Every buyer has a personal Win that sits behind the business Result they negotiate for

The New Strategic Selling · Robert B. Miller, Stephen E. Heiman, and Tad Tuleja

Set pricing for pragmatists and choose channels that deliver the whole product

Crossing the Chasm, 3rd Edition · Geoffrey A. Moore

A five-step formula that moves readers from attention to action through structured persuasion

The Copywriter's Handbook: A Step-By-Step Guide to Writing Copy That Sells · Robert W. Bly

Build a saleable personality into your product that fulfills the desire for self-expression

Breakthrough Advertising · Eugene Schwartz