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The buzz: “Stories give people enough space to think for themselves” (Annette Simmons). Your favorite movie, book, and song are memorable because the director, author and songwriter told an engaging story using drama and emotion. Storytelling is also important for everyone in sales for the same reasons. Prospects need to feel, believe and remember you in order to be moved to make a purchase. If you don’t make it easy for them, you risk becoming the next book they forgot they ever read. The experts speak. Heidi Berenson, Berenson Communications: “It is no secret in television that the best ad-
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