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Index
Introduction
Persuasion Matters
Chapter 1
A Simple but Durable Formula
Chapter 2
Part 1 of the Formula: The Emotionally Compelling Idea
Chapter 3
Part 2 of the Formula: Clarity
Chapter 4
Part 3 of the Formula: Specificity
Chapter 5
The Rule of One
Chapter 6
Closing the “Sale”
Chapter 7
The Power of the Story
Conclusion
Making This Formula Work for You
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