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

This book 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.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Mills, Harry, 1950- (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York, NY : AMACOM, [2017]
Temas:
Persuasion (Psychology)
Interpersonal communication.
Business communication.
Communication interpersonnelle.
Communication dans l'entreprise.
Business communication
Interpersonal communication
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • 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
  • 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.

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