That’s Intriguing #91: Winning Super Bowl Ads: Who Says You Can’t Say Anything in 60 Seconds?

“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.

 

That’s Intriguing #46: How to Have Your Audience at Hello

One of the best conferences I’ve ever attended was BIF-6, held in Providence, RI and hosted by Saul Kaplan of the Business Innovation Factory.

Saul Kaplan of the Business Innovation Factory.

Saul and his team collect an eclectic mix of pioneering thought leaders ranging from Tony Hsieh of Zappos to Alan Webber, co-founder of Fast Company, Jason Fried of Rework and Keith Yamashita, who believes many of us “fritter away our greatness.”

Each presented a TED-like 18 minute presentation introducing their latest invention or insight.

I was on the edge of my seat the entire two days.

There was a recurring, underlying theme to each presentation. These visionaries had either:

A) seen something wrong and thought, “Someone should DO something about this. After being bothered about it for awhile, they finally concluded, “I’m as much a someone as anyone. I’LL do something about this.”

B) witnessed something that wasn’t what it could be. They thought, “It doesn’t have to be that way. There’s got to be a better way. An easier, greener, more satisfying, profitable way. And I’m going to come up with that way.”

I’ll be featuring some of their intriguing stories in upcoming blogs.

For now, I want to share the opening of the individual who did the best job at winning buy-in the first 60 seconds.

Are you wondering, “Was this someone who’s given hundreds of presentations, who’s done lots of media?”

Nope. The person who had us at hello was a surprise.

She walked to the center of the stage, centered herself (literally and figuratively) and stood tall and confident until everyone in the room gave her their undivided attention.

Then, flashing a playful grin, she said, “I know what you’re thinking.”

Long pause.

“What can a 7th grader possibly teach me about innovation?!”

Big smile.

“Well, we 7th graders know a thing or two. Like,” and here she spoofed herself, “how to flip our hair.” At this point, she tossed her long hair over her shoulder.

The crowd laughed, (with her, not at her). Everyone was instantly engaged and impressed with this young woman’s moxie and presence.

“We also know we have the power to make things better if we put our minds to it. For example . . . ” and she was off and running.

12 year old Cassandra Lin had us at hello.

12 year old Cassandra Lin had us at hello.

The Cliff Notes version of her story is that she and her class discovered the clogged sewer pipes in their city were the verge of causing a disaster because so many restaurants and industrial companies were pouring their F.O.G (Fat, Oil, Grease) down the closest drain.

After doing some resarch, she and her classmates started T.G.I.F – Turn Grease into Fuel – an award-winning recycling effort that generates money for needy families.

You can find out more about her brilliant social entrepreneurialism in the BIF-6 Summit Book and also find out how to register for this year’s BIF-7 summit.
Why did Cassandra have us in the palm of her hand in 60 seconds?

She anticipated what her audience might be thinking – and said it first.

She anticipated these successful executives and entrepreneurs might be a bit skeptical that a 12 year old could have anything valuable to contribute – so she addressed it and neutralized it up front.

She established instant credibility and earned the respect of everyone in the room.

How about you? Are you giving a presentation in the near future? Who are your decision-makers? Will they have their mental arms crossed?

If so, SAY WHAT THEY’RE THINKING.

If you don’t voice what’s on their mind, they won’t be listening. They’ll be resisting everything you say.

For example, if they’re thinking, “I can’t believe you’re asking for money. We don’t have any left in our budget” . . . then guess what your first words better be?

That’s right. “You may be thinking I’m crazy coming in here and asking for money because we don’t have any left in our budget . . . and if I can have your attention for the next three minutes, I can show you where we’re going to find this money and how we’re going to make it back, and more, in the first three months.”

Now you have your audience at hello . . . and now your idea has a chance.