TY  - BOOK
AU  - Mills,Harry
TI  - Secret sauce: how to pack your messages with persuasive punch 
SN  - 9780814438060 (hardcover)
AV  - BF637.P4 M523 2017
U1  - 153.8/52 23
PY  - 2017///]
CY  - New York, NY
PB  - American Management Association AMACOM
KW  - Persuasion (Psychology)
KW  - Interpersonal communication
KW  - Business communication
N1  - Includes bibliographical references; 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
ER  -