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* Home
* Consulting Testimonials
* Sam Horn Bio
INTRIGUING INSIGHTS ON HOW TO CREATE COMPELLING COMMUNICATIONS THAT PASS THE
EYEBROW TEST®
January 27, 2014
THAT’S INTRIGUING #96: 10 TIPS TO PERFECT YOUR PITCH
Posted by Sam Horn under pitch, pitch for funding
[20] Comments
WIN BUY-IN FROM DECISION-MAKERS IN 60 SECONDS OR LESS
BY SAM HORN, THE INTRIGUE EXPERT
As the author of POP! Create the Perfect Pitch, Title and Tagline for Anything
(Perigee – Penguin, ’09) (which Seth Godin calls “Revolutionary” and Ken
Blanchard says is a “lively guide to getting heard, getting results”), I’m often
asked to coach start-ups who will be requesting venture capital.
I had the pleasure of delivering the luncheon keynote for the Ignite Clean
Energy Summit in Boston for the MIT Center for Enterprise. Following my
presentation, I conducted on-the-spot coaching of the national semi-finalists
who were all developing “green” businesses.
Based on feedback from the group, the following POP! Your Pitch tips were
particularly helpful in helping them create winning pitches they presented to
potential investors the following day.
These tips work whether you’re delivering a pitch, making a sales presentation
or speaking at a conference. Review this POP! Your Pitch checklist before every
presentation you give so you capture and keep the favorable interest of
listeners and command the respect you want, need and deserve.
POP! Your Pitch Tip #1:
Say something in the first 30 seconds that gets peoples’ eyebrows up. A series
of “Did you know?” questions that introduce startling statistics or surprising
news is a great way to cause people to look up from their Blackberries and
decide you’re worth listening to.
POP! Your Pitch Tip #2.
The purpose of a venture capital pitch is NOT to get funding; it’s to get a
follow-up meeting. It’s idealistic to think an investor is going to give you
millions after a 10 minute pitch. It’s realistic to sufficiently intrigue and
impress an investor in 10 minutes so they’re compelled to find out more.
POP! Your Pitch Tip #3.
Turn audience members into word-of-mouth advertisers by crafting a rhythmic
catchphrase people can repeat, word for word. The best way to craft an
AIR-tight sound bite is to use Alliteration, Iambic Meter and Rhyme. For
example, “Click it or ticket” is better than “Buckle Up for Safety.” I helped
an Ignite Clean Energy team come up with “Any plug, anytime, anywhere” as a
tagline for their electric car.
POP! Your Pitch Tip #4.
Insert a one-minute story about how clients have benefited from your company so
decision-makers have context (not just content) and connect with you on an
emotional and logical level. As the Official Pitch Coach for Springboard
Enterprises (which has helped women entrepreneurs receive $4 billion (yes,
that’s a “b”) in venture capital, I helped Lauren Williams of Movie Hatch craft
a success story about a client who went from having his film collecting dust on
a closet shelf to winning the Jackson Hole film festival in less than 4 months.
Her 60 second story captured the interest of everyone in the room.
POP! Your Pitch Tip #5.
Your confidence is indicated by the authority and volume of your voice. If
people can’t hear you, they conclude you don’t have the confidence or clout to
carry off your venture. I once saw a woman who ran a Fortune 100 company lose a
corporate audience at a national convention in the first 2 minutes because she
had a little-girl voice that ended with upward inflection that made her seem
tentative.
POP! Your Pitch Tip #6.
Your business name is a deal-maker or deal-breaker. Do people “get” your
business name the first time they hear it? If they don’t understand it, they
can’t relate to it and they won’t want it. Zappos, Google and Yahoo are all fun
to say. Arxcis, GPM Technologies, Sempran BioScience, and other
difficult-to-pronounce names make people go “huh?” You’ve spend months (years?)
developing your idea. Invest in its success by giving it a name people like and
remember. (My POP! book can help you do this.)
POP! Your Pitch Tip #7.
PROPS! When you hold up a sample of your product, people SEE what you’re
SAYING. Show and tell is infinitely more intriguing than tell, tell, tell. I
coached an entrepreneur who is developing a “green, biodegradable needle” to
start off her pitch by saying, “Did you know 1.8 billion injections are given
every year worldwide? Did you know more than half of them are unsafe? They
spread the very diseases they’re trying to prevent because they use used
needles.” She held up a baggie with a “used needle” and then contrasted it with
her 100% safe, one-use needle. The visual proof was powerful.
POP! Your Pitch Tip #8.
Tower, don’t cower. The perception of your leadership is measured by your
posture. A fig-leaf position means you have something to hide. Hunched shoulders
and a tucked-down head are signs of insecurity. Adopt an athletic stance (feet
apart, not together), roll your shoulders back, hold your head up and make
steady eye contact with everyone in the room at least once to project confidence
and command respect.
POP! Your Pitch Tip #9.
The two most powerful words in a pitch? “For example.” Back up each claim with
a real-life example with quantifiable metrics and measurable evidence (i.e., 30%
increase in sales, 20% reduction in turnover, took company public with a $10
million profit, grew an organization to 300 employees) so investors know you’ve
delivered bottom-line results before and can be trusted to do so again.
POP! Your Pitch Tip #10.
Don’t just ask for the sale – plant a specific action seed by telling them where
to find you immediately afterwards. For example, “I’m Chris, in the green
jacket, with CleanerGreenerNow. I’ll be (point) in the back corner at the next
break. I welcome your questions and would be glad to provide specific details on
how we’re going to scale this in the next 12 months.”
May 11, 2013
THAT’S INTRIGUING #95: WHAT CAN UKULELE PLAYER JAKE SHIMABUKURO TEACH US
ABOUT COMMUNICATION?
Posted by Sam Horn under authors, business communication, marketing, POP! your
presentation, Presentations, writing, writing in the flow | Tags: entrainment,
flow, Jake Shimabakuro, Life on Four Strings, nervousness, PBS Special,
presentations, sam horn, self-consciousness, speaking, ukelele, writers block,
writing |
[3] Comments
You may have seen ukulele phenom Jake Shhimabukuro’s YouTube video, shot in
NYC’s Central Park, of “While My Guitar Gently Weeps,” which has more than 11
million (!) views.
You might also have seen Jake’s TED video where he performs a masterful version
of Queen’s “Bohemian Rhapsody,” all on four strings…:-)
I’m here speaking in Waikiki and chanced upon an excellent PBS-Hawaii
documentary last night about Jake, a virtuoso who has “hit it big,” yet remains
grounded in his values.
Jake Shimabukuro: Life on Four Strings
A favorite segment of the PBS special was when Jake played his ukulele in
Sendai, Japan (ravaged by the 2011 tsunami), at a senior care center.
The expressions on these people’s faces, their tapping along with Jake’s
strumming, was particularly poignant and profound.
Perhaps most powerful was Jake’s statement, “My goal when I play is to connect
with my audience, to play music that moves them.”
Kudos to Jake. His goal deserves to be our goal as speakers and writers.
The goal of speaking is not to get a standing ovation. It is not to get a
perfect 10 on our evaluations or to generate lots of “back of the room” sales.
The goal of writing is not to have a book that serves as a business card (gak).
It is not to have a bestseller or to have “product” that drives our career.
Those are nice; those are welcomed; they’re just not the primary reason we speak
and write.
The goal of speaking and writing is to connect with our audience members and
readers; to share ideas, insights and stories that move them to feel something,
to rethink something, to do something differently.
A participant came up after my presentation on Friday and said, “You just
radiate joy. What is your secret?”
First, I thanked him and then told him, “I am so grateful for the opportunity to
speak for a living.
To stay centered in my goal of genuinely connecting with participants and
sharing something that puts the light on in their eyes; I repeat the following
mantra to myself in the minutes before a presentation.
I am here to serve; not to show off.
I am here to inspire; not to impress.
I am here to make a difference; not to make a name.
Then, I start every presentation with Arthur Rubenstein’s quote … “I have found
if you love life; life will love you back.”
I have found that if I center myself in that mantra and start off with
Rubenstein’s quote, it grounds me in how much I love speaking.
And when we love what we do, people often love being around us and want to be
part of it.
Any nervousness or self-consciousness disappears.
What takes its place is a sublime stream-of-consciousness where we’re swept up
in an exquisite state of flow in which we’re one with our audience.
What mantra do you use to ground yourself in your clarity that the purpose of
your speaking is to serve, not to show off; to inspire, not to impress; to make
a difference, not to make a name?
When writing, I picture someone specific across the desk from me and write to
that person. It could be one of my sons, a client or a friend, someone who could
benefit from what I’m trying to get across.
It transforms writing from being an intellectual exercise, a brain dump of “What
do I want to say?” to “What would put the light on in this person’s eyes?”
When I mentally reach out to a specific person, when my purpose is to write
something that would resonate with them; the words flow out so fast my fingers
can hardly keep up.
How about you?
Who are you going to speak to – write to?
How are you going to keep them top-of-mind by focusing on how you can reach
them, resonate with them?
How are you going to center yourself in your intent to connect; which is the
real reason we communicate?
Always has been. Always will be.
May 10, 2013
THAT’S INTRIGUING #94: WANT YOUR COMMENCEMENT SPEECH OR PRESENTATION TO
GO VIRAL?
Posted by Sam Horn under business communication, business presentations,
commencement speeches, Communication, conference presentations, marketing,
persuasion, POP! your communication, presenations | Tags: best commencement
speeches, best moive quotes, best movie lines, commencement speech, Intrigue
Expert, Make Good Art, Neil Gaiman, pop, presentation, sam horn |
[6] Comments
“One sign of an excellent speech? ‘Can people repeat something they heard, word
for word?'” – Sam Horn, Intrigue Expert
Neil Gaiman’s commencement speech was an instant classic.
Why?
It’s original, evocative and revealing.
Gaiman confesses that he ignored the wise advice from fellow author Stephen King
to “enjoy the ride of his success.”
However, there’s an even more important reason Gaiman’s 20 minute talk has gone
viral and been turned into a book which is coming out next week.
The popular author condensed his speech theme into a single sound-bite that is
easy to repeat.
Make Good Art.
Think about it.
How many conventions and graduations have you attended? How many presenters and
commencement speakers have you heard? Dozens? Hundreds?
Can you repeat ANYTHING they said?
If you can’t; that means they’re out of sight, out of mind. Their message had
little or no enduring impact.
What’s an important message you want to share with the world?
If you want people to remember it and act on it; is YOUR responsibility to
distill its essence into a repeatable sound-bite.
Successful film-makers know the importance of this.
“Show me the money.” “I’ll be back.” “You can’t handle the truth.” “You’re gonna
need a bigger boat.”
You probably remember those movies even though it’s been YEARS since you’ve seen
Tom Cruise, Arnold Schwarzenegger, Jack Nicholson and Roy Scheder utter those
lines in the movies Jerry Maguire, the Terminator, A Few Good Men and Jaws.
Those movies are STILL top-of-mind decades after their release because their
screenwriters crafted memorable lines that have legs.
In fact, check out the top movie quotes of all time. Almost ALL are 7 words or
less.
http://en.wikipedia.org/wiki/AFI’s_100_Years…100_Movie_Quotes
What’s this mean for you?
Look over your upcoming presentation.
Does it have a resounding idea that has been distilled into a pithy 7 words or
less?
Have you condensed your theme into a title or sound-bite people can repeat, word
for word?
If so, good for you. You have just increased the likelihood listeners will
become YOUR word-of-mouth advertisers because they will be able to remember what
you said and recommend it to others.
If not, you might want to pick up a copy of POP! and study Section IV on how to
be PITHY with its chapters on:
* Make Your Language Lyrical with Alliteration
* Put Your Sound-bite in a Beat to Make it Easy to Repeat
* Make it Sublime with Rhyme
This is not petty. You’re pouring hours (and lots of money?) into designing and
delivering a presentation that will hopefully impact everyone in the room.
Why not invest the time and mind to POP! your message into a memorable
sound-bite so people are still being positively impacted by it … years after
they’re out of the room?
April 16, 2013
THAT’S INTRIGUING #93: HAVE THE DIFFICULT CONVERSATION OUT LOUD – INSTEAD OF IN
YOUR HEAD
Posted by Sam Horn under bullies, business communication, conficence, marketing
| Tags: bullies at work, bully, bully boss, business communication, conflict,
difficult conversation, difficult people, how to handle a bully, how to have a
difficult conversation, how to think on your feet, sam horn, Take the Bully by
the Horns, tongue fu |
1 Comment
“That silence you just heard was me speaking my mind.” – coffee mug slogan
Did you ever watch the TV sitcom Friends?
Remember Phoebe, the self-described blonde ditz who sang, “Smelly cat, smelly
cat?”
In one episode, Phoebe was complaining to Joey about something her brother did.
After listening for awhile, Joey interrupts her and says, “Phoebe, have you told
your brother how you feel?”
She looks at him and says, “Yes… well, not out loud!”
Sound familiar?
Is there someone at work who’s mistreating you, making you miserable or driving
you crazy?
Do you lay awake at night, reliving what you WISHED you’d said, over and over in
your head?
Have you been telling everyone BUT the person who’s bothering you how outraged
or offended you feel?
Studies show that’s what many of us do because we’re conflict averse.
We avoid confrontations because we don’t like to fight and we don’t want to make
things worse. We just want to “keep the peace.”
Unfortunately, it’s hard to keep the peace with someone who’s making war on you.
What’s worse is … silence sanctions.
If you’re not saying anything to the person who is behaving in inappropriate
ways; they’re “getting away with it” or they’re assuming it must not bother you
too much because you’re not calling them on it.
Jack Canfield says, “People treat us the way we teach them to treat us.”
When we “turn the other cheek,” we TEACH people it’s okay to keep mistreating
us. We’re showing them we won’t hold them accountable and we won’t speak up for
ourselves.
You have a voice. Use it.
It’s time to say “No. Enough. Stop.”
The good news is, there are diplomatic ways to do this so you won’t lose your
job … even if the person bothering you is your boss.
Here’s a sample scenario.
Imagine someone at work likes to get a rise out of female employees by saying
things like, “You women are SO emotional” or “You always get stressed out.”
This person is senior to you so you’ve felt it wasn’t “your place” to let him
know his sweeping generalizations are not true or fair.
Please recognize; it IS your place to establish and enforce boundaries to let
people know they can’t “talk all over you.”
As Ann Landers loved to say, “People can’t walk all over you unless you lie
down.”
Here are four ways you can use Tongue Fu!® to diplomatically, yet firmly, speak
up for yourself.
1. If possible, address this issue in private instead of in public.
Calling someone out in front of others causes them to lose-face.
They will resent you – even if what you’re saying is true. They may feel a
compulsion to escalate in an effort to put you down so they’re back “on top.”
2. Do NOT deny, defend or disagree with their sweeping accusations.
Denials backfire.
Think about it. If you say, “We are NOT emotional!!” or “I am NOT getting
stressed-out” … you are.
3. Instead, put the conversational ball in THEIR court by asking, “What do you
mean by that?” or “What makes you think that?”
Then, put a sock in it.
Asking a question gives them an opportunity to explain themselves. They have to
give a specific example of what makes them say this. If they can’t; they’ll
often back off or back down.
If they have a legitimate reason or explanation for what they believe, even if
you don’t agree with it, at least you now know what’s REALLY going on and you
can discuss that instead of reacting to their attack.
4. Another option is to simply repeat what they said as a question, emphasizing
the extreme word.
“Really? ALL women are emotional?” “Is is true I ALWAYS get stressed out?”
Repeating an outrageous over-statement is one way to make it clear you’re not
going to suffer in silence and passively allow them to throw around disparaging
comments.
Remember; don’t pull a Phoebe.
Holding people accountable IN YOUR HEAD helps no one.
Speak up, in the moment, when people say inappropriate things so you’re teaching
them to treat you and others with the respect we all want, need and deserve.
Did you like this tip?
There are dozens more in Sam Horn’s book Tongue Fu!®, which is currently ranked
#3 on the Korean bestseller list, has been published in 17 languages around the
world, and has been taught to such organizations as the U.S. Embassy in London,
the U.S. Navy, Boeing, ASAE and Honolulu Police.
Tongue Fu!® is now available in a Kindle version so you can access it right
here, right now on your e-reader.
March 26, 2013
THAT’S INTRIGUING #92: DOES YOUR FIRST SENTENCE HAVE ’EM AT HELLO?
Posted by Sam Horn under advertising, Communication, copywriter, marketing, web
copy, writers, writing | Tags: authors, blog, blogger, book, communication,
copywriting, intrigue, pitch, sam horn, writers |
[2] Comments
“My eldest daughter told me she hated me when she was in the second grade.”
Bet that got your attention!
Which is the point.
Most articles, blogs and books start off with blah-blah preliminaries to “set
the scene.”
Forget that.
Don’t set the scene. Jump into the scene.
That article could have started out predictably with, “This is a review of
Sheryl’s Sandberg new book about women in the workplace.”
Yawn. Are you motivated to drop what you’re doing and keep reading?
I didn’t think so.
But instead, that first sentence popped off the page and motivated me to read
the rest of this excellent article by Katharine Weymouth of the Washington Post
entitled, How Can You LEAN IN If You Don’t Have Anyone to LEAN ON?
http://www.washingtonpost.com/opinions/katharine-weymouth-how-do-you-lean-in-when-you-dont-have-someone-to-lean-on/2013/03/22/b117d730-8b24-11e2-b63f-f53fb9f2fcb4_story.html
What are you writing right now? A blog? Article? Report? Book chapter? Web copy?
Marketing brochure?
Review your first sentence and paragraph.
Does it set the scene – or jump into the scene?
If you want to have readers at hello, pleasantly surprise them by JUMPING into a
dialogue phrase pulled from the story that illustrates your point.
Readers will be intrigued, and they’ll want to know … the rest of your story.
February 3, 2013
THAT’S INTRIGUING #91: WINNING SUPER BOWL ADS: WHO SAYS YOU CAN’T SAY ANYTHING
IN 60 SECONDS?
Posted by Sam Horn under advertising, brand, branding, business communication,
close deals, Communication, copywriting, Eyebrow Test, influence, Intrigue,
intriguing, marketing, persuasion, persuasive communications, pitch, pitch for
funding, pitches to investors, POP! your communication, POP! your pitch, POP!
your presentation, sales and marketing, sales pitch, sales presentation, sam
horn, stand out from the crowd, That's Intriguing, top 25 Super Bowl ads | Tags:
best Super Bowl Ads, eyebrow test, Fast Company, influence, Intrigue Expert,
investor pitch, Michael Jordan and Larry Bird, Nothing but Net, persuasion,
pitch, sam horn, super bowl ads, that's intriguing, top 25 Super Bowl ads,
winning Super Bowl Ads |
1 Comment
“Instant gratification takes too long.” – Carrie Fisher
As a communication strategist and pitch coach, I often have clients tell me,
“You can’t say anything in 10 minutes.”
One client, who was pitching a room full of investors at the Paley Center in New
York City, said, “Sam, there’s no way I can explain my company, team
credentials, business model and exit strategy in 10 minutes.”
I said, “Kathleen, you don’t have 10 minutes. You’re going at 2:30 in the
afternoon. Those investors will already have heard 15 other presenters. By that
point, their eyes will be glazed over. You’ve got 60 seconds to get their
eyebrows up.”
The good news is, we came up with a 60 second opening that not only got the
interest and respect of that audience, it helped Kathleen Callendar of Pharma
Jet land millions in funding and become selected as one of Business Week’s Most
Promising Social Entrepreneurs of 2010.
(The full story is in this Fast Company article on How to Gain Buy-In to your
Idea in 60 Seconds or Less.
http://www.fastcompany.com/1751298/how-gain-buy-your-idea-60-seconds-or-less
So, what does that have to do with Super Bowl Sunday?
USA Today editors just selected the top 25 Super Bowl ads of the past 24 years …
and all of them are 60 seconds or less.
Chances are, if you’ve seen them, you remember them and remember them … fondly.
They prove you can pack a lot into 60 seconds. You can win buy-in from target
decision-makers, tell a compelling story and keep your brand and message
top-of-mind, years after the fact.
As journalist Laura Petrecca reports in this article the winning ad “is the 1993
Nothing But Net commercial in which Michael Jordan and Larry Bird shoot an
outlandish game of H-O-R-S-E ,” trying to out-do each other to win the right to
dine on a McDonald’s Big Mac.”
http://www.freep.com/usatoday/article/1862001
What’s this mean for you?
What’s a communication you’ve got coming up? A communication in which you want
to win buy-in from decision-makers and customers?
Don’t waste the first 60 seconds with preliminary, perfunctory remarks. No, “I’m
glad to be here ….” Or “When Bob asked me to speak …” or “Before I start, let me
…”
In this day and age of instant gratification, you will already have lost the
hearts and minds of your audience if you start with … INFObesity.
Instead, jump into something intriguing that gets people’s eyebrows up. It’s the
single best thing you can do to make sure your pitch, presentation, commercial
or communication wins buy-in for what you care about.
Are you thinking, “I agree with the importance of doing this; I just don’t know
how to do it.”
Want good news? My E.Y.E.B.R.O.W. TEST system shows you how to earn the
attention and respect of any audience … in 60 seconds or less.
Discover for yourself why these techniques have been won raves from clients
around the world (London, Geneva, Toronto and throughout the U.S.) and have
helped people receive millions in funding while helping their products, services
and business break out instead of blend in.
http://www.intrigueagency.com/products-page/eyebrow/
Purchase it today to instantly have these E.Y.E.B.R.O.W. TEST tips at your
fingertips … so you can have people at hello next time you want their attention
and respect.
January 1, 2013
THAT’S INTRIGUING #90: WHAT MAKES YOU COME ALIVE?
Posted by Sam Horn under authors, best-selling author, books, marketing, write
your book, writers, writing | Tags: @resolutions, author, authors, best-selling
author, best-selling book, books, come alive, finish your book, Intrigue Expert,
new years resolution, publish your book, sam horn, SerenDestiny, that's
intriguing, write, writer, writing |
1 Comment
Chances are you’ve seen this inspiring quote from H. Thurman, “Don’t ask what
the world needs. Ask what makes you come alive ; then go do that. Because what
the world needs is people who have come alive.”
What makes you come alive? What puts the light on in your eyes?
One of the things that does it for me is … writing.
Tennis player Pete Sampras was asked what it was like winning his first U.S.
Open. He said, “No matter what else happens the rest of my life; I’ll always be
a U.S. Open champ.”
That’s one of the many benefits of writing. It is so TANGIBLY, ENDURINGLY
REWARDING.
Many things are fleeting. Quality books are not.
Yes, writing a quality book is a front-loaded project.
You pour your heart, mind, soul … and plenty of what Bryce Courtenay called “bum
glue” … into writing a quality book.
But it will still be out in the world, years later, making a positive
difference for others and a propserous living for you.
I am just re-experiencing this glorious phenomenon,
We’ve just released a new e-version of Tongue Fu!® … which was first published
(ahem) 16 years ago!
http://www.amazon.com/Tongue-Better-Anytime-Anywhere-ebook/dp/B00APRX4FG/ref=sr_1_1?s=books&ie=UTF8&qid=1357067747&sr=1-1&keywords=tongue+fu+-+get+along+with+anyone%2C+anytime
How satisfying it is to know this book is still positively influencing people
around the globe. I’ve welcomed this opportunity to update the content and
include examples of cyber-bullying, internet gossip and what to do when
someone’s texting at dinner.
What’s this mean for you? It’s the beginning of a new year. You have a fresh
start opportunity to do what makes you come alive.
If that is writing, then resolve to put pen to paper or fingers to keys today.
It’s time to get your experience, expertise and epiphanies out of your head and
into the world.
I promise. You will never regret writing – you will only regreat not writing
when you had the chance.
November 4, 2012
THAT’S INTRIGUING #89: WRONG BUSINESS NAME = FAILURE. RIGHT BUSINESS NAME =
FINANCIAL BOX OFFICE.
Posted by Sam Horn under advertisers, advertising, aflac, business
communication, copywriting, influence, innovation, Intrigue, intriguing,
marketing, persuasion, persuasive communications, Sales | Tags: advertising,
business communication, business names, intriguing, marketing, names, pop,
sales, sam horn, titles |
[2] Comments
Years ago, insurance giant AFLAC had a problem.
Their company name was nonsensical. No one knew what it meant.
And why would customers entrust their money to a company when they didn’t
understand their name?
So, their ad agency (brilliantly) asked themselves how they could take this
unfamiliar name and relate it to something familiar so it all-of-a-sudden made
sense?
They asked themselves, “What does an ‘AFLAC’ look like or sound like in the real
world? How can we associate it with something people already know and like?
Hmmm … well, an AFLAC kind of looks and sounds like a duck saying QUACK.
Maybe we can turn that into a lovable duck that says ‘AFLAC.’”
Voila.
They created a visual icon that turned their idea into an image people could
SEE.
Another insurance company had a similar challenge.
Government Employees Insurance Company was going “public.”
Instead of just offering policies to federal employees, it was now going to
offer policies to anyone and everyone who could afford to pay for one.
So, how did they masterfully manage their transition and make their clunky
acronym G.E.I.C.O meaningful and memorable?
Well, what do we think of when we hear the word GEICO? What comes to mind that
is close to it?
How about a cute little gecko?
Bingo.
GEICO’s cute green gecko has starred in countless commercials and become an
instantly recognizable corporate symbol to millions.
Both of these financial services firms succeeded in making their cold, confusing
names … warm and relatable.
The bottom-line?
Both AFLAC and GEICO dramatically increased their market-share and profits;
thanks to their ubiquitous “spokes-animal” ad campaigns that helped them POP!
out of their crowded industry.
So, what’s this mean for you and your business, idea or product?
Your financial success depends – to a large degree – on the “get-ability” of
your name.
When prospective customers hear or see your name for the first time; what’s
their reaction?
Do their eyebrows crunch up?
That means they don’t get it. And if they don’t get it – you won’t get their
attention, respect or money because confused people don’t say yes and they
don’t remember you or want to do business with you.
Why should they? They have no idea what you do. They can’t relate to you.
Your goal is to have a name for your business or product that makes people’s
eyebrows go UP.
That means they’re intrigued. That means they want to know more, which means
they’re more likely to remember you and want to try and buy what you’re
offering.
This Wall Street Journal article – What’s In a Name? – offers fascinating
examples and insights into the financial consequences of the RIGHT or WRONG
name.
http://online.wsj.com/article/SB10000872396390443854204578058422730170626.html
Would you have gone to see a movie entitled $3000? That was the original name of
Pretty Woman.
Would you have paid $8 to go see Anhedonia (the original name for Annie Hall)?
Check out this article to find out why some of your favorite movies might have
failed if they had stuck with boring names that bombed with focus groups.
Are you thinking, “I agree that the right name is important; I just don’t know
how to come up with one that gets people’s eyebrows up.”
Well, check out POP! Its 25 different techniques can help you create clear,
compelling names, titles and slogans that will resonate with your customers and
decision-makers.
Have your pen handy so you can do the exercises to coin just the RIGHT name that
will help your product, idea or business get noticed, remembered and bought.
July 10, 2012
FREE INVITE TO OPEN DOORS – CLOSE DEALS TELESEMINAR
Posted by Sam Horn under marketing
[2] Comments
Hello subscribers and readers!
I will be speaking at the California Women’s Conference this September and am
very excited for the opportunity to share the stage with some of the most
brilliant minds around. In the meantime, I would like to invite you to a
pre-conference teleseminar that I have been selected to participate in.
I will be the featured expert on one of the twelve pre-conference global
training seminars and will demonstrate how you can immediately stand out to open
more doors, close more deals, and scale your success!
>> Here are the event details:
http://successshowcase.com/media/samhorn-cwc1
———————————————————————————————————
Event: [Live Global Teleseminar & Webcast]
Expert Showcase: Featuring Sam Horn
Topic: How To Open More Doors, Close More Deals, and Make More Money
* Learn how to lead into a conversation and be memorable
* Learn how to apply the E.Y.E.B.R.O.W. technique to test any communication
* The 5W method to keep people’s attention
>>REGISTER NOW. It’s FREE!
>> BONUS: There will be a chance to win some amazing giveaways and gifts just
for being a part of the live events!
(It pays to show up.)
We hope you’ll join us!
Best,
Sam
P.S. Be sure to leave your comments and questions for me during the live
teleseminar and webcast events. I value your feedback.
http://successshowcase.com/media/samhorn-cwc1
July 8, 2012
THAT’S INTRIGUING #87: WRITE IN THE FLUSH OF THE MOMENT TO FREE UP FLOW
Posted by Sam Horn under marketing, writers block | Tags: authors, books,
concentration, feel the flow, flow, focus, follow the flow, free up the flow,
intrigue, Paulo Coelho, sam horn, that's intriguing, writers, writers block,
writing, writing in the flow |
[2] Comments
“You can become blind by seeing each day as a similar one. Each day is a
different one, each day brings a miracle of its own. It’s just a matter of
paying attention to this miracle.” – Paulo Coelho
In the beginning, clients often tell me they think writing is hard work.
I tell them, “Not if you write when you’re flush with ideas.”
Do you know how flush is defined?
“A rushing or overspreading flow.
A sudden rise of emotion or excitement.
Glowing freshness or vigor.”
Wow. What writer wouldn’t want that?
Writing is only a chore or a bore when you over-think it.
From now on, don’t write when you’re grinding; write when you’re glowing.
Writing is joyous when you’ve just observed or experienced something different,
something intense – and you’re simply transferring the aha’s running through
your mind onto paper.
The thing is, many of us are busy so we set aside a time to write. We sit down
at the appointed hour and expect flow to show up, on command.
Flow doesn’t like to take orders.
It has a mind of its own.
It happens IN THE MOMENT.
It happens when we’re one with something that just happened and the miracle of
it is filling our mind, soul and spirit.
That’s when we need to sit down and write.
When those exquisite moments happen, we need to GO WITH THAT FLOW or it
disappears.
Next time, you see something, feel something, understand something as if for the
first time … and your mind starts racing with epiphanies … honor them.
Sit down (even though you have ‘other things to do) and get those thoughts out
of your head and onto the screen or notepad … as fast as you can.
Without editing or critiquing.
Let what wants to be said come out in a vigorous rush … because what’s coming
out is alive.
It may not be grammatically perfect … but it will have a voice, a passion, a
pithy purity that only results when we’re swept up in what wants to be said.
When we do that, when we get out of the way and facilitate what wants to be said
along its way, we collaborate with the muse.
It may sound grandiose, but writing those thoughts down in the moment is a way
to render them immortal.
When we are in that pure state of flow, we are simply the conduit for whatever
insights are blossoming within us.
We are merely the messenger and our role is to get those thoughts out of our
head (where they serve only us) and into the world (where they have the
opportunity to serve many).
You know you’re getting this “right,” when you look at what you’ve written and
it’s better than you know how.
So, if you want writing to be a blessing instead of a burden; if you want to be
at your intriguing best, write in the FLUSH of the moment to free up FLOW.
They don’t call them fleeting thoughts for nothing.
Next time you experience something that gets your juices flowing, get going.
Actually, sit down and let what wants to be said …. get said.
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