Secret sauce : how to pack your messages with persuasive punch / Harry Mills.

Format:

Book

Author/Creator:

Mills, Harry, 1950- author.

Series:

Gale eBooks

Language:

English

Subjects (All):

Persuasion (Psychology).

Interpersonal communication.

Business communication.

Physical Description:

1 online resource (x, 184 pages) : illustrations (chiefly color)

Edition:

1st edition

Place of Publication:

New York : AMACOM, American Management Association, [2017]

System Details:

text file

Summary:

When it comes to messaging, what worked in the past won’t work today. Our noisy, digital world has undermined our ability to focus. For a message to grab attention and persuade, it now has to pass the SAUCE test and be: Simple, Appealing, Unexpected, Credible, and Emotional. Secret Sauce shows you how to transform unconvincing messages into compelling copy. It comes with a 15-question SAUCE test and a Heat Gauge which allows you to precisely measure the persuasive impact of your messages. Short, easy to read, and packed with visuals, Secret Sauce provides: Clear examples of what works and what doesn’t Fascinating insights from behavioral and neurological research Powerful lessons from successful and failed campaigns Less than 10 percent of marketing messages are truly compelling—engaging the head and heart. Secret Sauce helps you weed out the clutter and craft messages that stick.

Contents:

Secret sauce: the magic recipe for measuring persuasive impact

Simple: one central truth, easy to grasp and picture

Appealing: different, valuable and personalized

Unexpected: surprising, intriguing and seductive

Credible: trusted, transparent and verifiable

Emotional: warm, arousing and plot-driven

The sauce persuasive impact test

Predict, test, learn: lessons from J.C. Penney

Make it easy, make it effortless: don't make it hard to say yes

Message magic in the 21st century: lessons from buzzfeed

The power of situations: how context shapes the way we behave

The confirmation bias: the mother of all misconceptions

Framing: it's not what you say

it's how you say it

Social proof: everyone is doing it.

Notes:

Includes bibliographical references.

Description based on print version record.

ISBN:

9780814438077

0814438075

OCLC:

971245702