Sam Horn's Blog, page 8

That's Intriguing #40: Make Your Ideas and Stories Come Alive with Sam Horn's 70 – 10 – 10 – 10 Rule®

"Your opening better be good; or else people won't stick around to hear the rest of it." – author Lawrence Block

Several years ago I was selected to be on the closing panel of a conference held over the holidays.

Pulitzer Prize winners, astronauts, Fortune 100 CEO's and Nobel physicists were on the panel and in the audience, so I was excited about this opportunity.

The challenge? I had two minutes max to share an intriguing epiphany with the group.

The night before the panel, I skipped the New Years' celebration to work on my remarks. My son Andrew came back to our hotel room after midnight and found me still up.

"Whazzup, Mom?"

"Well, I've got something to say, but I know it's not special."

"Do what you always tell me to do when my brain's fried. Get up early in the morning and the ideas will come when you're fresh."

"Good advice, Andrew. Thanks." I set the alarm for 6 am and went to bed.

The next morning, I went in search of some caffeine to kick-start my creativity. I turned around after getting my coffee and bumped into a petite powerhouse with big red glasses. I smiled at her and said, "Happy New Year."

She looked at me, eyes bright, and said, "Start to finish."

I was instantly intrigued. "How did you come up with that great phrase?"

She said, "Want to set for a spell and I'll tell you?"

I had a decision to make. Was I supposed to go back to my room and work on my two minutes – or was Dr. Betty Siegel my two minutes?

Suffice it to say, I went with Betty (literally and figuratively).

That conversation not only yielded a fascinating story for my closing remarks, it was the start of a rewarding friendship with the irrepressible Dr. Betty Siegel, President Emeritus of Kennesaw State University.

Betty is, quite simply, the best story-teller I've ever known. She doesn't tell, she shows. She illustrates each idea with a vividly-told, real-life example so we see what she's saying.

My time with Betty crystallized the following epiphany which, after 20+ years as a professional speaker and published author, has changed the way I communicate:

People don't want more information – they want epiphanies.

And people don't get epiphanies from ideas.

They get epiphanies from vividly-told, real-life examples that cause the lights to go on and the band to play.

As a result of that encounter; I've developed a Disruptive Communication Manifesto called The 70 – 10 – 10 – 10 Rule® that I now use in all my written and spoken communication and recommend to all my consulting clients and audiences.

The 70 – 10 – 10 – 10 Rule is an evolutionary way to instantly engage people so they relate what we're saying to their circumstances and choose to do something differently – not because they have to – because they want to.

The 70 – 10 – 10 – 10 Rule®

is a way to capture and keep people's valuable attention – from start to finish.

If you want to discover "How to use Sam Horn's 70 – 10 – 10 – 10 Rule® to Make Your Ideas and Stories Come Alive," contact us at Sam@SamHorn.com and put "Sam Horn's 70 – 10 – 10 – 10 Rule®" in the subject heading.

We'll be happy to send info on that e-book, tele-seminar, MP3 to you.

That's Intriguing #39: Announcing the POP! 2010 Hall of Fame of Top Trends, Brand Names, Book Titles and Business Slogans

"You're either breaking out or blending in. And blending in's for Cuisinarts." – Sam Horn

Every year I pick the top brand names, taglines, book titles and trends that caught our attention and helped their idea, invention or organization stand out and get noticed . . . for all the right reasons.

The point? If you want to succeed, you need to stand out.

And one of the best ways to stand out is create a catchy phrase that builds buzz by turning everyone who sees it or hears it into a word-of-mouth ambassador who repeats it to others.

All of the phrases below showcase POP! techniques that are included in my book POP! which has been sold around the world (China, Europe, South America, etc.)

Hailed as one of the best business books of the year

If you have a cause, creation or company you care about – buy a copy of POP! and work through the 25 exercises that show how to coin a NURD (New Word) that helps your priority project POP! out of its pack.

1. Random Hacks of Kindness: Kudos to this worldwide gathering of tech types collaborating for the common good, and thanks to Nicholas Skytland of NASA for bringing this to my attention.

2. Stuffocating: This NURD (New Word) was coined by TV station TLC for their one hour special on the stifling impact of w-a-y too much stuff. (Not that I can relate.)

3. MEtailing: I want it and I want it my way. This online trend of letting people customize their own clothes, shoes and other products is a runaway (runway?) success.

4. Jeggings: Part jeans – part leggings. This Half & Half Word helped this product generate $180 million in sales, proving that NURDS are more than word play; they're bottom line profits.

5. Info-besity: We live in a society stuffed with information yet we're starving for insights.

6. Refudiate: Republican Sarah Palin's "malaPOPism" received national media attention in which she was tweaked for her tweet where she mixed up (or did she?) "refute" and "repudiate."

7. SHEconomy: Smart companies understand the power of the purse and are targeting this multi-billion dollar demographic. Props also to Marilynn Tanner Mobley's BoomerHer.

8. Snowmageddon: What do you call it when 30 inches of snow are dumped on Washington DC and cause a weather apocalypse? An excellent example of Alphabetizing.

9. You Had Me at Woof: Julie Klam's book shows how "riffing off" pop culture can provide an unexpected twist to a familiar phrase. The result? A smile and a sale.

10. SerenDestiny: I admit it. I'm partial to this since it's the title of my next book. It's based on the premise that leading the life we're born to live is no accident (serendipity); it's intentional.

– – – – – – – – – – – – – – – – – – – – -

Sam Horn's POP! Create the Perfect Pitch, Title and Tagline for Anything (Perigee, Penguin '09) introduces 25 techniques for creating compelling buisness communications and innovative, memorable messaging.

POP! has been featured on MSNBC, BusinessWeek.com and in NY Times and Sam's presentations on this topic have received raves from Cisco, EO, National Speakers Association, ASAE, etc.

Check the more than fifty 5 Star ratings on Amazon.com from readers who sing its praises and describe how it's helped them generate trademark-able titles and taglines, profitable business names and winning presentations that have closed deals and catapulted income.

That's Intriguing #39: Announcing the POP! 2010 Hall of Fame

"You're either breaking out or blending in. And blending in's for Cuisinarts." – Sam Horn

Every year I pick the top brand names, taglines, book titles and trends that caught our attention and helped their idea, invention or organization stand out and get noticed . . . for all the right reasons.

The point? If you want to succeed, you need to stand out.

And one of the best ways to stand out is create a catchy phrase that builds buzz by turning everyone who sees it or hears it into a word-of-mouth ambassador who repeats it to others.

All of the phrases below showcase POP! techniques that are included in my book POP! which has been sold around the world (China, Europe, South America, etc.)

If you have a cause, creation or company you care about – buy a copy of POP! and work through the 25 exercises that show how to coin a NURD (New Word) that helps your priority project POP! out of its pack.

1. Random Hacks of Kindness: Kudos to this worldwide gathering of tech types collaborating for the common good, and thanks to Nicholas Skytland of NASA for bringing this to my attention.

2. Stuffocating: This NURD (New Word) was coined by TV station TLC for their one hour special on the stifling impact of w-a-y too much stuff. (Not that I can relate.)

3. MEtailing: I want it and I want it my way. This online trend of letting people customize their own clothes, shoes and other products is a runaway (runway?) success.

4. Jeggings: Part jeans – part leggings. This Half & Half Word helped this product generate $180 million in sales, proving that NURDS are more than word play; they're bottom line profits.

5. Info-besity: We live in a society stuffed with information yet we're starving for insights.

6. Refudiate: Republican Sarah Palin's "malaPOPism" received national media attention in which she was tweaked for her tweet where she mixed up (or did she?) "refute" and "repudiate."

7. SHEconomy: Smart companies understand the power of the purse and are targeting this multi-billion dollar demographic. Props also to Marilynn Tanner Mobley's BoomerHer.

8. Snowmageddon: What do you call it when 30 inches of snow are dumped on Washington DC and cause a weather apocalypse? An excellent example of Alphabetizing.

9. You Had Me at Woof: Julie Klam's book shows how "riffing off" pop culture can provide an unexpected twist to a familiar phrase. The result? A smile and a sale.

10. SerenDestiny: I admit it. I'm partial to this since it's the title of my next book. It's based on the premise that leading the life we're born to live is no accident (serendipity); it's intentional.

– – – – – – – – – – – – – – – – – – – – -

Sam Horn's POP! Create the Perfect Pitch, Title and Tagline for Anything (Perigee, Penguin '09) introduces 25 techniques for creating compelling buisness communications and innovative, memorable messaging.

POP! has been featured on MSNBC, BusinessWeek.com and in NY Times and Sam's presentations on this topic have received raves from Cisco, EO, National Speakers Association, ASAE, etc.

Check the more than fifty 5 Star ratings on Amazon.com from readers who sing its praises and describe how it's helped them generate trademark-able titles and taglines, profitable business names and winning presentations that have closed deals and catapulted income.

That's Intriguing #38: What are the Top POP! Quotes of 2010?

"Quotes are distilled wisdom." – Sam Horn

Fred Shapiro, Associate Librarian for Yale Law School, just released his annual version of the most notable quotes.

Shapiro picks quotes that are famous, important or revealing of the spirit of the times. The quotes aren't necessarily the most eloquent or admirable.

Here are a few of his selections — and then I'll share my "bakers' dozen" list of TOP 2010 QUOTES which DOES feature quotes that are both eloquent AND admirable.

1. "I'm not a witch." Christine O'Donnell, television advertisement, Oct. 4.

2. "I'd like my life back." Tony Hayward, comment to reporters, May 30.

3. "If you touch my junk, I'm gonna have you arrested." airline passenger John Tyner, remark to TSA worker at San Diego airport, Nov. 13, 2010

4. Republican Sarah Palin's tweet: "Don't retreat. Instead — reload!"

5. House Speaker Nancy Pelosi, "We have to pass the (health care) bill so you can find out what is in it."

6. "Chi! Chi! Chi! Le! Le! Le! Los mineros de Chile!" Chant at Chilean mine rescue, Oct. 13.

7. "I'm going to take my talents to South Beach." basketball player LeBron James

Sam Horn's List of the TOP POP! Quotes of 2010

1. "If you stick to what you know; you sell yourself short." – country singer Carrie Underwood

2. "Any time you're making a living at what you love to do, you're blessed." – rock n roller Tom Petty

3. "Creativity is piercing the mundane to find the marvelous." – journalist Bill Moyers

4. "Nobody wants to go out mid-sentence." – actor Johnny Depp

5. "I think the one lesson I've learned is there's no substitute for paying attention." – anchor Diane Sawyer

6. "I am in love with hope." - Tuesdays with Morrie author Mitch Albom

7. "I went for years not finishing anything. Because when you finish something, you can be judged." – author Erica Jong

8. "I take nothing for granted. I now have only good days or great days." – Lance Armstrong (response to what he's learned from his bout with cancer)

9. "I didn't need more fame or money. I needed more heart." – Kenny Chesney (explaining why he went back home to his "roots" instead of planning his 17th consecutive summer concert tour)

10. "Your time is limited so don't waste it living someone else's life." – Apple pioneer Steve Jobs

11. "It's the start that stops most people." – former Miami Dolphins Coach Don Shula

12. "One thing that's certain: around the corner from every ugly thing, there's something really beautiful. If we stop at every bitter interaction; we'll never reach our destination." – TV reporter Soledad O'Brien

13. "There's a special place in hell for women who don't help each other." – ex-Secretary of State Madeleine Albright

14. "You don't have to be perfect; you just have to be open." – Elizabeth Edwards (RIP)

What's your favorite quote of the year?

Share it here and tell us why it impacted you.

And if you'd like the entire list of my FAVORITE 50 CURRENT QUOTES so you can use them in your blogs, books and presentations; email us at info@SamHorn.com, put CURRENT QUOTES in the subject heading and we'll be glad to send them to you.

That's Intriguing #38: What are the Top Quotes of 2010?

"Quotes are distilled wisdom." – Sam Horn

Fred Shapiro, Associate Librarian for Yale Law School, just released his annual version of the most notable quotes.

Shapiro picks quotes that are famous, important or revealing of the spirit of the times. The quotes aren't necessarily the most eloquent or admirable.

Here are a few of his selections — and then I'll share my "bakers' dozen" list of TOP 2010 QUOTES which DOES feature quotes that are both eloquent AND admirable.

1. "I'm not a witch." Christine O'Donnell, television advertisement, Oct. 4.

2. "I'd like my life back." Tony Hayward, comment to reporters, May 30.

3. "If you touch my junk, I'm gonna have you arrested." airline passenger John Tyner, remark to TSA worker at San Diego airport, Nov. 13, 2010

4. Republican Sarah Palin's tweet: "Don't retreat. Instead — reload!"

5. House Speaker Nancy Pelosi, "We have to pass the (health care) bill so you can find out what is in it."

6. "Chi! Chi! Chi! Le! Le! Le! Los mineros de Chile!" Chant at Chilean mine rescue, Oct. 13.

7. "I'm going to take my talents to South Beach." basketball player LeBron James

Sam Horn's List of the TOP POP! Quotes of 2010

1. "If you stick to what you know; you sell yourself short." – country singer Carrie Underwood

2. "Any time you're making a living at what you love to do, you're blessed." – rock n roller Tom Petty

3. "Creativity is piercing the mundane to find the marvelous." – journalist Bill Moyers

4. "Nobody wants to go out mid-sentence." – actor Johnny Depp

5. "I think the one lesson I've learned is there's no substitute for paying attention." – anchor Diane Sawyer

6. "I am in love with hope." - Tuesdays with Morrie author Mitch Albom

7. "I went for years not finishing anything. Because when you finish something, you can be judged." – author Erica Jong

8. "I take nothing for granted. I now have only good days or great days." – Lance Armstrong (response to what he's learned from his bout with cancer)

9. "I didn't need more fame or money. I needed more heart." – Kenny Chesney (explaining why he went back home to his "roots" instead of planning his 17th consecutive summer concert tour)

10. "Your time is limited so don't waste it living someone else's life." – Apple pioneer Steve Jobs

11. "It's the start that stops most people." – former Miami Dolphins Coach Don Shula

12. "One thing that's certain: around the corner from every ugly thing, there's something really beautiful. If we stop at every bitter interaction; we'll never reach our destination." – TV reporter Soledad O'Brien

13. "There's a special place in hell for women who don't help each other." – ex-Secretary of State Madeleine Albright

14. "You don't have to be perfect; you just have to be open." – Elizabeth Edwards (RIP)

What's your favorite quote of the year?

Share it here and tell us why it impacted you.

And if you'd like the entire list of my FAVORITE 50 CURRENT QUOTES so you can use them in your blogs, books and presentations; email us at info@SamHorn.com, put CURRENT QUOTES in the subject heading and we'll be glad to send them to you.

That's Intriguing #37: Who Says You Can't Say Anything in 10 Minutes?

"I try to leave out the parts people skip." – bestselling author Elmore Leonard

TED is proving we can say a lot in a little – if we leave out the parts people skip.

TED.com (www.TED.com – Ideas Worth Spreading) pioneered an evolutionary approach to a conference.

Forget the keynotes and breakout sessions.

Everyone presents to the entire audience and everyone has a max of 8-18 minutes. Yes, even Bill Gates, Bill Clinton and Bono.

What a concept.

As a presentation coach who's Emceed TEDx-NASA twice, who coaches TEDx and Hall of Fame speakers, and works with entrepreneurs on their venture capital pitches; many express initial dismay upon learning they'll only have 10 minutes to communicate their message or convince investors of their value proposition.

I tell them, "You can change A life in 10 minutes. You can change YOUR life in 10 minutes."

The impressive speakers at TEDx programs are proving this.

Check out Oliver Uberti's (design editor at National Geographic) TEDx-NASA presentation on how to crack open your creativity as evidence of how to intrigue everyone in the room. . . from start to finish. http:bit.ly/hzF0od

Check out the #TEDwomen twitter feed to see the distilled sound-bytes of these brilliant thought leaders.

For example, Omega Institute co-founder Elizabeth Lesser introduced a movement that has now gone viral . . . in a couple sentences.

Elizabeth implored the crowd to "catch themselves in the act of otherizing" and summed up how we can reverse the negative stereotyping that's running rampant with this provocative 5 word slogan, "Take the other to lunch."

Think about it. A profound idea that could positively influence millions was distilled into a 140 character Tweet that's now being heard (and acted upon) around the world.

What message do you want to get across?

Whether it's a conference keynote, venture capital pitch, luncheon presentation, TED talk or commencement address – its impact and memorability depends on whether you distill its essence into Purposeful, Original, Pithy sound-bytes that POP!

Want more tips on how to leave out the parts people skip so you can POP! your message?

Email us at Sam@SamHorn.com for an article with innovative ways to win buy-in to your ideas and initiatives . . .in 60 seconds or less.

That's Intriguing #36: Copywriters, Authors and Speakers: Are Cliche's Pulling Down the Quality of Your Content?

"Avoid cliche's like the plague." – Samuel Goldwyn

Phil Jackson, former coach of the Chicago Bulls, got exasperated with star player Michael Jordan for hogging the ball.

He called him over and said, "C'mon Michael. You had a player under the basket. Why didn't you pass him the ball? You know, there's no i in team."

Michael flashed a grin and said, "Yeah, but there is in WIN!"

Next time you're tempted to trot out a cliche', be like Mike.

Turn cliche's on their head to pleasantly surprise your listeners, viewers or readers.

Audiences are tired of same-old, same-old. As soon as they hear, "It's nice to be important; but it's more important to be nice" or "You have to see it to believe it" their eyes start rolling.

I'm not saying the above sentiments aren't true; they're just not new.

People will get out their smart phones because they've concluded you don't have anything new to add to the conversation.

You don't have to avoid cliche's altogether; just add your own unique twist instead of repeating them verbatim.

Verbally zigging where people expect you to zag will cause people to perk up and pay attention because they don't know what you're going to say next.

For example, The Economist magazine uses this as a slogan; "Good minds like a think."

You probably know Avon's slogan for their walks to raise money to find a cure for breast cancer: "Good things come to those who . . .walk."

One of my all time favorite examples of this POP! technique is "I think, therefore IBM."

What's your favorite example of a cliche' turned on its head?

Submit your entry asap. The most intriguing entry gets included in the 2010 POP! Hall of Fame.

That's Intriguing #35: Want to Capture Favorable Attention in the First 60 Seconds?

"Instant gratification takes too long." – Carrie Fisher

Did you know . . . 1.8 billion vaccinations are given every year?

Did you know . . . half of those vaccinations are given with re-used 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 that cost a fraction of the current model?

You don't have to imagine it . . . we've created it.

In fact, if you look at this article . . .

So went the 60 second opening of one of my clients who used this pitch to convince venture capitalists to invest in her evolutionary product and business.

What's the point?

Will you be requesting funding or proposing a new initiative in the near future?

How are you going to win buy-in?

What are you going to say in the first 60 seconds to motivate your decision-makers to look up from their Blackberry's?

If you want people's valuable time and mind, use the 3 techniques I've created and teach my clients to begin with to capture the favorable attention of their decision-makers in the first 60 seconds:

1. Open with three "Did you know?" questions related to the scope of the problem you're solving. The goal is to elicit a startled "I didn't know that" from your target audience. One of the ONLY ways to get busy people's attention is to immediately tell them something they don't know that piques their curiosity about something that concerns them.

2. Start your next paragraph with the word "Imagine" and use the oratorical "Power of Three" device to paint a mental picture of the ideal scenario. Identify three best-case characteristics of your solution so they're impressed with the comprehensiveness of your plan, product or program.

3. Bridge to your precedence with the words "You don't have to imagine it; we've created it. In fact, in this . . . ." Then, introduce irrefutable evidence – whether that's an article, testimonial from a respected source or the actual product – so they SEE your offering as a done deal, not as a speculative venture.

The above techniques instantly engage your audience and cause them to care about what you care about.

Many of my consulting clients have used this compelling opening in their presentations/pitches and have reported back its power to win buy-in to their projects, products and programs.

Next time, you want to shake people out of their preoccupation and motivate them to give you their undivided attention – start your communication with:

1) three intriguing facts they don't know about your idea, issue or initiative

2) the word "imagine" to paint a mental picture of three characteristics of your solution to this problem

3) the words "You don't have to imagine it; we've created it" so they SEE and BELIEVE what you're saying and want to hear the rest . . . of your story.

That's Intriguing #33: Want to Grab Attention in First 60 Seconds?

"Instant gratification takes too long." – Carrie Fisher

Did you know . . . 1.8 billion vaccinations are given every year?

Did you know . . . half of those vaccinations are given with re-used needles?

Did you know . . . we are spreading and perpetuating the very diseases we're trying to prevent?

Imagine if there was a one-use needle that cost a fraction of the current model?

Imagine if this was a painless vaccination people couldn't even feel?

You don't have to imagine it . . . we've created it.

In fact, if you look at this article . . .

So went the opening of a client who used this pitch to get funding from investors for her revolutionary product and business.

What's the point?

Will you be presenting an idea or proposing a new program, project or product in the near future?

How are you going to win buy-in?

What are you going to say in the first 60 seconds to motivate people to look up from their Blackberry's and give you their undivided attention?

If you want people's valuable time and mind, be sure to:

1. Open with something they don't know.

2. Ask 3 questions to engage their curiosity so they're eager to hear more.

3. Bridge with the word "Imagine" so they SEE your offering as a done deal, not as a speculative venture.

If you want people to care about what you care about; you've got to grab their attention in the first 60 seconds.

Use these three technqiues to have them at hello . . . and you'll be on your way to winning buy-in to your projects, products and programs.

What's the best opening you've heard or read? Something that captured your attention from the get go?

That's Intriguing #34: How Do I Get Investors Interested in My Venture?

"It's not enough to be the best at what you do; you must be perceived as the only one who does what you do." – Jerry Garcia

Actually, when you're trying to get interest from investors; it's not enough to be perceived as one of a kind.

You must prove how you're solving a problem that's costing your target customers money – and you must prove how you're going to make your investors money.

I am the Pitch Coach for Springboard Enterprises – which has helped entrepreneurs receive more than $5 billion in funding. Springboard grads include Robin Chase of ZipCar, Gail Goodman of Constant Contact and Joni Evans of WowOWow.com

When coaching people on their pitches, I see the same thing again and again.

People tell the story of their company. And they explain what their business does.

That will not convince a venture capitalist to invest in you.

What investors want to know is – HOW WILL YOU MAKE ME MONEY?

If you are asking for millions of dollars – prove to me you have a leadership team with big-brand experience, contacts and a tangible track record of making and managing millions of dollars.

If you are asking for millions of dollars – prove to me you have a first-of-its-kind, evolutionary, disruptive technology, product, service or patent-pending approach with a clear competitive advantage.

If you are asking for millions of dollars – prove to me with metrics and measurable evidence why your business will scale in the years ahead and my investment will pay off and grow.

And if you are asking for millions of dollars – don't end your presentation by saying "Thank you for your attention." Give me a clear, compelling incentive to contact you afterwards because you're offering something intriguing and/or financially impressive that motivates me to want to know more.