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You've Got 8 Seconds by Paul Hellman

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|CHAPTER 2|

The Fast-Focus Method™

“I try to leave out the parts that readers tend to skip.”

—ELMORE LEONARD, novelist and screenwriter

Be the Audience: Answer Their Three Questions

Most messages, spoken or written, are designed from the speaker’s point of view. That’s upside down. Imagine you’re the audience. What would capture your attention?

Sometimes, I ask audiences what they’re really thinking about. They say:

I’m thinking about my To Do list, and all the things I’m not doing, because I’m sitting here, half-listening to you.

Gluten. Why is everyone so obsessed with gluten-free food? Is gluten poisonous? I just ate a muffin. Did it have gluten? Am I going to die?

In one word: me.

The point is, your audience is probably not thinking about ...

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