Chapter 7Maximizing the Impact of Your Examples and Stories

You will have noticed that both golden formulae for answering tough questions end on the same letter – “E” for example – which in some cases means a true story. Examples and stories enable you to conclude your answers on a picture that you project into listeners' minds. If they have a positive ending this makes it far more likely that the next question will be more sympathetic. When you select the right example/story for the right audience, the follow-up question may even be: “Can you do the same thing for me with the same fantastic result?” And that of course doesn't qualify as a tough question at all!

This chapter focuses on how to structure your stories and examples to squeeze ...

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