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

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

by Sam Horn


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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 Publishing Group
Publication date: 02/03/2009
Edition description: Reprint
Pages: 256
Sales rank: 592,741
Product dimensions: 5.50(w) x 8.30(h) x 0.70(d)
Age Range: 18 Years

About the Author

Sam Horn has over 20 years of experience as an intrigue expert and has spent those years cultivating great communication and branding strategies for companies such as CISCO, Intel, and NASA. Her writing has appeared in various publications such as Businessweek, Forbes, and the Huffington Post. Her books include Pop: Create the Perfect Pitch, Title, and Tagline for Anything, What’s Holding You Back? and Tongue Fu!: How to Deflect, Disarm, and Defuse Any Verbal Conflict.

Table of Contents

Acknowledgments vii

Introduction ix

1 What Is POP!?

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


2 Address and Answer the Ws 13


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


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

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