Secret sauce how to pack your messages with persuasive punch - Mills, Harry 1950- (New York AMACOM, American Management Association, 2017)
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 twenty-first 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.
Includes bibliographical references.
Keywords: Persuasion (Psychology); Interpersonal communication; Business communication