Secret Sauce: How to Pack Your Messages with Persuasive Punch

Description

The new rules for persuasive messaging. 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.

HARRY MILLS is founder and CEO of Aha! Advantage, an international consulting and training firm whose clients include Unilever, IBM, Toyota, Oracle, and Astra Zeneca. An in-demand speaker, he is the persuasion expert at Harvard Business Review's Manage/Mentor program and author of Artful Persuasion, The Rainmaker's Toolkit, and other notable books.

"Secret Sauce has a spicy formula, built around the acronym SAUCE, for adding punch to your ads." The Globe and Mail "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 messages. It superbly samples many of the more important lessons from social and cognitive psychology, as well as behavioral economics." --Choice "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