Mills, Harry,  1950- <br/><br/>
Secret sauce :  how to pack your messages with persuasive punch / 
Harry Mills. 
 - viii, 184 pages :  illustrations (chiefly color) ;  20 cm 
<br/><br/>Includes bibliographical references. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780814438060 (hardcover) 
<br/><br/><label>LCCN: </label>2016042355 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Persuasion (Psychology)<br/>Interpersonal communication.<br/>Business communication.
<br/><br/><label>LC Class. No.: </label>BF637.P4  / M523 2017 
<br/><br/><label>Dewey Class. No.: </label>153.8/52