Pop! : Create the Perfect Pitch, Title, and Tagline for Anything

by Horn, Sam

• ISBN13: 9780399533617
• ISBN10: 0399533613
• Edition: Reprint
• Format: Paperback
• Copyright: 2009-02-03
• Publisher: Perigee Trade

Summary

Why do some ideas break out and others fade away? What causes people to become so excited about a product that they can't wait to tell their friends? How can an idea be communicated so that it catches fire in people's imaginations? Popular author, consultant, and workshop leader Sam Horn identifies what makes an idea, message, or product break out, and presents a simple and proven process-POP! (Purposeful, Original, Pithy)-to create one-of-a-kind ideas, products, and messages that pop through the noise, off the shelf, and into consumers' imaginations.

Author Biography

Sam Horn is a successful business consultant, keynote speaker, training workshop, leader, and author of business communication books. Her corporate clients include NASA, Hewlett-Packard, Four Seasons Resorts, Holland America Cruise Lines, and Kaiser Permanente.

Table of Contents

Acknowledgments	p. vii
Introduction	p. ix
What Is POP!?
The Goal Is to Break Out, Not Blend In	p. 3
Be PURPOSEFUL
Address and Answer the Ws	p. 13
Be ORIGINAL
Alphabetize Your Core Words	p. 33
Capture Conversational Catchphrases	p. 43
Create Tell 'n Sell Introductions with the Valley Girl Technique	p. 51
Increase Likability with Laugh Lines	p. 61
Don't Repeat Cliches, Rearrange Cliches	p. 71
Aflac Your Topic So They See What You're Saying	p. 79
Create the Next New Thing with the Half-and-Half Technique	p. 91
Turn Assumptions Upside Down with ContrBrand	p. 99
Make the Familiar Fresh with Meaningful Metaphors	p. 107
Win Buy-In by Capitalizing on POP! Culture	p. 115
POP! the Question to Engage Curiosity	p. 123
Make It Sound Like What It is with OnoNAMEopoeia	p. 129
Add It Up with Alpha and Omega	p. 135
Be PITHY
Make Your Language Lyrical with Alliteration	p. 145
Put Your Slogan in a Beat That's Easy to Repeat	p. 151
Make It Sublime with Rhyme	p. 159
Continue to POP!: Seven Secrets to Keeping Their Interest Once You've Got It
Make Your Content Come Alive with First-Person Stories	p. 169
Put People in the Pool	p. 179
Craft a Memorable Money Phrase	p. 185
Make It Relevant with Segues	p. 191
Juxtapose Points to Make Them Crystal Clear	p. 195
Open Eyes, Ears, Hearts, and Minds with Aha! Quotes	p. 203
Inspire Action with Specific Next Steps	p. 213
POP! Hall of Fame	p. 223
Index	p. 225
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