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087 Sell with a Story by Paul Smith

The Marketing Book Podcast

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The Best Example of a Hook in a Story

A hook is the one sentence or half a sentence that you use to transition into the story comfortably, without hemming and hawing around with an apology. Don't apologize, don't ask permission, don't use the s word and don't give away too much of the lesson or the end of the story. So, do do sale stories have to be true? That's a great question when i get a lot. And and my surprising, perhaps surprise it doesn't mean by lying, but you know that that's the issue that you're trying to cover in the book.

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