You've Got 8 Seconds: Communication Secrets for a Distracted World

by Paul Hellman

“If you have an important point to make, don’t try to be subtle or clever . . . Hit the point once. Then come back and hit it again. Then hit it a third time—a tremendous whack!” —WINSTON CHURCHILL

The point is, your audience is probably not thinking about you. But to capture attention, you need to think about them. Be the audience.

Why should I listen (or read this)? 2. What exactly are you saying? 3. What should I do with this info? To fast-focus your message, answer the three questions.

If your audience can’t visualize what you’re saying, they’re more likely to daydream. Daydreams are visual. For example, imagine being at the beach. Notice you can see the beach. Analogies are visual too. (So

common knowledge is not common practice. Do

“If you want a quality, act as if you already had it.” —WILLIAM JAMES, psychologist

What would you try if you knew you couldn’t fail? Everyone’s afraid. But some people act anyway.