3 Second Selling

The biggest battle anyone with a sales and marketing message faces today is for the time and attention of their audience. It has never been easier to reach large numbers of people with our marketing and messaging, and never more difficult to actually connect with them. On top of that, research shows 93% of what people think of us, our ideas, our messages, our products, etc., is determined in the first 3 seconds of an engagement or interaction. We'll show you how to make the most of that precious time to cut through the clutter and quickly create emotional connections that earn someone’s time and attention.

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3 Second Selling

Win the First Three Seconds

May 08, 2025 • David Gee

How do we win attention, earn time and trust, and create instant emotional connection in a world that’s moving faster than ever? Check out this episode of the 3 Second Selling™ podcast as I discuss the science of snap judgements, why most hooks suck, how to craft a good hook and give you some real life applications. In a distracted world, your greatest currency is not how much you know. It’s whether you can earn—and keep—someone’s attention.

Hey there, welcome to The 3 Second Selling Show, where we unpack how to win attention, earn trust, and create instant emotional connection in a world that’s moving faster than ever.

Quick question to kick us off: What do people think of you in the first three seconds?
Spoiler alert: everything.

[INTRO STORY – 0:30–2:00]

Back in my days as a television reporter, I had exactly one sentence to grab a viewer’s attention. One sentence.

If I didn’t nail the hook—if I didn’t say something that made them look up from their cereal spoon—I was toast.
They changed the channel. I lost them. And I knew it. In real time. That’s a heck of a classroom.

Now, here’s the twist: you’re in that same classroom right now. Whether you’re in sales, marketing, leadership, or just trying to get someone to actually read your email, you're being judged in real time too. And trust me, the grading is harsh.

[SECTION 1: THE SCIENCE OF SNAP JUDGMENTS – 2:00–5:00]

Let’s talk about what’s really happening in those first few seconds.

When someone sees your message, your face, your pitch, your brand—they’re not evaluating it logically. They’re making snap judgments.

Our brains are scanning for three things:

Is this interesting?
Is this relevant?
Is this safe?

And they do it in milliseconds. Before you even finish your opening line.

This is evolutionary. Our ancestors needed to figure out, fast, if the rustle in the grass was a lion or the wind. So your beautifully written 300-word email? If it doesn’t hit fast—it’s digital grass. Ignored.

[SECTION 2: WHY MOST HOOKS SUCK – 5:00–7:30]

Now let me tell you why most people get this horribly wrong.

They start their pitch with:

“Hi, I’m reaching out because we’re a full-service solutions provider helping businesses optimize operational efficiencies through scalable platforms.”

I’ve already fallen asleep. Twice.

That’s not a hook. That’s an obituary for attention.

We’re so used to leading with what we do instead of why someone should care. And that’s the key difference.

A good hook doesn’t explain. It ignites. It opens a loop in the brain that demands to be closed.

[SECTION 3: CRAFTING A GREAT HOOK – 7:30–11:00]

So what makes a great hook?

Let me give you a three-part checklist:

Curiosity – Does it create a question the mind wants answered?
Emotion – Does it speak to a real fear, desire, or frustration?
Brevity – Is it short, sharp, and impossible to ignore?

Let’s turn a boring message into a better one:

❌ “We use advanced algorithms to assess glaucoma risk.”
✅ “We help you see glaucoma coming—before your patients do.”

❌ “We teach sales strategies for modern professionals.”
✅ “Your buyers decide in 3 seconds. What are you doing with yours?”

Hooks are like headlines. They stop the scroll. They freeze the inbox. They make someone lean in and go, “Wait—what was that?”

[SECTION 4: REAL-LIFE APPLICATION – 11:00–13:30]

Let’s bring this into your world. Sales calls. LinkedIn bios. Email subject lines. Elevator pitches.
If you’re not leading with a hook, you’re asking for attention you haven’t earned.

Start with a bold question.
Start with an uncomfortable truth.
Start with a tiny story that carries emotional weight.

Here’s a personal favorite:

“You're not losing sales because your price is too high. You're losing because you're too easy to forget.”

Hooks like that challenge your audience. They invite them in. They create tension. And guess what—tension drives attention.

[CLOSING TAKEAWAY – 13:30–15:00]

So here’s your challenge for today:

Pick one message you’re using right now—a pitch, an email, a script—and rewrite the first sentence.

Turn it from information into ignition.

Lead with emotion. Speak with brevity. Make them care.

Because in a distracted world, your greatest currency is not how much you know. It’s whether you can earn—and keep—someone’s attention.

Three seconds. That’s all you get. Make it count.

🎵 [OUTRO MUSIC + CTA]

Thanks for tuning into The 3 Second Selling Show. If this episode got you thinking—and I hope it did—share it with a colleague who could use a better hook. And if you want help refining your message, you know where to find me.

I’m [Your Name], and I’ll see you in the next three seconds.

🎵 Music fades out

People on this episode

David Gee

Host