Hook, Spin, Buzz: How to Command, Attention, Change Minds and Influence People

Business communication has revved up to a blistering pace. And although you have more ways than ever to persuade othersmeeting, phoning, writing, e-mailing, voice-mailing, and faxingyou have less time than ever to make your point. That's why the only way to work competitively in today's information glut is to create and deliver messages that have hook, spin, and buzz.
The Hook. Your idea won't get through the avalanche of messages unless you build an irresistible appeal. You need to judge your audience - whether it's a roomful of people or just your boss - and discover exactly what will reel them in.
The Spin. It's not just what you say - it's how you say it. In a world of rushed decisions, you need to control not only your message but the criteria by which your message will be evaluated.
The Buzz. What's the word on the street? That's the buzzthe intense hum of communication all around us. To get your ideas acted upon, you need to know what the buzz is at your organization and how to frame your message so it can flow into the network.

According to Soden (Looking Good on Paper) anyone can become a more powerful communicator by using his three-pronged approach consisting of the "hook" which attracts an audience; the "spin" which presents the speaker's take on an idea; and the "buzz," which inspires listeners to action. Every step isn't necessary each time: e.g. a hook will suffice as a message to get someone to call back. Some of the pointers may seem obvious but are still worthwhile, as when Soden cautions against starting a conversation with a broad statement. Be specific, he says. "Don't say, 'I've got a plan to improve profits,' if you can say, 'I've found a new material that will increase profits on our wingnuts by 28 percent.'" Soden walks the reader through this technique in one-to-one conversations with office colleagues, presentations to larger groups, dealings with clients and other situations. This is a friendly, non-threatening book, illustrated throughout by the author's own experience. Although Soden offers tips on mastering his technique in verbal and written exchanges, more developed examples of both effective and less successful conversations would have made this practical guide even more useful. Still, it should help readers who struggle with effective office presentations.
Copyright 1995 Reed Business Information, Inc.