POP!: Create the Perfect Pitch, Title, and Tagline for AnythingPenguin, 2006年9月5日 - 256 頁 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. |
內容
| 3 | |
| 11 | |
| 13 | |
Be ORIGINAL | 31 |
Alphabetize Your Core Words | 33 |
Capture Conversational Catchphrases | 43 |
Create Tell n Sell Introductions with the Valley Girl Technique | 51 |
Increase Likability with Laugh Lines | 61 |
Be PITHY | 143 |
Make Your Language Lyrical with Alliteration | 145 |
Put Your Slogan in a Beat Thats Easy to Repeat | 151 |
Make It Sublime with Rhyme | 159 |
Continue to POP Seven Secrets to Keeping Their Interest Once Youve Got | 169 |
Make Your Content Come Alive with FirstPerson Stories | 171 |
Put People in the Pool | 181 |
Craft a Memorable Money Phrase | 187 |
Dont Repeat Clichés Rearrange Clichés | 71 |
Aflac Your Topic So They See What Youre Saying | 79 |
Create the Next New Thing with the HalfandHalf Technique | 91 |
Turn Assumptions Upside Down with ContraBrand | 99 |
Make the Familiar Fresh with Meaningful Metaphors | 107 |
Win BuyIn by Capitalizing on POP Culture | 115 |
POP the Question to Engage Curiosity | 123 |
Make It Sound Like What It Is with OnoNAMEopoeia | 129 |
Add It Up with Alpha and Omega | 135 |
Make It Relevant with Segues | 193 |
Juxtapose Points to Make Them Crystal Clear | 197 |
Open Eyes Ears Hearts and Minds with Aha Quotes | 205 |
Inspire Action with Specific Next Steps | 215 |
POP Hall of Fame | 225 |
Index | 227 |
About the Author | 239 |
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常見字詞
Aflac Alliteration alphabet attention Barack Obama bestselling brainstorming brand called capture catchphrase challenge clever cliché clients Cliff Notes column communication concept Core Words craft create creative customers Dave Barry elevator introductions employees example favorite featured feel Freakonomics give Half-and-Half headline hear heard hire humor idea Imagine intriguing introduce invention Jay Sorenson Jerry Maguire keep laugh listeners look loud Lynn Truss Mariah marketing message memorable mind money phrase movie offering original people's pitch Pithy play POP!s priority project purpose question quote remember repeat Roomba Sam Horn segue share sniglets someone sound bite Step story tagline talk target audience technique Tell n Sell there's thing tion told Tongue Fu topic trying turn Valley Girl visual W9 Form walk Washington Post What's write