Secret Sauce

How to Pack Your Messages with Persuasive Punch

 Secret Sauce

Author: Harry Mills
Pub Date: February 2017
Print Edition: $18.95
Print ISBN: 9780814438060
Page Count: 192
Format: Hardback
e-Book ISBN: 9780814438077

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TOC

Contents

Dedication

Part One: Ingredients

1. Secret SAUCE: The magic recipe for measuring persuasive impact

2. Simple: one central truth, easy to grasp and picture

3. Appealing: different, valuable and personalized

4. Unexpected: surprising, intriguing and seductive

5. Credible: trusted, transparent and verifiable

6. Emotional: warm, arousing and plot-driven

7. The SAUCE persuasive impact test

Part Two: Examples

8. Predict, Test, Learn: Lessons from J.C. Penney

9. Make It Easy, Make It Effortless: Don’t Make it Hard to say yes

10. Message Magic in the 21st Century: Lessons from BuzzFeed

11. The Power of Situations: How context shapes the way we behave

12. The Confirmation Bias: the mother of all misconceptions

13. Framing: It’s not what you say – it’s how you say it

14. Social proof: Everyone is doing it

About the Author

References

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