Page 259 - ConvinceThemFlip

the secrets of the great communicators
that fire up the imagination can.’ The beggar insisted that
the young man tell him what he’d written on the sign.”
Muldoon took a long, slow sip of his claret. “Right.
Where’s that food?”
“Well? What did it say?”
“What did what say?”
“The sign.”
“Oh that. Capture your interest, did I? With my little
story.”
I laughed.
The waitress arrived balancing the food. The fish-and-
chips were golden and crispy. The Espetadas came with
mash and onions—the pub grub touch.
Muldoon opened a linen napkin and tucked one corner
into his collar. “Right. Tuck in.”
“The sign, Frank?”
“Oh that. It said, ‘It’s spring. And I’m blind.’”
“Ha! Clever. It made people stop and think—imagine
what it would be like to be the beggar,” I said. “And it cap-
tured a few hearts.”
“Exactly. And, more to the point, it captured wallets,
too.” Muldoon wiped his fingers on the napkin and sipped
his claret. “All great communication comes down to a few
catchy emotional words. They should hit four hot buttons.”
He tapped his finger on the table as he reeled them off.
“Attention, interest, desire, and action.”
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