Table of contents for POP! : stand out in any crowd / by Sam Horn.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


Counter
Contents 
Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . 5
Introduction. . . . . . . . . . . . . . . . . . 7
Section I. What Is POP!? 
1. The Goal Is to Break Out, Not Blend In . . . . . . . . . . . . . . 14
Section II. Be PURPOSEFUL 
2. Address and Answer the W's . . . . . . . . . . . . . . . 24
Section III: Be ORIGINAL 
3. Alphabetize Your Core Words . . . . . . . . . . . . . . . . . . 43
4. Capture Conversational Catchphrases . . . . . . . . . . . . . . . . 54 
5. Create "Tell 'n Sell" Introductions with the Valley Girl Technique . . . . 63
6. Increase Likability with Laugh Lines . . . . . . . . . . . . . . . . 75
7. Don't Repeat Clich¿'s, Re-arrange Clich¿'s . . . . . . . . . . . . . 85
8. AFLAC Your Topic So They See What You're Saying . . . . . . . . . 94
9. Create The Next New Thing with The Half & Half Technique . . . . . . 108
10. Turn Assumptions Upside Down with ContraBrand . . . . . . . . . 116
11. Make the Familiar Fresh with Meaningful Metaphors . . . . . . . . 125
12. Win Buy-In by Capitalizing on POP! Icons . . . . . . . . . . . . . . 134
13. POP! the Question to Engage Curiosity . . . . . . . . . . . . . . . . . 142
14. Make It Sound Like What It Is with OnoNAMEopoeia . . . . . . . . . . 148
15. Add It Up with Alpha-Omega . . . . . . . . . . . . . . . . . . . 155
Section IV. Be PITHY 
16. Make Your Language Lyrical with Alliteration . . . . . . . . . . . 164
17. Put Your Slogan in a Beat That's Easy to Repeat . . . . . . . . . . . 170 
18. Make It Sublime with Rhyme . . . . . . . . . . . 179
Section V: Continue to POP! Seven Secrets to Sustaining Interest 
 
19. Make Your Content Come Alive with First-Person Stories . . . . . . . 190
20. Put People in the Pool . . . . . . . . . . . . . . . . . . . . . 201 
21. Craft a Memorable Money Phrase . . . . . . . . . . . . . . . . 208
22. Make it Relevant with Segues . . . . . . . . . . . . . . . . . 214
23. Juxtapose Points to Make Them Crystal Clear . . . . . . . . . . . . 218
24. Open Eyes, Ears, Hearts, and Minds with Aha! Quotes . . . . . . . . . 226
25. Inspire Action with Specific Next Steps . . . . . . . . . . . . . . . 236
 POP! Hall of Fame . . . . . . . . . . . . . . . . . . 245
About the Author . . . . . . . . . . . . . . . . . . . 247

Library of Congress Subject Headings for this publication:

Communication in marketing.
Advertising.