Secret Sauce: How to Pack Your Messages with Persuasive Punch

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Review "SAUCE's five elements are vital because societal change requires reinvention of our message-making. What worked in the past won't work today because consumers have more information and more choice." --The Globe and Mail ..".a how-to crash course for creating impactful messages. It superbly samples many of the more important lessons from social and cognitive psychology, as well as behavioral economics." --Choice "This book will show exactly how to transform a message into something compelling using a 15-question SAUCE test to measure impact." -National Jeweler "Secret Sauce has a spicy formula, built around the acronym SAUCE, for adding punch to your ads." The Globe and Mail From the Inside Flap 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 needs 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 that 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 messages that are intended to be persuasive are truly compelling--engaging both the head and heart. Secret Sauce will help you weed out the clutter and craft messages that stick. Harry Mills is the founder and CEO of Aha! Advantage, an international consulting and training firm whose clients include IBM, Oracle, Ernst & Young, Unilever, KPMG, and BMW. He is the subject matter expert on persuasion for Harvard's flagship ManageMentor program, and the author of 14 acclaimed books including Artful Persuasion and The Rainmaker's Toolkit. See all Product description