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Introduction
Gary Graham: I was just writing a piece of copy for an ad and thought that it would be really useful for those of you who have teams. It simplified the concept of selling or persuasion into two pieces. The first, the first piece is the promise and the second piece is the delivery. And so instead of thinking, because we have the closer, you know, formula, clarify whether they're labeled them with the problem, overcome past pain,. You know, solve them the vacation, explain away their concerns, then reinforce the decision.