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

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

Garrett Soden. Peterson's Nelnet Co, $15.95 (231pp) ISBN 978-1-56079-524-7

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. (Sept.)