Book description
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.
Table of contents
- Cover
- Half title
- Title
- Dedication
- Contents
-
Part I: The New Alchemy of Message Making
- 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 II: Lessons from the Frontline
- 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 Twenty-First 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
- Notes
- About the Author
- Free Sample Pages
- About AMACOM
- Copyright
Product information
- Title: Secret Sauce
- Author(s):
- Release date: February 2017
- Publisher(s): AMACOM
- ISBN: 9780814438077
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