Hook, Spin, Buzz

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.