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Record Nr. |
UNINA9910159022703321 |
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Autore |
Mills Harry <1950-> |
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Titolo |
Secret sauce : how to pack your messages with persuasive punch / / Harry Mills |
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Pubbl/distr/stampa |
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New York : , : AMACOM, American Management Association, , [2017] |
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�2017 |
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ISBN |
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Edizione |
[1st edition] |
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Descrizione fisica |
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1 online resource (x, 184 pages) : illustrations (chiefly color) |
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Collana |
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Disciplina |
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Soggetti |
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Persuasion (Psychology) |
Interpersonal communication |
Business communication |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Nota di bibliografia |
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Includes bibliographical references. |
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Nota di contenuto |
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Secret sauce: the magic recipe for measuring persuasive impact -- Simple: one central truth, easy to grasp and picture -- Appealing: different, valuable and personalized -- Unexpected: surprising, intriguing and seductive -- Credible: trusted, transparent and verifiable -- Emotional: warm, arousing and plot-driven -- The sauce persuasive impact test -- Predict, test, learn: lessons from J.C. Penney -- Make it easy, make it effortless: don't make it hard to say yes -- Message magic in the 21st century: lessons from buzzfeed -- The power of situations: how context shapes the way we behave -- The confirmation bias: the mother of all misconceptions -- Framing: it's not what you say-- it's how you say it -- Social proof: everyone is doing it. |
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Sommario/riassunto |
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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 |
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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. |
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