The Language of Trust
Selling Ideas in a World of Skeptics
ISBN 9780735204751 | 288 pages | 04 May 2010 | Prentice Hall Press | 9.25 x 6.25in | 18 - AND UP
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What to say, how to say it, and why it matters: communicating with authority and honesty in an age of mistrust."Trust has never been more important in the corporate world-because there's so little of it. For years, people have tried to figure out how to communicate trust. Now, finally, Michael Maslansky has unlocked the DNA of trust. Anyone who cares about their employees, their customers, or their reputation has to read this book."
Still struggling through the financial crisis that began in 2008, consumers aren't buying traditional sales approaches anymore. So how do salespeople, corporate communicators, managers, and marketers sell their ideas, products, and services to a generation of customers who are more skeptical and less influenced by conventional marketing than ever before? Based on groundbreaking consumer research conducted with thousands of individuals, this step-by-step guide will help readers understand their audience and how to communicate effectively with them.
• The mechanics and mindset of communicating with trust and credibility
• Choosing the right words: being positive, using plain English, being plausible, and personalizing a message
• Structuring a message: putting benefits before features, context before specifics, engagement before discussion, and customers' interests before the company's
• Case studies from personal finance, consumer products, public utilities, and other areas
-Dr. Frank Luntz, author of Words That Work and What Americans Really Want...Really
"To successfully earn trust in face-to-face or Facebook communication, embrace the proven concepts in The Language of Trust--they're as important to your life as involuntary breathing. It's just common sense."
-Thomas L. Harrison, LHD, chairman and CEO of Diversified Agency Services division of Omnicom Group Inc.
"Michael Maslansky has written the ultimate guide to winning trust in a world that has lost it. He writes with wit, wisdom, and a commendable absence of jargon. If you are concerned about trust, and all of us should be, then this book is an indispensible starting point."
-Lord Gould, former polling and strategy advisor to Prime Minister Tony Blair, and Deputy Chairman of Freud Communication
"Marketers, financial advisors, and communicators of all types should take note of the lessons in this book....More than most, Michael understands the enormous challenges we face, and this book provides an essential set of tools and practical approached for reconnecting with customers who may have lost faith in what we offer. It isn't enough for us to have a good story to tell; we must also be able to tell a good-and credible-story. The Language of Trust will help any communicator who muct win over a skeptical audience."
-Cathy Weatherford, CEO of Insured Retirement Institute
"Today's polarized discourse makes it hard to understand problems, much less fix them. The Language of Trust provides the core principles needed for moving forward."
-Philip K. Howard, founder of Common Good and author of The Death of Common Sense and Life Without Lawyers
"There are many books on effective communication, but this book is unique in the way it recognizes the importance of language and messaging as ways to build trust when talking to customers, partners, or employees. The Language of Trust will help any executive who must communicate with strength and credibility."
-Suzanne Coulter, president of Polo Retail Corporation
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