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
