About this item
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 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.
About the Author
Harry Mills is the founder and CEO of The Aha! Advantage, an international consulting and training firm. For the past 27 years, The Aha! Advantage and its legacy firm, the Mills Group has been helping a mix of blue chip clients grow their sales and clinch big deals, which includes GE, IBM, Toyota, Oracle and Ernst & Young.
Since 2002, Harry Mills has been the subject matter expert on persuasion for the Harvard ManageMentor program. He is the author of 14 acclaimed books on sales, motivation, persuasion, business development and negotiating that have been translated into 18 languages. His newest book, Zero Resistance: The Science and Secrets of Supercharging your Sales by Eliminating Buyer Skepticism and Mistrust was released in February 2017.
His book The Rainmaker's Toolkit, How to Find, Keep and Grow Profitable Clients was selected by CEO Advisor as one of its top ten U.S. Business books in 2004 and described as the "new bible in professional services."
An accomplished deal maker, Harry has authored three books on negotiation including The Streetsmart Negotiator. How to Outwit, Outmaneuver and Outlast Your Opponents.
Harry is a regular keynote speaker at international conferences and has built his reputation by translating the latest research of social psychologists, behavioral economists and neuroscientists who study persuasion into practical, cutting- edge insights and books.
