The Anatomy of Yes: The Story Behind Every Sale

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Stories sell products. 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 Joe Burke shows how it's still relevant for today. Simply stated, your DNA is hardwired to a recurring three-act story. This story, with its five distinct archetypal patterns, was primally authored to scare you, protect you, and help you find enlightenment. In business, if you can master the construct of an archetypal story, not only will you develop lifelong customers, you'll sell more . . .and serve more.