Want People to Listen? Never TELL Them What You’re Going to Tell Them

“People don’t want information; they want epiphanies.” – Sam Horn people don't want info want epiphanies

Have you been taught to open communications by “telling people what you’re going to tell them, telling them and then telling them what you told them?” That’s badvice. In today’s world of short attention spans (goldfish have longer attention spans than we do!) telling people what we’re going to tell them makes us a bore, snore or chore.

I was working with a client on her TEDx talk and she was telling me about the information she wanted to get across. I told her that TED talks are NOT about dispensing information; they’re about facilitating epiphanies. What is the SHIFT people are going to make as a result of her presentation? What will they be motivated to change or do differently as a result of her insights?

How about you? Where will you be giving a presentation, making a request, proposing an idea or teaching someone this week?

Want a better way to motivate people to listen? Want to facilitate epiphanies and motivate people to do something differently instead of simply deliver information?

Imagine you’ve been asked to speak to college grads about how to land a job. You could start with a laundry list of your credentials; however, they probably read your bio in the program brochure, so that’s a waste of their time.

You could jump right into your how-to instructions on how to craft better resumes and job applications, but that doesn’t engage an audience because it’s still a one-way lecture, and chances are they’ve heard or read those tips before.

A better way to EARN people’s favorable attention is to create a DIALOGUE by introducing something startlingly relevant … in the first 60 seconds. The goal is to get everyone’s eyebrows up by asking if they’re aware of these surprising insights about the issue you’re addressing. The goal is for them to be thinking, “Really?! I had no idea it was that bad, that much, that little. For example:

Did you know that:

* of the 3.6 million job openings last year, 80 % were never advertised?

* 118 people (on average) apply for any given job yet only 20% get interviews?

* 53.6% of bachelor degree holders under 25 are jobless or under-employed?

Imagine if you could:

* Find out about quality jobs that are never advertised?

* Increase the likelihood of getting a job interview this week?

* Discover 7 unique yet proven ways to stand out from the crowd and give yourself a competitive edge in today’s crowded job market?

You don’t have to imagine it. You’ll discover how to do all the above in our time together, and you’ll hear true success stories of grads just like you who had almost given up but instead landed their dream job as a result of using these techniques.

Isn’t that more interesting and engaging than simply giving people an overview of what you’re going to cover?

What’s a situation you’ve got coming up where you’ll be teaching someone, proposing something, or giving a report? You could start out with a predictable opening and lose them at hello – or you could pleasantly surprise them by starting with something that gets their eyebrows up (a sure sign of curiosity). Here’s how you can do the latter.

Sam Horn’s Three Steps to Crafting a 60 Second Opening that Has People at Hello

1. Open with 3 questions that introduce startling statistics or facts your listeners don’t know – but would like to know – about the:

* Scope of the problem you’re solving.

* Urgency of the issue you’re addressing.

* Dramatic shift in the trend or topic you’re discussing.

Are you thinking, “Where do I find these startling statistics or surprising facts?

You GTS – GOOGLE THAT STUFF. Just enter the following questions into your favorite search engine:

* What are shocking statistics about ____________ (your subject?)

* What are changing trends in ________ (your industry or profession?)

* What is recent research about _____ (the problem you’re solving?)

* What is startling news about _____ (the issue you’re addressing?)

Up will come insights and studies even YOU didn’t know about. And if you’re an expert, and this info gets your eyebrows up (a sure sign of curiosity) it’s likely to get your audience’s eyebrows up too.

2. Use the word IMAGINE linked with 3 aspects/benefits of your program that everyone in your audience would find appealing.

* The word IMAGINE causes people to picture your point and see what you’re saying. They’re now fully engaged instead of thinking about what they’re going to have for lunch.

* By verbally painting the ideal scenario your program delvers; everyone is on the edge of their mental seat eager to hear more because they’re thinking, “Sounds good. Who wouldn’t want that?!”

3. Say, “You don’t have to imagine it…” and then offer real-world evidence showing how your program has already produced tangible results so audience members know this isn’t “too good to be true;” they can trust it (and you) because it has a successful track record and has helped people just like them get the results they want.

Best yet, all the above can be condensed into a succinct 60 second opening.

While other presenters are still telling their audience what they’re going to tell them (aka blah-blah-blah INFObesity) – you’ve already set up a two-way dialogue by asking and engaging instead of telling and selling. You’re earned everyone’s favorable attention because you’ve facilitating epiphanies vs. delivering information. Everyone in the room is smarter than they were a moment before … which means they’ll want to keep listening because you just proved you’ll be worth their valuable time, mind and dime.

Want more ways to craft intros that have people at hello? Watch this TEDx talk which both models and teaches my 60 second approach to openings. You also might want to check out this related article which shows why NEVER to give an elevator speech.

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Sam Horn is on a mission to help people create more compelling, collaborative communications that add value for all involved. Her TEDx talk and books – including POP!, Tongue Fu!, IDEApreneur and Washington Post bestseller Got Your Attention? – have been featured in New York Times, Forbes, INC and Fast Company and presented to NASA, Accenture, ASAE and National Geographic. Want Sam to present at your next convention? Contact Cheri@IntrigueAggency.com

POP! Out of Your Crowd by Being One-of-a-Kind

FlowerSam“You gotta be original.  If you’re not, what do they need you for?” – actress Bernadette Peters.

Do you think everything’s been said and done?

Do you think there’s nothing new under the sun?

Au contraire.

There ARE original ideas, first-of-their-kind brands and businesses, and individuals who stand out from their crowd.

In fact, your success depends on your ability to say, do and offer something people haven’t heard or seen before, something that motivates them to say “Tell me more.”

Are you thinking, “Easier said than done?”

Agreed. That’s why I introduce step-by-step processes in my POP! and Got Your Attention? books that show you EXACTLY HOW to create new ideas, original approaches, and innovative messages that give you a competitive edge.

Think about it. Whatever you do, you’re probably one-of-many. One of many consultants.  One of many companies.  One of many job-seekers.

You don’t want to be one-of-a-many. You want to be one-of-a-kind.

When you’re one-of-a-kind, you have no competition

Are you thinking, “Okay Sam, I agree with this, but how can I create an original approach or innovative brand name?”

Here’s just one of the replicable POP! processes you can use to create something that’s new, something that helps you break out instead of blend in. It’s called the Half and Half Technique.

Here’s an example of someone who coined a Half and Half Brand Name and then I’ll show how you can do it too.

Dr. Francine Kaufman was concerned about the numbers of children coming into L.A.’s Children’s Hospital with Type 2 Diabetes.

She said, “A decade ago, this would have been so rare, it would have been written up in a medical journal. Now, such children fill my medical clinic.”

She wanted to do something about this, yet there were many doctors and nutritionists addressing this issue. She would have blended in.

And when you care about something and want other people to care about it too; you don’t want to blend in, you want to break out.

So, what did Dr. Francine Kaufman do? She coined a Half-and-Half word by combining the words diabetes and obesity into … DIABESITY.

Boom. Not only did her original word get attention for this important issue – it helped her become the go-to-media resource, author and expert on this topic. She scaled her influence and income by coming up with an innovative name.

A fast food restaurant that specializes in hot dogs and beer came up with a fantastic Half and Half Name… Frank ‘n Stein.   An Italian-Chinese restaurant calls itself Ciao Mein. An Indian-Hawaiian café’ named itself Taj Mahalo.

My son Tom loved a class at Virginia Tech where Professor Cole introduced students to the joys of Wagner, Verdi and Puccini. He called it Operatunity.

You may be thinking, “Okay, those are clever names. Big whoop. But I don’t want to be ‘cutesy.’ How can this help grow my business bottom line?”

Good question. Here’s the backstory of how an entire industry was transformed because a shop owner came up with a new, original way to “do business.”

About a decade ago, the scuba industry had a serious problem.  Fewer and fewer people were going scuba diving. Many dive shop operators were on the verge of bankruptcy.  So, how did they solve this problem?

Well, let’s use the 6 P’s of Disruption (featured in Got Your Attention?) to show how to attract new customers and generate new revenue with a fresh approach and positioning that gives you a competitive edge, all at the same time.

P – Purpose: What was the Purpose of these scuba operators? They wanted to get new customers and more customers so they wouldn’t go bankrupt.

P – Person: Who is the person who has the power to buy or try what you’re offering? Here’s where it gets interesting. 20 years ago, who made the decision about how families  spent their time in Hawaii? Probably Mom or Dad. Ten years ago, it changed.

Guess who now makes the decision about how families spend their time in Hawaii? THE KIDS. Uh-oh. Kids can’t go scuba diving. No wonder the industry was struggling. The person who had the power to try and buy what they were selling … couldn’t.

P – Problem: Okay, put yourself in the mental shoes of the person who has the power to buy what you’ve got. Let’s call this person Andy. Ask Andy, “What Problems do you have with my product or service?”  Andy would answer, “Well, I can’t go scuba diving because I can’t afford it. And I can’t get certified. And I’m scared to go down 100 feet. What if I drown? What if I can’t equalize my ears? And I can’t carry those heavy oxygen tanks on my back.”

All those problems are barriers to entry. And the more barriers to entry your business has, the more likely it is to go bankrupt.

P – Premise: Your Premise is, “Why does it have to be that way? What if there was a better way, safer way, less expensive way, more appealing way,  easier, less risky way? What if I could make those problems go away?”

P – Process/Approach: In answering those questions, you often come up with an original Process/Approach (or program/product) that  eliminates the problems that were keeping people from trying and buying what you’re offering.

For example, Andy might say, “What if I didn’t have to carry those heavy oxygen tanks on my back? What if I could just leave them on the boat? Then, you could just run a long air hose from the oxygen tank to my snorkel mask. And then I wouldn’t have to go down 100 feet. I wouldn’t have to worry about drowning or equalizing my ears. I could go down ten feet and have fun swimming with the humuhumunukunukuapaaa’. Plus, I wouldn’t have to get certified. So I could afford it. And my whole family could go.  This would be a whole  NEW way to enjoy the ocean without all the problems of scuba. I would happily do it then.”

P – Pop:   If you want your new entity to break out vs. blend in out, you’ll want to give it a new name.  Use my Half and Half Technique to create an intriguing word that will drive media attention, buzz and new customers.

Let’s see, it’s half scuba, half snorkel. Take the first syllable of the first word and blend it with the second syllable of the second word and you get … SNUBA.

Tah dah. An original word and a new multi-million dollar industry that saved many mom and pop operators from bankruptcy and revitalized their business.

Want more examples of how to create new brand names,  first-of-its-kind products, programs and services, and a unique positioning/messaging that help you break out instead of blend in?

Check out these posts that feature additional ways to EARN your decision-makers’ favorable attention. 

Confused People Don’t Say Yes

Can We Really Win People’s Attention in 60 Seconds?

Want Sam to share her intriguing, inspiring and innovative insights with your group? Discover why her presentations receive raves from such clients as National Geographic, Intel, NASA and Capital One.  Contact Cheri@IntrigueAgency.com to share your group’s priorities so Sam can customize a program for your event; or to arrange to consult one-on-one with Sam on your project.