Chapter 2
Grab Attention—People Are Drawn to These Five Things

Costumes and scenery alone will not attract audiences.

—ANNA HELD

EVERY DAY we have millions of things competing for our attention. We don’t have the time and mental energy to evaluate every person, e-mail, phone call, and opportunity that comes our way. Perhaps you can relate to this anecdote from one of my clients:

Last week I made dozens of phone calls and sent just as many e-mails. I need to expand my network and create new business opportunities, but I hate feeling like a pest, a telemarketer, or a spammer. I can’t blame people for not getting back to me—I don’t know if I would if I were in their position. We all have so much to do and are skeptical that someone wants something from us and will create even more for us to do. So, how can I get attention and make a positive first impression so that people will actually listen?

Getting your foot in the door can be the most challenging part of building business relationships. The key is to instantly capture someone’s attention.