CONTENTS
PART I: The New Alchemy of Message Making
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
PART II: Lessons from the Frontline
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