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

Overview


Trust is dead.  Now what?  If you’re trying to sell something—whether it ’s a product, a service, or an idea—you are facing a new era of consumers who listen less and question more. Armed with more knowledge and jaded by a lifetime of unfulfilled promises, these consumers reject the traditional approach to sales and marketing. But what if you have something good to say and can’t get beyond this skepticism? To engage today’s consumer, a new language of trust is needed. In this groundbreaking audio book,...
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The Language of Trust: Selling Ideas in a World of Skeptics

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Overview


Trust is dead.  Now what?  If you’re trying to sell something—whether it ’s a product, a service, or an idea—you are facing a new era of consumers who listen less and question more. Armed with more knowledge and jaded by a lifetime of unfulfilled promises, these consumers reject the traditional approach to sales and marketing. But what if you have something good to say and can’t get beyond this skepticism? To engage today’s consumer, a new language of trust is needed. In this groundbreaking audio book, you’ll learn what words to use, what words to lose, and how to structure your message to overcome skepticism and build and keep the trust of your audience.
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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

"The author’s earnest appeal is delivered in clear, meaningful tones without a hint of  skepticism. He exhorts businesspeople to build trust with clients and customers, a goal that is becoming increasing difficult amid the public’s perception of the causes of the economic downturn. As narrator, the author exudes the confidence he promises the listener will glean from his book. His delivery is steady in pace and even in tone, yet he still manages to read with feeling so that most sentences carry a friendly undercurrent. The longer you listen, the more you feel you would like him if you met in person, which makes you more inclined to believe in his ideas. This is a case in which an author enhances his text by knowing which moments to slow down for effect and which to speed up to build tension and sustain interest." 
M.R.  © AudioFile Portland, Maine
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Product Details

  • ISBN-13: 9780735204751
  • Publisher: Prentice Hall Press
  • Publication date: 5/4/2010
  • Pages: 288
  • Product dimensions: 5.70 (w) x 8.40 (h) x 1.00 (d)

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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Table of Contents

Acknowledgments vii

Welcome to the World of Skeptics ix

Part 1 The New Language of Trust 1

1 America's Post-Trust Era 3

2 It All Starts with Words 25

Part 2 The Four Principles of Credible Communication 53

3 Be Personal 57

4 Be Plainspoken 71

5 Be Positive 89

6 Be Plausible 111

Part 3 The New Word Order 127

7 Getting to Listen: Engagement Before Discussion 133

8 It's Not About You: Putting Their Interests Before Yours 159

9 That's Not What I Meant: Context Before Specifics 181

Part 4 The Medium and the Message 209

10 The Language of Trust in a Digital World 213

11 The Anti-Trust Laws: Twenty Banned Phrases 231

Epilogue: Building a New Age of Trust 243

Endnotes 249

Index 253

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