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Secret sauce : how to pack your messages with persuasive punch

Author: Harry Mills
Publisher: New York, NY : American Management Association AMACOM, [2017]
Edition/Format:   Print book : EnglishView all editions and formats
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  Read more...
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Additional Physical Format: Online version:
Mills, Harry, 1950- author.
Secret sauce
New York, NY : AMACOM, [2017]
(DLC) 2016056856
Document Type: Book
All Authors / Contributors: Harry Mills
ISBN: 9780814438060 0814438067
OCLC Number: 950638401
Description: viii, 184 pages : illustrations (chiefly color) ; 20 cm
Contents: Part I. The new alchemy of message making : 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 --
Part II. Lessons from the frontline : 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.
Responsibility: Harry Mills.

Abstract:

"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."--Book jacket.

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"This book will show exactly how to transform a message into something compelling using a 15-question SAUCE test to measure impact." -National Jeweler ..".a how-to crash course for creating impactful Read more...

 
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