Sam Horn - POP!: Create the Perfect Pitch, Title, and Tagline for Anything

One-third of the way through this book, youll be begging to hire Sam Horn as your consultant. Halfway through, youll realize shes teaching you enough to do it yourself. Words matter, every one of them, and this book will 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 Manager and The Secret

Sam Horn is the mom of POP! Her book is dangerous. It is filled with practical methods for making your message outstanding and unforgettable. Michael J. Gelb, author of How to Think Like Leonardo DaVinci and Discover Your Genius

Sam Horns techniques for coining memorable names and slogans are popping-fresh engaging, easy to apply, and jolly good fun. Richard Lederer, author of Word Wizard and 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 will 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 filled with specific, innovative ways you can craft pitches that do just that. Jacqueline Deval, author of Publicize Your Book!

POP! is full 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 of Edelman

POP! shows how to create those all-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 #| New York Times bestselling 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

CREATE THE PERFECT PITCH,
TITLE, AND TAGLINE FOR
ANYTHING

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 Camberwell Road, Camberwell, 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), 67 Apollo Drive, Rosedale, North Shore 0632, 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

Cover design by Ben Gibson

Text design by Stephanie Huntwork

All 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.

PRINTING HISTORY

Perigee hardcover edition / September 2006

Perigee trade paperback edition / February 2009

ISBN: 978-1-101-19120-0

The Library of Congress has cataloged the Perigree hardcover edition as follows:

Horn, Sam.

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

p. cm.

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

HF5415.123.H68 2006

658.802dc22 2006018178

PRINTED IN THE UNITED STATES OF AMERICA

10 9 8 7 6 5 4 3 2 1

Most Perigee Books are available at special quantity discounts for bulk purchases for sales promotions, premiums, fund-raising or educational use. Special books, or book excerpts, can also be created to fit specific needs. For details, write: Special Markets, Penguin Group (USA) Inc., 375 Hudson Street, New York, New York 10014.

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

K ATHERINE G RAHAM

M y sentiments exactly. Heartfelt thanks to the following 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 Tullius, 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, Jill Anderson, Mariah Burton Nelson, Marilynn Mobley, Rebecca Morgan, Kay Cannon, Neighbur Bert, walking buddies, insightful editors, and trusted colleagues who make every day something to look forward to.

And to all 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.