using power messaging to create more opportunities, differentiate your solutions, and close more deals Peterson, Erik creator Riesterer, Tim text nyu New York McGraw-Hill c2011 2011 1st ed. monographic eng

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xv, 250 p. : ill. ; 24 cm. The power of change -- Intentions and instincts -- Overcoming the status quo -- Bring a little bad news : if you want customers to care enough to do something different -- Everyone lives in story : even your buyers -- The power of story -- Finding your story : the value wedge -- Building your story : power positions -- You-phrasing creates engagement and ownership -- The hero model : play the right part -- The hammock -- Your power message -- Grabbers : creating impact and spiking attention -- Stories with contrast : help them see value -- Props : 3d visuals : are you serious? -- Big pictures : making the abstract more concrete : the complex more simple -- Stories, metaphors and analogies -- Messaging for the decision : old brain vs. new brain -- Proof points : pain vs. gain -- Messaging delivery : your words, voice, and body specialized Erik Peterson, Timothy Riesterer Sales promotion Communication in marketing 9780071750905 (alk. paper) UMP 120525 20251125093136.0 vtls000060296