

Have you ever wondered how on earth you can differentiate your own brand when competitors are all doing broadly the same thing, in the same way?

Ever felt like the last thing you wanted to do in a meeting was a standard PowerPoint presentation, but couldn't come up with an alternative? Or, how to make a 'boring' product interesting to absolutely anyone?

Well, I have. And what I learned will help me not only in the continuous improvement of Six Degrees, but in the way I and the team think about client challenges and how best to approach them.

Here's an example. At Six Degrees we're pretty proud of our elevator pitch: 'We make clients famous'. Simple to understand, and hopefully compelling.

But it's a statement. It is a one-way communication. Sam's view is that people should aim to create an 'elevator conversation' rather than an 'elevator speech'.

So in the context of the story above, we've tweaked ours. "Have you ever heard of Skype?" To which most people these days will say "Of course!" "Well, we helped make it a household name."

Brilliant. Now we have the start of a conversation. And where there's conversation, there's opportunity.

Interestingly, Sam's philosophy simply replicates what we advocate in the online world — creating conversations — in our offline lives. It just makes sense.

I could write a full article about what we learned yesterday, but that's not the point. I suspect a lot of what Sam says is in her latest book, POP! And I suspect that the best way to learn from Sam Horn is to see her in action (no, I won't be getting a commission for this!).

Let's just say that for many years to come, I and the team who were with me yesterday won't soon forget Sam, in the black hat."

Thanks again Jen.

Would you like specific ways to win buy-in to your priority project?

Contact us at info@SamHorn.com for details about our upcoming tele-seminar on WIN BUY-IN: GET ANYONE INTRIGUED IN ANYTHING IN 60 SECONDS.

Like Jen, are you a little skeptical?

All I can say is that this program has been a hit at the British Airways Face2Face Competition in NYC and has received perfect 10′s from discerning corporate audiences around the world.

Be sure to have a priority project or upcoming communication in mind when you register for our tele-seminar so you can instantly apply these innovative techniques to capture the favorable interest of your decision-makers.

Sam hits the ground running, and within minutes of hearing her one-of-a-kind techniques, you'll quickly understand why Sam's unique approach has helped clients land multi-million dollar deals, command the attention and respect of their target customers, and win buy-in to what they care most about.

That's Intriguing #43: Test Market Your New Business, Product or Service by Forming Your Own Focus Group

What fun it was being interviewed today (from Geneva) on CBC's Margin of Error by respected pollster and radio host Bruce Cameron.

The subject of the interview was how focus groups can assist companies in selecting words that help their products and services break out (vs. blend in . . . because blending in is for Cuisinarts, not for companies.)

Bruce's first question was, "What's an example of a name that helped a business break out?"

I told him, "One of my favorite examples is the name Sergey Brin and Larry Page selected for their new-fangled invention – an online search engine.

We take their creation for granted now and use it daily without even thinking about it.

But in the beginning, their carefully coined name was all-important because people had no frame of reference for their just-developed internet directory. If they gave it a technical, difficult-to-pronounce name . . . people might conclude it would be difficult to use and avoid it.

So, instead of giving it an intimidating, scientific-sounding name, they gave it an easy-and-fun-to-say name . . . Google.

This was a genius move. Google is a strategic ROI on multiple levels. It is:

* taken from the math term googol, which is the number 1 followed by 100 zeros which represents the trillions of usages they envisioned for their search service.

* a simple, yet playful word which gives the impression their process will be simple, yet playful to use.

* easy to repeat. When people can easily repeat your business name, they're more likely to remember it and repeat it to others, thereby becoming your word-of-mouth advertisers. Brilliant."

Bruce asked, "So what should we ask a focus group when coining a name for a new business, product or service name?"

"Well, first, I've got good news for you.

You don't really have to spend thousands of dollars on convening expensive, time-consuming focus groups. You can find out in 5 seconds . . for free . . . whether you have a strategically ROI name that will POP!"

Bruce asked, "How's that?"

"First, tell a target customer your proposed name and ask them to repeat it.

If they struggle to pronounce your name and can't repeat it; it's back to the drawing board.

(Or, as comedian George Carlin was fond of saying, 'Before there were drawing boards; what did we go back to?) It's almost impossible to build a business around an unpronouncable name.

Next, watch their eyebrows. If their eyebrows knit or furrow; it means they didn't get it.

And if your target customers don't get your name – you won't get their business. You won't get their account, support, loyalty or funding. Because confused people don't ask for clarification – they just move on. Names that cause consternation cost you potential sales and customers.

What you want is for people's eyebrows to go UP. That means they're intrigued. Curious. They want to know more. That means you've got your idea, invention or organization in their mental door."

Bruce asked, "What do you call this?"

"The Eybrow Test . . . and it's the most effective, least expensive focus group you can form."

Thanks again to Bruce Cameron (who also hosts ROI – Return on Insight – on CBC). http://www.return-on-insight.ca/bio-b... I'm already looking forward to our next interview.

That's Intriguing #42: You Can't Build a Business if You Can't Win Buy-In

It happened again.

I went to a conference last week and met dozens of smart, talented entrepreneurs.

Yet when I asked them "What do you do?" or "Tell me about your business," many couldn't quickly communicate what they did in a way I got it and wanted it.

Talk about lost opportunity costs.

if you care about your company, cause, creative idea or campaign; the ball's in YOUR court to craft an intriguing elevator intro so the next time someone asks "What do you do?" you can respond in a way that sets up a meaningful and memorable conversation and connection.

For example, I met one woman in the halls and asked what she did.

Her response? "I'm a project manager."

Argghh.

I asked, "Want to play with that?"

She said, "Sure."

I asked, "What's an EXAMPLE of a project you managed?"

(Using the two words FOR EXAMPLE is the quickest way to make your intro come alive bcause you're showing vs. telling what you do. These two words turn an elevator speech into an elevator connection because people can SEE what you're saying and relate to it.)

She said, "Well, I managed a drug launch."

"For who? What's their name? Or, if you need to keep your clients confidential, what size company is it?"

(Vague claims compromise credibility. You need to give enough specific detail so people trust what you're saying is true.)

She said, "It was a billion dollar pharma company."

(See how this intro immediately got more interesting and positioned her at a level of respect?)

I asked, "What was the timeline of what you accomplished for them? What were the measurable results?"

(When you provide details of the tangible value you've delivered for someone else, it sets up a When Harry Met Sally – "I'll have what she's having" – desire to have the same results.)

She said, "I brought the project in before deadline and under budget."

(Who wouldn't want that?)

"Then what happened?"

"The CEO called to thank me and said they couldn't have done it without me."

(Quoting a real-life endorsement POP!s our elevator intro because it provides irrefutable social proof that we have produced bottom-line value for other clients.)

I said, "From now on, SAY THAT."

When someone asks, 'What do you do?' say, "I'm a project manager. For example, a couple years ago, a billion dollar pharma company asked me to oversee a drug launch. We brought it in under budget and before deadline. The CEO was so pleased, he picked up the phone to thank me and said they couldn't have done it without me."

Voila. Now we know exactly what she does. We're impressed with what she does. And we can remember what she does so we could refer her to other people or seek her out if we're in the market for a project manager.

How about YOUR elevator intro?

Can you clearly and compellingly get across what you do – in 60 seconds or less?

Can you win buy-in to your business, idea or organization in the first minute?

If so, good for you.

If not, you might want to listen to the interview I did with Karen Klein of BusinessWeek.com on this topic. You can listen to the 8 minute audio on the homepage of my website – http://www.samhorn.com/

Or, you're welcome to email us at Sam@SamHorn.com to order my CD or e-book on "Create a Tell 'n Sell Elevator Intro that Opens Doors and Closes Deal."

Sam Horn's CD Create a Intriguing Elevator Intro that Opens Doors and Closes Deals.

or

That's Intriguing #43: You Can't Build a Business if You Can't Win Buy-In

It happened again.

I went to a conference last week and met dozens of smart, talented entrepreneurs.

Yet when I asked them "What do you do?" or "Tell me about your business," many couldn't quickly communicate what they did in a way I got it and wanted it.

Talk about lost opportunity costs.

if you care about your company, cause, creative idea or campaign; the ball's in YOUR court to craft an intriguing elevator intro so the next time someone asks "What do you do?" you can respond in a way that sets up a meaningful and memorable conversation and connection.

For example, I met one woman in the halls and asked what she did.

Her response? "I'm a project manager."

Argghh.

I asked, "Want to play with that?"

She said, "Sure."

I asked, "What's an EXAMPLE of a project you managed?"

(This is the quickest way to make your intro come alive bcause you're showing vs. telling what you do.)

She said, "Well, I managed a drug launch."

"For who? What's their name? Or, if you need to keep your clients confidential, what size company is it?"

(Vague claims compromise credibility. You need to give enough specific detail so people trust what you're saying is true.)

She said, "It was a billion dollar pharma company."

(See how this intro immediately got more interesting and positioned her at a level of respect?)

I asked, "What was the timeline of what you accomplished for them? What were the measurable results?"

(When you provide details of the tangible value you've delivered for someone else, it sets up a When Harry Met Sally – "I'll have what she's having" – desire to have the same results.)

She said, "I brought the project in before deadline and under budget."

(Who wouldn't want that?)

"Then what happened?"

"The CEO called to thank me and said they couldn't have done it without me."

(Quoting a real-life endorsement POP!s our elevator intro because it provides irrefutable social proof that we have produced bottom-line value for other clients.)

I said, "From now on, SAY THAT."

When someone asks, 'What do you do?' say, "I'm a project manager. For example, a couple years ago, a billion dollar pharma company asked me to oversee a drug launch. We brought it in under budget and before deadline. The CEO was so pleased, he picked up the phone to thank me and said they couldn't have done it without me."

Voila. Now we know exactly what she does. We're impressed with what she does. And we can remember what she does so we could refer her to other people or seek her out if we're in the market for a project manager.

How about YOUR elevator intro?

Can you clearly and compellingly get across what you do – in 60 seconds or less?

Can you win buy-in to your business, idea or organization in the first minute?

If so, good for you.

If not, you might want to listen to the interview I did with Karen Klein of BusinessWeek.com on this topic. You can listen to the 8 minute audio on the homepage of my website – http://www.samhorn.com/

Or, you're welcome to email us at Sam@SamHorn.com to order my CD or e-book on "Create a Tell 'n Sell Elevator Intro that Opens Doors and Closes Deal."

That's Intriguing #41: POP! Your Elevator Pitch by Making it Purposeful

"If you don't know where you're going; you'll end up somewhere else." – Yogi Berra

Thanks to Rhonda Abrams (small business columnist for USA Today and CEO of The Planning Shop – http://www.rhondaonline.com/ ) for asking me to conduct my POP! Your Pitch: Win Buy-in to Your Business in 60 Seconds workshop for the British Airways Face2Face competition last week. http://businessconnect.ba.com/contest/

What a pleasure it was coaching these 250 non-profit leaders and small business owners in the halls of the NYC event and at 30,000 feet on our chartered flight to London.

Our focus was on how to clearly, confidently and compellingly communicate the essence of your work so you can answer the question, "What do you do?" in a way that gets people's eyebrows up (a sign of curiosity).

Check out these excellent articles which capture what great productive fun it was swapping best-practice tips with 250 smart, talented social entrepreneurs.

These articles also showcase the three finalists Adam Braun of Pencils of Promise (the ultimate winner of the competition), Danae Ringelmann of IndieGoGo and Chris Eilers of Dunn Brothers Coffee.

All three are shining examples of visionaries who have built add-value organizations that are making a positive difference for everyone involved.

http://www.huffingtonpost.com/steve-s...

http://blogs.wsj.com/in-charge/2011/0...

http://www.portfolio.com/companies-ex...

During one of our brainstorming sessions, several of the contestants weren't able to articulate their competitive edge.

I told them, "It's hard to have a competitive edge if you don't know exactly how you're different."

One asked, "How do you figure that out?"

I asked her, "You've heard of having your ducks in a row? Well, before you can crisply communicate your competitive advantage – you need to have your 'W's' in a row."

"What are those?" she asked.

They are the W words journalists use to figure out where they want to go with an article or interview so they can stay "on purpose."

Print out this blog post with the W10 Form below and take it to lunch with you. Or, print out several copies and ask key employees to fill them out so you can discuss these at an upcoming staff meeting.

Taking time to answer the following 10 questions (excerpted from Chapter 2 of my POP! book) can help you clarify where you're first-of-your-kind and worth trying and buying.

W#1. What am I offering? What is my product, service or organization?

W#2. Who is my target audience, customer or decision-maker?

W#3. What problem(s) do they have that my business solves? What keeps them up at night? What worries them, frustrates them, confounds them?

W#4. What do my target customers want or need that no one else offers?

W#5. What specific, measurable action do I want people to take? Schedule a follow-up meeting? Visit our website? Buy our product? Hire us as their consultant?

W#6. What objections or resistance might people to have to my offering, products or services? Why will they say no or opt out?

W#7. What do I say/do to address and neutralize those objections so they're a non-issue?

w#8. Who are my competitors and how am I different or better than them?

W#9. What do all my competitors have in common? How do I zig where they zag? How does our organization do the opposite of the obvious?

W#10. Who am I (or who is my organization) What are our strengths and unique abilities? What is our tangible track record of proven, measurable results?

When you (and your team) can answer each of the above "W" questions in a clear, crisp 60 seconds, you will know exactly why it's in people's best interests to do business with you.

And that, my friends, is a competitive advantage.