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The Anatomy of Yes: The Story Behind Every Sale
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Stories sell products. But why? More importantly, how can you construct a story that captures a customer's emotions, gets them to ignore your competition, and keeps them riveted to your storyline for a lifetime? The answer is centuries old, and author Joseph G. Burke details how these stories began and how he applied them as a marketing executive at two of Forbes Top 25 Most Inspiring Companies in America. Simply stated, your DNA is hardwired to a recurring three-act story. This story, with...