Buddy, Can You Spare Me A Dime?
I was walking in mid-town Manhattan awhile back and passed by a panhandler whose sign read: CAN YOU SPARE 50 DOLLARS?
I actually stopped and exclaimed to him, "Do you really think someone is going to give you 50 dollars?" I will never forget his response. "Hey bud, you gotta start somewhere, and I got you to stop and begin a conversation."
Another lesson confirmed for me: If you're selling, presenting, or interviewing, the message is crystal clear: you gotta start somewhere, you gotta get their attention.
I’m reading a phenomenal book right now called Made To Stick by the Heath brothers. In it, they affirm that "The first problem of communication is getting people's attention." They go on to preach that "surprise gets our attention and interest keeps it." And that helps me recall quite a few personal experiences and observations that validate this.
My Father Was A Schmuck
I listened to a revered Judge give a keynote address to large audience. His last name was Schmuck (not a flattering Jewish reference). The emcee when introducing him actually slurred over his name to avoid embarrassment. The judge surprised his audience when began his talk by saying "I am flattered by all the kind words just said about me, but let me make something very clear...my Grandfather was a Schmuck, my Father was a Schmuck, and for the rest of my life I will be a Schmuck, too."
Judge Schmuck had that audience from that moment on. He had their interest...their attention.
I love Southwest Airlines "Bags Fly Free" campaign. It is simple. It gets attention. It reaffirms Southwest Airlines message that they are the low cost airline.
And then there is the TV commercial for the new minivan Enclave which has Mom and Dad in the front seat, the kids in the seat behind, the all-American family in the all-American car: cupholders, GPS, sun roof, 150 radio stations. The family is on their way to play practice. Right when you expect the commercial to talk about the price or value of the car, a previously unseen car speeds through an intersection and broadsides it. All that you as the viewer hear is screaming. All you see it buckling metal and broken glass. What follows on screen is "Didn't see that coming? No one ever does...Buckle up, Always."
There is no such car as an Enclave.
The ad was created by the Ad Council.
What is going on here is real simplicity. Get their attention, then deliver your message.
I absolutely coach my clients to this mantra
Recently a client of mine got it when the person interviewing him started the interview with the trite question, "why do you want this job?" Said Josh, "Sir, I mean no disrespect to you or your question, but I presently have a job, I am seeking a career."
Now he had this man's attention and interest.
What About Me?
And then there is Effy, the son of one of my Long Term Care insurance clients. He burst into the room just as I had explained to his parents that having Long Term Care insurance would protect their retirement assets and life style by paying, if necessary, for the extraordinary high cost of an extended nursing home stay. He implored them: "What about me! If they don't buy this, I'll be the one changing their diapers!"
That, the unexpected, surprised his folks, got their attention and interest and sealed the deal...for me, him, and his Mom and Dad.
I coach clients during career transition and getting that first "job," I coach other clients to empower them to form strong relationships in order to grow their own client base. I help other clients discover how to attract positive attention and interest to their own businesses and congregations. This is what I do.
Which Leads Me To THE BRICK
A young and successful executive was going a bit too fast down a neighborhood street in his new Jaguar. Suddenly a brick smashed into the Jag's side door. He slammed on the brakes and backed up to the spot where the brick had been thrown. The angry driver jumped out, grabbed the nearest kid and screamed, "Why did you do that? Who are you? That's a new car and that brick you threw is going to cost a lot of money. WHY!"
The young boy was hysterical, crying and apologetic. "I didn't know what else to do", he pleaded. "I threw the brick because no one would stop!"
With tears dripping down his face and chin, the youth pointed to a boy sprawled on the ground next to a wheel chair.
"That's my brother, he said. "He rolled off the curb, fell out of his wheel chair and I can't lift him up", he sobbed. He's hurt so badly and he's too heavy for me.
Moved beyond words, the driver tried in vain to swallow the lump in his throat. He lifted the handicapped boy back into his wheelchair, and dabbed at his fresh cuts and scrapes with his linen handkerchief.
"Thank you" the grateful child told the stranger.
Too shook up for words, the man simply watched the boy push his wheelchair bound brother toward their home. As he slowly walked back to his considerably damaged Jaguar, he knew he would never repair the dented side door. That dent would remain there to remind him of this message: "Don't go through life so fast that someone has to throw a brick at you to get your attention!"
I was walking in mid-town Manhattan awhile back and passed by a panhandler whose sign read: CAN YOU SPARE 50 DOLLARS?
I actually stopped and exclaimed to him, "Do you really think someone is going to give you 50 dollars?" I will never forget his response. "Hey bud, you gotta start somewhere, and I got you to stop and begin a conversation."
Another lesson confirmed for me: If you're selling, presenting, or interviewing, the message is crystal clear: you gotta start somewhere, you gotta get their attention.
I’m reading a phenomenal book right now called Made To Stick by the Heath brothers. In it, they affirm that "The first problem of communication is getting people's attention." They go on to preach that "surprise gets our attention and interest keeps it." And that helps me recall quite a few personal experiences and observations that validate this.
My Father Was A Schmuck
I listened to a revered Judge give a keynote address to large audience. His last name was Schmuck (not a flattering Jewish reference). The emcee when introducing him actually slurred over his name to avoid embarrassment. The judge surprised his audience when began his talk by saying "I am flattered by all the kind words just said about me, but let me make something very clear...my Grandfather was a Schmuck, my Father was a Schmuck, and for the rest of my life I will be a Schmuck, too."
Judge Schmuck had that audience from that moment on. He had their interest...their attention.
I love Southwest Airlines "Bags Fly Free" campaign. It is simple. It gets attention. It reaffirms Southwest Airlines message that they are the low cost airline.
And then there is the TV commercial for the new minivan Enclave which has Mom and Dad in the front seat, the kids in the seat behind, the all-American family in the all-American car: cupholders, GPS, sun roof, 150 radio stations. The family is on their way to play practice. Right when you expect the commercial to talk about the price or value of the car, a previously unseen car speeds through an intersection and broadsides it. All that you as the viewer hear is screaming. All you see it buckling metal and broken glass. What follows on screen is "Didn't see that coming? No one ever does...Buckle up, Always."
There is no such car as an Enclave.
The ad was created by the Ad Council.
What is going on here is real simplicity. Get their attention, then deliver your message.
I absolutely coach my clients to this mantra
Recently a client of mine got it when the person interviewing him started the interview with the trite question, "why do you want this job?" Said Josh, "Sir, I mean no disrespect to you or your question, but I presently have a job, I am seeking a career."
Now he had this man's attention and interest.
What About Me?
And then there is Effy, the son of one of my Long Term Care insurance clients. He burst into the room just as I had explained to his parents that having Long Term Care insurance would protect their retirement assets and life style by paying, if necessary, for the extraordinary high cost of an extended nursing home stay. He implored them: "What about me! If they don't buy this, I'll be the one changing their diapers!"
That, the unexpected, surprised his folks, got their attention and interest and sealed the deal...for me, him, and his Mom and Dad.
I coach clients during career transition and getting that first "job," I coach other clients to empower them to form strong relationships in order to grow their own client base. I help other clients discover how to attract positive attention and interest to their own businesses and congregations. This is what I do.
Which Leads Me To THE BRICK
A young and successful executive was going a bit too fast down a neighborhood street in his new Jaguar. Suddenly a brick smashed into the Jag's side door. He slammed on the brakes and backed up to the spot where the brick had been thrown. The angry driver jumped out, grabbed the nearest kid and screamed, "Why did you do that? Who are you? That's a new car and that brick you threw is going to cost a lot of money. WHY!"
The young boy was hysterical, crying and apologetic. "I didn't know what else to do", he pleaded. "I threw the brick because no one would stop!"
With tears dripping down his face and chin, the youth pointed to a boy sprawled on the ground next to a wheel chair.
"That's my brother, he said. "He rolled off the curb, fell out of his wheel chair and I can't lift him up", he sobbed. He's hurt so badly and he's too heavy for me.
Moved beyond words, the driver tried in vain to swallow the lump in his throat. He lifted the handicapped boy back into his wheelchair, and dabbed at his fresh cuts and scrapes with his linen handkerchief.
"Thank you" the grateful child told the stranger.
Too shook up for words, the man simply watched the boy push his wheelchair bound brother toward their home. As he slowly walked back to his considerably damaged Jaguar, he knew he would never repair the dented side door. That dent would remain there to remind him of this message: "Don't go through life so fast that someone has to throw a brick at you to get your attention!"
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