SECRET SAUCE: How to Pack Your Messages with Persuasive Punch

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 needs to pass the SAUCE test and be: Simple, Appealing, Unexpected, Credible, and Emotional. This volume shows you how to transform unconvincing messages into compelling copy.