Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
Purchase Benefits
What is included with this book?
Acknowledgments | p. vii |
Introduction: Messaging Fuels Methodology | p. ix |
The Power of Change | |
Intentions and Instincts: Why You Need This Book | p. 3 |
Overcoming the Status Quo: Your Biggest Competitor | p. 9 |
Bring a Little Bad News: If You Want Them to Care | p. 21 |
The Power of Story | |
Everyone Lives in Stories: Even Your Buyers | p. 37 |
Finding Your Story: The Value Wedge. | p. 45 |
Building Your Story: Power Positions | p. 57 |
You Phrasing: Creating Engagement and Ownership | p. 71 |
The Hero Model: Play the Right Part | p. 83 |
Your Power Message | |
The Hammock: Getting Their Attention | p. 93 |
Grabbers: Creating Impact | p. 107 |
Stories with Contrast: Help Them See Value | p. 117 |
3D Props: Are You Serious? | p. 135 |
Big Pictures: Make the Abstract Concrete and the Complex Simple | p. 145 |
Personal Stories, Metaphors, and Analogies: The Key to Liking | p. 169 |
Old Brain vs. New Brain: Messaging for a Decision | p. 183 |
Proof: It's Not Just Numbers | p. 205 |
Words, Voice, and Body: Message Delivery Matters | p. 225 |
Index | p. 245 |
Table of Contents provided by Ingram. All Rights Reserved. |
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.