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Grab Their Attention

In “The Player,” during a meeting of Hollywood studio executives, Mr. Levy shows the main character, Reeves, how to create a potential movie story. Levy holds out the paper saying, “Here, read the headline, any headline.”

Reeves replies, “Um…”Immigrants are protesting budget cuts to the literacy program.””

Levy: “The human spirit overcomes economic hardship. Sounds like Horatio Alger.”

and the barrio. You put Jimmy Smith in and you got a sexy Stand and Deliver. Next one?”

Hollywood producer Robert Kosberg convinced the studio to make 1993’s Pets

-wrong movie “Man’s Best Friend”. His pitch was “Jaws on Paws.”

How quickly can you get someone’s attention and interest?

Do you see spare, specific detail power in terms of speech rate and volume?

The stories we tell about each other – and the people we want to share them with

our stories are where we create meaning and friendship. How you speak brightly

about your experiences with others you make these stories more meaningful and

memorable so they can remember and repeat.

You become a central part of their lives.

Here are some ways to speak and write so that others repeat what you say – with pride and

for a. Each of them is easy to practice.

1. Be brief.

If your description is short enough, you can repeat it as an aside or

reminder throughout the call. Others are likely to remember and

repeat it. Here are some ways to be resilient:

A. Use a familiar word in a new way and you might even pick up on a trend:

Case in point: Futurist Faith Popcorm predicted five years ago that people would want this

to be at home.

B. Be attractive using one or more of the following devices:

o Alliteration: “Maximum performance” and “high tech/high touch”.

o Rhyme: “Jaws on Paws”

o Repeat: “First things first”, advice from Steve Covey.

o Pun: Tongue Fu!, the title of a book by Sam Horne.

C. Use unexpected turns of phrase: to connect with people first

meeting, I recommend “go slow to go fast.”

2. Make favorable comparisons with familiar objects

When people in your work world are mired in their own jargon, your notes can

stands out when compared to a favorite product, person or

a situation outside your profession or industry.

Case in point: the high-stakes venture capitalists at the Quist H & Q Healthcare conference

listen to 20-minute talks from CEOs of startups and public companies seeking funding

or favorable stock analyst reporters. The tension is high and the schedule is

Packed. Most presenters speak quickly using highly technical scientific and

the language of finance. A speaker from biotech company Amgen walked by

podium to center stage, pulled on one suit and shirt sleeve to reveal his

raised forearm. He opened his speech by saying, “You will feel the effects of this medicine

patch faster than it takes a Porsche to go from zero to 90.

3. Hijack a familiar slogan to use it in a new way.

After a company spends millions to make a slick slogan popular, turn it a

a new direction for your intended meaning.

Example: Redwood Hospital in Northern California used this billboard option

People’s milk slogan to ask for blood donation: “Do you have blood?”

4. Anchor your suggestion in a relevant story

To get people interested in hearing and remembering your point of view, set it up with a brief moment

anecdote.

Example. What to do if you want to suggest that people are looking for a problem

from the wrong perspective? First, consider offering this story: There’s an old joke

in Soviet Russia about a guard at a factory gate who saw a at the end of each day

a laborer going out with a wheelbarrow full of straw. Everyday he thoroughly

searched the contents of the wheelbarrow, but found nothing but straw. One

day he asked the laborer, “What do you gain by carrying home all this straw?” ”

wheelbarrows.”

5. Mix up the translation to create humor

If you are with a worldly group, offer your variation of the well-known expression a

foreign language. Change one letter and give a definition for the new one

expression.

Share these rules and your expression with your colleagues and ask them

investment. New York magazine held such a contest in 2001. Here are some of the

winning contributions:

HARLEZ-VOUS FRANCAIS: Can you drive a French motorcycle?

IDIOS AMIGOS: We are wild and crazy guys!

RESPONDEZ S’IL VOUS PLAID: Call if you’re Scottish.

POSH MORTEM: Death Styles of the Rich and Famous.

ALOHA OY: Love; greetings; farewell; you will never know from such pain.

ALL LA FRANCE: Don’t leave your castle without it.

VENI, VIDI, VELCRO: I came, I saw, I stuck around.

ZITGEIST: Clearasil doesn’t cover it completely.

6. Cover the truth in humor

So much of life is fast-paced and stressful. Consider starting the meeting with a fake

serious inspiration or warning, followed by a smile. You will find real life, Dilbert-like

examples everywhere you can keep for dry humorous use.

Here are some of my favorites collected by Accountemps in one year:

“I need a list of the specific unknowns we will face.”

(Lykes Lines Delivery)

“This project is so important that we cannot allow things that are more

important to disrupt it.”

(Advertising/Marketing Manager, United Parcel Service)

“We know communication is a problem, but the company won’t do it

discuss it with the staff.”

(Change Manager, AT&T Long Line Division)

7. Encapsulate the situation

Offer a vignette that captures the emotion

Example: At the end of 2002, Jenny Lee’s book titled: I Do will be published. I did,

Now What?: One Woman’s Reflections on Married Life as Described by an Agent

thus (after drawing our attention): “an exclamation which (almost in spite of itself) ends as a

wedding celebration.”

Financial analyst Alan Parise shared this possibly apocryphal newspaper

ad with me: “For sale. Baby shoes. Never used.”

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