sales and marketing


“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.

“Remember, you’re more interested in what you have to say than anyone else is.” – Andy Rooney

Hmmm …

Well, if Andy was right, we better take responsibility for making ourselves more interesting so people want to hear what we have to say.

I host a monthly That’s Intriguing Interview Series that features guest experts from around the world (i.e., Betsy Myers who was COO of Obama’s grassroots presidential campaign and Michael Gelb, International Brain of the Year and author of How to Think Like Leonardo da Vinci).

People often tell me our tele-seminars are the ONLY ones they listen to from start to finish.

Several clients asked me to “share my secret;” so here’s the document we send our guest experts to prep them to be so intriguing … listeners are on the edge of their seats, eager to hear what’s next.

You’re welcome to use these guidelines when you are the one being interviewed or when you’re the one hosting the intervivew/panel.

These suggestions help everyone hold themselves accountable for sharing real-life insights and examples that get people’s eyebrows up and motivate them to want to hear more.

Hello ­­­­­­­­­­­­­______________________:

Thanks for agreeing to be a guest expert for our That’s Intriguing Interview Series on _________, 2012.

We are looking forward to you sharing your back-story and best-practice tips with our audience.

We feel a real obligation to live up to our name – so here are some guidelines that can help us produce an engaging, insightful, productive interview that adds value for all involved.

1. Our tele-seminar starts promptly at 8 pm ET (5 pm West Coast Time).

5 minutes before our call … at 7:55 pm ET …please call our bridge line _____. Then enter our code ____.

2. We put everyone on the call (except YOU) on mute and don’t take questions during the call so background noise doesn’t undermine the quality of our recording.

We do invite people to submit questions in advance. I may give a shout out to several people on the call to add variety to our interview. For example, “Lisa from St. Louis has asked . . .”

3. Our goal is to make this interview as unpredictable as possible. Some guidelines to help make that happen are:

* Please keep answers short – 2 minutes or less.

If you have a long explanationto give, it’s better to break it up with a question back to me, such as,”There’s more to that story. Do you want to hear it, or is it time for us to move on?”

* Give a real-life example to illustrate each point which makes information infinitely more intriguing.

When making a point, you might want to use the 2 magic words, “For example …” and then verbally re-live the scene where this happened to SHOW us what you mean so we’re seeing what you’re saying.

* Humor is always wonderful and welcome.

If you have amusing, laugh-out-loud anecdotes or quotes to share that are “on topic,” by all means, share them. As you know, relevant humor makes this more fun and enjoyable for everyone involved.

* Victor Hugo said,”The secret to being a bore is to tell everything.”

Please cherry-pick the MOST surprising or startling things that have happened along the way. We don’t need soup-to-nuts explanations of all your lessons-learned. It’s far more interesting for you to focus on the ONE INSIGHT that was most pivotal, most transformative so we can hear a “best of the best” of your expertise or experience.

* This is not about self-promotion.

In the last 5 minutes, we focus on an exciting project you’ve got coming up you’d like listeners to know about. This could be a new book, public event, coaching series, conference, startup, product launch, etc.

You are welcome to describe this and give your website, blog or social media contacts so listeners can find more information, register, buy a product or service, support your cause, hire you, etc.

4. You are welcome to send questions in advance you’d like to be asked. WE love receiving questions that helps us showcase your work or this topic in a way that does it justice and reveals behind-the-scenes, recent, “wouldn’t have known that” insights.

5. I normally ask questions in a chronological sequence – starting with your early career and taking listeners through the evolutionary unfolding of your work – the epiphanies you’ve had along the way and the insights you’d like to pass along.

Remember what Elmore Leonard said when asked why his books are bestsellers, “I try to leave out the parts people skip.”

Ask yourself, “Is this obvious? A cliche or common sense? Do people already know it?” If so, SKIP IT.

6. Our audience is usually an eclectic mix of executives, entrepreneurs, speakers, authors, non-profit leaders, consultants and creative professionals from around the country. We may have up to 100 people on the LIVE call; hundreds or thousands may listen to the recording in the years ahead.

7. We market your interview to our database of 15,000+ through our newsletter, on our website calendar and to our extensive online network via Twitter, LinkedIn and Facebook.

You are welcome to promote this to your tribe and invite people who would enjoy and benefit from your expertise and experiences. You are welcome to get the description of your program and registration links from our website calendar at http://www.samhorn.com/speaking/calendar/index.html

8. We will record the interview -and send you the MP3 within 3 days of the tele-seminar.

As part of our agreement, you are welcome to use that however you’d like – whether that’s selling it as a CD or MP3, excerpting it in podcasts on your website, or using as an audio demo for media.

We are so glad you carved time out of your busy schedule to be on our That’s Intriguing Interview Series.

We look forward to a win-win, rock and roll interview that showcases your contributions and delivers real-life recommendations people can use immediately. We know everyone will appreciate your fascinating examples of how you’ve built a SerenDestiny career where the light is on in your eyes and you’re doing meaningful legacy work that is serving all involved.

These guidelines on “How to Give a Great Interview” are from Sam Horn, author of POP! and the upcoming Eyebrow Test and SerenDestiny. The founder of The Intrigue Agency, Sam and her team celebrate intriguing ideas, individuals, events and organizations … and help clients create more compelling communications.  Her work has been featured on NPR, MSNBC, BusinessWeek.com, New York Times. www.IntriguingAgency.com