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

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More About This Book

Overview

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.

Product Details

  • ISBN-13: 9780399533617
  • Publisher: Penguin Group (USA) Incorporated
  • Publication date: 2/3/2009
  • Edition description: Reprint
  • Pages: 256
  • Sales rank: 190,822
  • Product dimensions: 5.60 (w) x 8.27 (h) x 0.66 (d)

Meet the Author

Sam Horn
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 vii

Introduction ix

1 What Is POP!?

1 The Goal Is to Break Out, Not Blend In 3

2 Be PURPOSEFUL

2 Address and Answer the Ws 13

3 Be ORIGINAL

3 Alphabetize Your Core Words 33

4 Capture Conversational Catchphrases 43

5 Create Tell 'n Sell Introductions with the Valley Girl Technique 51

6 Increase Likability with Laugh Lines 61

7 Don't Repeat Cliches, Rearrange Cliches 71

8 Aflac Your Topic So They See What You're Saying 79

9 Create the Next New Thing with the Half-and-Half Technique 91

10 Turn Assumptions Upside Down with ContrBrand 99

11 Make the Familiar Fresh with Meaningful Metaphors 107

12 Win Buy-In by Capitalizing on POP! Culture 115

13 POP! the Question to Engage Curiosity 123

14 Make It Sound Like What It is with OnoNAMEopoeia 129

15 Add It Up with Alpha and Omega 135

4 Be PITHY

16 Make Your Language Lyrical with Alliteration 145

17 Put Your Slogan in a Beat That's Easy to Repeat 151

18 Make It Sublime with Rhyme 159

5 Continue to POP!: Seven Secrets to Keeping Their Interest Once You've Got It

19 Make Your Content Come Alive with First-Person Stories 169

20 Put People in the Pool 179

21 Craft a Memorable Money Phrase 185

22 Make It Relevant with Segues 191

23 Juxtapose Points to Make Them Crystal Clear 195

24 Open Eyes, Ears, Hearts, and Minds with Aha! Quotes 203

25 Inspire Action with Specific Next Steps 213

POP! Hall of Fame 223

Index 225

Customer Reviews

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Sort by: Showing all of 10 Customer Reviews

  • Anonymous

    Posted September 23, 2006

    Networkers - you must read this book!!

    If you are consistently meeting new people either at a Chamber of Commerce, Association Event or Business Breakfast, you MUST read this book. I have always found myself admiring the witty and memberable elevator pitches that I hear and thinking to myself 'How did they come up with that?' After reading Ms. Horn's book, ideas began flowing like never before. What I like best is her structured approach to being creative. Follow the rules and 'poof' - you've just created a memerable tagline that would make even the highest-priced New York ad agencies want to hire you. A great investment!!

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted September 8, 2006

    One of the best resources for creatively turning a phrase

    I am a big fan of Sam Horn's practical, no nonsense books for business leaders and entrepreneurs. So it was no surprise that POP stands out as her best work yet. Every page contains concrete strategies for every business person who needs to capture the essence of a product or service to stand out in the minds of their clientele. POP! Keep this book at your fingertips for whenever you need a well turned phrase. The book is an absolute gem.

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  • Anonymous

    Posted September 7, 2006

    Amazing Content and Valuable

    Sam Horn KNOWS her stuff. She can put together information in such a fresh, captivating way that just drills a spot in your head and heart. Her power with language is unsurpassed. If you want your creative juices to flow...buy this book. NOW.

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  • Anonymous

    Posted August 11, 2006

    Scientists, doctors, engineers ...

    ¿ and other technically-trained individuals who want to turn heads away from the more verbally-adept and towards them (and their ideas) will enjoy this concrete and conversational approach to becoming more frequently-quoted. Why not reach beyond your peers, natural allies and like-minded people to POP and turn the next chapter of your life story into the kind of adventure you want it to be? Fill the scenes of your life with the people you want in them, with the purposeful speaking that can pull them in and put you in the more fully-realized character role you were truly meant to play. Of course those of you who speak English like it tastes good (you ¿people people¿, sales gurus, cause advocates, lover of words and ideas, etc ) will just dive into this book too. With POP, Sam becomes the trusted sidekick who supports you on that path to, well, POP. She has for me. - Kare, Say it Better Center, LLC

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  • Anonymous

    Posted August 4, 2006

    You'll be glad you read this book!

    I'm one of the fortunate people who has worked with Sam Horn and her POP! process. My business is better because of it. Reading an advanced copy of POP! convinces me that her encouraging spirit and creative intelligence is captured in between the covers of this important book. If you or your business needs to stand out, you need to buy and read POP! (Business book bonus, Sam is a wonderful writer and POP! is a pleasure to read.)

    Was this review helpful? Yes  NoThank you for your feedback.   Report this reviewThank you, this review has been flagged.

  • Anonymous

    Posted August 9, 2006

    You won't be sorry you read this book!

    Sam Horn always delivers cutting-edge ideas that you can apply immediately. Her legandary ability to create pithy, catchy phrases to promote your ideas, projects, and ideas is captured in her POP! Process. Anyone wanting to get their ideas and products bought should buy this book NOW! Rebecca Morgan Bestselling author of 'Calming Upset Customers'

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    Posted May 6, 2010

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