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Index
Acknowledgments
Introduction: Messaging Fuels Methodology
PART 1 THE POWER OF CHANGE
1 Intentions and Instincts: Why You Need This Book
2 Overcoming the Status Quo: Your Biggest Competitor
3 Bring a Little Bad News: If You Want Them to Care
PART 2 THE POWER OF STORY
4 Everyone Lives in Stories: Even Your Buyers
5 Finding Your Story: The Value Wedge
6 Building Your Story: Power Positions
7 You Phrasing: Creating Engagement and Ownership
8 The Hero Model: Play the Right Part
PART 3 YOUR POWER MESSAGE
9 The Hammock: Getting Their Attention
10 Grabbers: Creating Impact
11 Stories with Contrast: Help Them See Value
12 3D Props: Are You Serious?
13 Big Pictures: Make the Abstract Concrete and the Complex Simple
14 Personal Stories, Metaphors, and Analogies: The Key to Liking
15 Old Brain vs. New Brain: Messaging for a Decision
16 Proof: It’s Not Just Numbers
17 Words, Voice, and Body: Message Delivery Matters
Index
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