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Index
Praise
Title Page
Copyright Page
Dedication
Acknowledgments
Chapter 1 - DRAW IN THE LISTENER
OVERVIEW
Chapter 2 - CHANGE THE MOMENT
CHANGE THE MOMENT WITH WORDS
THE HARVARD BUSINESS REVIEW KNOWS EMOTION TRUMPS LOGIC
Chapter 3 - THE TRANSFORMATION MECHANISM
METAPHORS AS A MEANS OF MAKING SENSE
MAKING THE SHIFT TO MECHANISMS
THE MECHANISM IN ACTION
TAKING AN ENTERTAINMENT INVENTORY
HOW DO YOU BUILD A MECHANISM?
WHAT IF YOU DON’T HAVE A SKILL OR DON’T KNOW OF A PUZZLE YOU CAN USE?
Chapter 4 - THE BODY METAPHOR
WHAT A BODY METAPHOR LOOKS LIKE
BODY METAPHORS AND YOU
APPLYING THE BODY METAPHOR
Chapter 5 - THE PAPER METAPHOR
WHAT IS A PAPER METAPHOR?
HOW TO CREATE YOUR OWN PAPER METAPHOR
Chapter 6 - THE QUICK PITCH OPENING
CONSTRUCT YOUR OWN OPENING
Chapter 7 - THE QUICK PITCH BODY
WHAT THE BODY SENTENCE DOES FOR YOU
CONVERSATIONAL KEYS
TIME TO MOVE
GUT TRAINING
TODAY
Chapter 8 - THE SLOGAN PITCH
Chapter 9 - CONVINCE WITH SAMPLES
THINGS TO THINK ABOUT WHEN IT COMES TO CREATING A SAMPLE OF YOUR OFFERING
Chapter 10 - THE POWER OF FREE
Chapter 11 - THE POWER OF GIFTS
GIVE THE BEST GIFT POSSIBLE
PERSONALIZE THE GIFT AS MUCH AS YOU CAN
HOW CAN YOU APPLY THESE PRINCIPLES?
Chapter 12 - SOLID PROOF
CLIENT LISTS
CLIENT TESTIMONIALS
CELEBRITY ENDORSEMENTS
ASSOCIATION AND ORGANIZATION MEMBERSHIPS
EXPERT OPINION
SURVEY RESULTS
THE REAL REASON WHY
SPECIFICITY
CASE STUDIES
PHOTOGRAPHS
GUARANTEES
PROPS
Chapter 13 - DYNAMIC CLARITY
HOW DO YOU GET CLEAR?
Chapter 14 - BE DISTINCT
WHAT IS POSITIONING?
WHY PICK A POSITION?
NO SWEAT
WHY DOES POSITIONING WORK?
WHAT ARE SOME SLANTS TO POSITION YOURSELF BY?
IN A NUTSHELL
Chapter 15 - OVERCOME RESISTANCE
THE STRAIGHTFORWARD APPROACH
SIDE APPROACHES
ALTERNATE WAYS OF DEALING WITH RESISTANCE
Chapter 16 - THE LOOK
THE 4, 4, 4 PRINCIPLE
WHY DON’T ALL BUSINESSPEOPLE DRESS WELL?
THE RULES OF GOOD DRESS
Chapter 17 - THE PLATFORM PITCH
THE AUDIENCE
THE STRUCTURE
THE BUILD STEP
THE HOLD STEP
THE MOVE STEP
Chapter 18 - THE MECHANISM EMERGENCY KIT
THE MECHANISMS
INDEX
ABOUT THE AUTHORS
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