Sam Horn - POP!: Stand Out in Any Crowd

PRAISE FOR

POP!

One third of the way through this book, youl be begging to hire Sam Horn as your consultant. Halfway through, youl realize shes teaching you enough to do it yourself. Words matter, every one of them, and this book wil revolutionize the way you use them.

Seth Godin, author of Small Is the New Big

Lively, fun, and an inspiring guide to getting heard, getting remembered, and getting results.

Ken Blanchard, coauthor of The One Minute Managerand The Secret

Sam Horn is the mom of POP! Her book is dangerous. It is filed with practical methods for making your message outstanding and unforgettable.

Michael J. Gelb, author of How to Think Like Leonardo DaVinciand Discover Your Genius

Sam Horns techniques for coining memorable names and slogans are popping-fresh engaging, easy to apply, and joly good fun.

Richard Lederer, author of Word Wizardand cohost of National Public Radios A Way with Words

Do you want an interesting elevator intro that motivates people to want to know more about you and your business? Buy this book. It wil teach you how to intrigue people in the first sixty seconds of meeting them.

Rick Frishman, President of Planned Television Arts, coauthor of Networking Magic

One of the keys to attracting media coverage is to have intriguing, memorable sound bites that grab the attention of broadcast reporters and producers.

This book is fil ed with specific, innovative ways you can craft pitches that do just that.

Jacqueline Deval, author of Publicize Your Book!

POP! is ful of ways to come up with creative names and marketing slogans that help your products capture peoples interest. Every entrepreneur and inventor needs this.

Todd Walker and Jean Golden, creators and hosts of the Million Dollar Idea show

If you want to know how to compose brands and marketing messages that stop people in their tracks, do yourself a favor and buy this innovative book.

Marilynn Mobley, Senior Vice President, Edelman

POP! shows how to create those al-important sticky names, slogans, and brands that stay in your customers minds.

Dewitt Jones, coauthor of The Nature of Leadership

If youre ready to POP! out of any and every crowd and be remembered, let my friend Sam Horn show you how.

Mark Victor Hansen, cocreator of the #1 New York Timesbestselling series Chicken Soup for the Soul

PRAISE FOR TONGUE FU!

This is a terrific book.

Tony Robbins

Everyone should read it.

John Gray

PRAISE FOR TAKE THE BULLY BY THE HORNS

The perfect guide on how to avoid negative confrontations and face those who intimidate and manipulate youwithout sacrificing your integrity.

Dave Pelzer, author of A Child Called It

PRAISE FOR CONZENTRATE

Fascinating, thought-provoking, and motivating.

Stephen R. Covey, author of The 7 Habits of Highly Effective People

For more comments about Sam Horns books, visit www.SamHorn.com

POP!

STAND OUT IN ANY CROWD

Sam Horn

A PERIGEE BOOK

A PERIGEE BOOK

Published by the Penguin Group

Penguin Group (USA) Inc. 375 Hudson Street, New York, New York 10014, USA

Penguin Group (Canada), 90 Eglinton Avenue East, Suite 700, Toronto, Ontario M4P 2Y3, Canada (a division of Pearson Penguin Canada Inc.) Penguin Books Ltd., 80 Strand, London WC2R 0RL, England

Penguin Group Ireland, 25 St. Stephens Green, Dublin 2, Ireland (a division of Penguin Books Ltd.) Penguin Group (Australia), 250 Camberwel Road, Camberwel , Victoria 3124, Australia (a division of Pearson Australia Group Pty. Ltd.) Penguin Books India Pvt. Ltd., 11 Community Centre, Panchsheel Park, New Delhi110 017, India Penguin Group (NZ), Cnr. Airborne and Rosedale Roads, Albany, Auckland 1310, New Zealand (a division of Pearson New Zealand Ltd.) Penguin Books (South Africa) (Pty.) Ltd., 24 Sturdee Avenue, Rosebank, Johannesburg 2196, South Africa Penguin Books Ltd., Registered Offices: 80 Strand, London WC2R 0RL, England

While the author has made every effort to provide accurate telephone numbers and Internet addresses at the time of publication, neither the publisher nor the author assumes any responsibility for errors, or for changes that occur after publication. Further, the publisher does not have any control over and does not assume any responsibility for author or third-party websites or their content.

Copyright 2006 by Sam Horn.

Al rights reserved.

No part of this book may be reproduced, scanned, or distributed in any printed or electronic form without permission. Please do not participate in or encourage piracy of copyrighted materials in violation of the authors rights. Purchase only authorized editions.

PERIGEE is a registered trademark of Penguin Group (USA) Inc.

The P design is a trademark belonging to Penguin Group (USA) Inc.

Library of Congress Cataloging-in-Publication Data

Horn, Sam.

POP!: stand out in any crowd / by Sam Horn.1st ed.

p. cm.

ISBN 1-4295-0736-5

1. Communication in marketing. 2. Advertising. I. Title.

HF5415.123.H68 2006

658.8'02dc22 2006018178

Acknowledgments

To do work you love and feel that it matters; how could anything be more fun?

KATHERINE GRAHAM

My sentiments exactly. Heartfelt thanks to the folowing people for making it possible for me to do rewarding work I love with people I enjoy and respect.

Cheri Grimm, who runs my business so efficiently and who gives daily doses of wisdom, support, and much-needed perspective. You are an ongoing blessing in my life.

Tom and Andrew Horn, my sons who are constant sources of delight, pride, and new material and who have given me the adventure of motherhood.

Marian Lizzi and Laurie Liss, my editor and agent extraordinaire, who both believed in this book from the beginning. Thanks for being POP!

cheerleaders and ambassadors.

John and Shannon Tul ius, founders of the Maui Writers Conference, for kick-starting my writing career, and for our years of friendship and annual Labor Day Weekend fun.

Judy Gray, Victoria Stein, Mariah Burton Nelson, Marilynn Mobley, Rebecca Morgan, Kay Cannon, Robin Polangin, Sue Dyer, Teri Belf, Val Cade Lee, Chris Clarke-Epstein; mastermind sisters, walking buddies, insightful editors, and trusted friends who make every day something to look forward to.

And to al the POP! Star consulting clients and program participants for sharing your success stories. Thanks for the joyful opportunity to work with you to get your projects out of your head and into the world where theyre making a positive difference for others and a prosperous living for you.

Contents

Acknowledgments

ONE: What Is POP!?

1. The Goal Is to Break Out, Not Blend In

TWO: Be PURPOSEFUL

2. Address and Answer the Ws

THREE: Be ORIGINAL

3. Alphabetize Your Core Words

4. Capture Conversational Catchphrases

5. Create Tell n Sell Introductions with the Valley Girl Technique

6. Increase Likability with Laugh Lines