In her latest book, Sam Horn’s describes some great creative business marketing wordplay techniques for getting your product or service to be noticed and stand out from the crowd Her book is focused on creating a less than 60 second “opening” that will start a dialogue with prospective customers. The dialogue is where you interview the other person to find out more about them, so you can help them solve their problem. If you’re only telling someone what you do (monologuing), there’s a good chance that your general solution won’t fit their needs. Furthermore, you want to create a memorable impression, something that will stick in their minds long after your initial conversation. By being creative and interesting, you have a good chance to achieve your goals.

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