The Language of Trust: Selling Ideas in a World of Skeptics

The Language of Trust: Selling Ideas in a World of Skeptics

by Michael Maslansky, Scott West, Gary DeMoss, David Saylor
     
 

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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.

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

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Overview

What to say, how to say it, and why it matters: communicating with authority and honesty in an age of mistrust.

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.

Topics include:

? 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

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Editorial Reviews

Publishers Weekly
As CEO of his own communications consulting firm, research strategist Maslansky advises clients like Starbucks, Bank of America and Microsoft on successfully communicating with their customers, an effort he admits is far more challenging in the shaky economic aftermath of the 2008 financial collapse: as a nation, we are more distrustful than ever that the government and other major institutions are looking out for the interests of average citizens and customers. To combat rising skepticism, Maslansky's offers a step-by-step strategy for "credible communication" based in quantitative and qualitative research, including input from focus groups and surveys demonstrating people's responses to different forms of messaging, and real-world examples from a number of industries, including finance and politics (contrasting, for example, President Obama's campaign messages with then-Senator Hillary Clinton's). Key to his approach are four messaging principles-being personal, plainspoken, positive, and plausible-and the idea of listening to and prioritizing customers' interests. Along with executives from Van Kampen Investments and Consulting, Maslansky clearly and convincingly demonstrates that words do matter, almost as much as how they're said.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
From the Publisher
"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."
-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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Product Details

ISBN-13:
9780735204751
Publisher:
Penguin Publishing Group
Publication date:
05/04/2010
Pages:
288
Product dimensions:
5.70(w) x 8.40(h) x 1.00(d)
Age Range:
18 Years

What People are saying about this

Suzanne Coulter
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)
Frank Luntz
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. (Dr. Frank Luntz, author of Words That Work and What Americans Really Want . . . Really)
Philip K. Howard
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)
Cathy Weatherford
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 approaches 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 must win over a skeptical audience. (Cathy Weatherford, CEO of Insured Retirement Institute)
From the Publisher
"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."
-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

Lord Gould
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 indispensable starting point. (Lord Gould, former polling and strategy advisor to Prime Minister Tony Blair, and Deputy Chairman of Freud Communication)
Thomas L. Harrison
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.)

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Meet the Author

Michael Maslansky is one of corporate America’s leading communications and research strategists. As CEO of Maslansky, Luntz & Partners, the firm that produced the New York Times best-seller Words That Work, he advises leading organizations, such as PepsiCo, eBay, Microsoft, and Pfizer on what to say, how to say it, and most important, why it matters. He has conducted hundreds of research projects in over twenty countries using his firm’s proprietary polling and focus group methodology, cited by the New York Times, Washington Post, New Yorker, 60 Minutes, Nightline, and PBS’ Frontline, among others.

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