PERREAULT Magazine AUG | SEP - Page 90

Perreault Magazine - 90 -

What to say when you don't know what to say--how to use silence to your advantage, and how to be pleasantly unpleasant.

SK: What prompted you to write your latest book, Got Your Attention?: How to Create Intrigue and Connect with Anyone?

SH: I was helping to run the Maui Writers Conference (MWC) for 17 years. We did something unprecedented. What Cannes is to the film industry, MWC is to the publishing industry. We gave authors opportunities to pitch in and meet decision makers, top publishers, and top literary agents face-to-face. The first question in the pitch session was usually along the lines of, "What's your book about?" Many of the participants wasted their ten-minute-golden opportunity desperately trying to describe their book. By then, it was too late.

Hard work is important. Talent is important but knowing how to connect is equally important. See, we make up our mind in the first 60 seconds. I told my lunch partner, "Your goal is to create a 60-second book hook." Do people understand what your book is about? Are they intrigued by what you just said? Do they want to know more? Can they repeat what you just said? (If they can't repeat, you'll be "out of sight, out of mind.")

SK: What is "Infobesity"?

What's the story?

SH: Ah! In an impatient world of infobesity, people don't want more information -- they want to be intrigued. After all, a goldfish has a longer attention span than humans--nine seconds to our eight. The bottom line? Why are you worth my valuable time, mind, and dime? The Intrigue Process teaches how to replace boring, one-way communications with concise, compelling, and mutually

meaningful and rewarding two-way interactions that add value for all involved.

SK: How does one get people's attention in 60 seconds?

SH: Say something in the first 30 seconds that gets people's eyebrows up, a series of "Did you know?" questions. How about starting your sentence with the word 'imagine?' "Did you know that of the 3.6 million job openings in 2012, 80 percent were never advertised?" OR "In the United States in 2013, 53.6 percent of Bachelor degree holders under the age of twenty-five were unemployed? Imagine if you could:

• Find out about quality jobs never advertised?

• Dramatically increase your chances of getting an interview this week?

• Learn eight new ways to stand out in today's super competitive job market?

SK: What is the landscape for women entrepreneurs in the US?

SH: Now is a better time than ever for women entrepreneurs in the U.S. Whether it's Springboard, ASTIA, NAWBO, Invent Your Future, Watermark, Ingrid's Empowering A Billion Women by 2020, there are dozens of organizations designed to support women with education, connections and funding. What I love is that these groups provide a "rising tide raises all boats" environment where women elevate each other. It's a win for all involved."

SK: What is your greatest wish?

SH: My greatest wish for the world is to have the light on in our eyes and do what we love and make it matter most. I’m looking forward to connecting with your readers. Please visit my website at www.SamHorn.com.