persuasive punch

Persuasive Punch! How to make your messages

seductive, convincing and

irresistible

Copyright © The Aha! Advantage 2014

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ppealing: Different, valuable and personalized

motional: Warm, arousing and plot-driven

imple: One central truth, easy to grasp and picture

nexpected: Surprising, intriguing and seductive

redible: Trusted, transparent and verifiable

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Persuasive punch is what makes messages seductive,

convincing and irresistible

2 Copyright © The Aha! Advantage 2014

For a message to pack a persuasive

punch it must pass the SAUCE® test

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Is your message...

Simple: One central truth, easy to grasp and picture

Copyright © The Aha! Advantage 2014 3

Clarity Visibility

One central truth

Difficult to understand

CLARITY Easy to grasp

Difficult to picture Easy to picture VISIBILITY

ONE CENTRAL TRUTH One central truth Competing messages

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Perceived Value

Self Interest

Differentiation

Generalized benefits Specific benefits

Low perceived value

Highly differentiated Undifferentiated DIFFERENTIATION

PERCEIVED VALUE High perceived value

SELF INTEREST

Is your message...

Appealing: Different, valuable and personalized

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Intrigue Self-Persuasion

Surprise

Attention grabbing Unremarkable SURPRISE

Lacks interest

INTRIGUE Sustains interest

Hard sell Self-generated conclusions SELF-PERSUASION

Is your message...

Unexpected: Surprising, intriguing and seductive

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Transparency Credentials

Trust

Unproven Verifiable

Secretive

Trustworthy Suspicious Trust

TRANSPARENCY Transparent

CREDENTIALS

Is your message...

Credible: Transparent, credentialed and verifiable

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Emotional Arousal

Storyline

Affective Warmth

Facts and figures Plot-driven

Low arousal

Warm Cold AFFECTIVE WARMTH

EMOTIONAL AROUSAL High arousal

STORYLINE

Is your message...

Emotional: Warm, arousing and plot-driven

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SAUCE® shows you where your messages lack persuasive punch


Simple

Appealing

Credible Unexpected

Emotional

SAUCE® Radar Chart Persuasive Punch Gauge

15 - 18

19 - 27

28 - 36

42 - 45

37 - 41

off-putting

irritating

unconvincing

promising

compelling


Do your sales and marketing messages

pack a persuasive punch?

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Over 80% of marketing and sales communications fail

the SAUCE® test


Just 14% of messages pass the SAUCE test

Persuasive 14%

Unconvincing 74%

Off-Putting 12%

Simple

Appealing

Credible Unexpected

Emotional

SAUCE radar chart

SAUCE® analysis of marketing and sales messages in a selection of BusinessWeek, Forbes, Fortune and Harvard Business Review.


The science behind SAUCE®

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The SAUCE® criteria are built on a foundation of scientific research.

Recent discoveries in the psychology of influence, and cognitive

neuroscience means we can now measure persuasive impact with

scientific precision.

The SAUCE® model has been developed by Harry Mills, an acclaimed

expert on persuasion. Harry is the Harvard Manage/Mentor on

influence. Harry is also the author of eleven books on influence,

negotiation and sales including Artful Persuasion: How to Command

Attention, Change Minds and Influence People.

Contact

If you would like to license SAUCE® or are looking for help to add persuasive punch to your sales and marketing messages, contact:

Harry Mills

CEO, The Aha! Advantage

Phone: +64 4 499 6770

Mobile: +64 21 452 256 Email: [email protected]

Website: www.ahaadvantage.com


mailto:[email protected]

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