So What?: How to Communicate What Really Matters to Your Audience

So What?: How to Communicate What Really Matters to Your Audience

by Mark Magnacca

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Product Details

ISBN-13: 9780137158263
Publisher: FT Press
Publication date: 05/28/2009
Pages: 160
Sales rank: 524,466
Product dimensions: 4.90(w) x 7.90(h) x 0.60(d)

About the Author

Mark Magnacca has invested the past 15 years on a search for what sets great communicators apart. So What? is the result of five years of work simplifying this powerful idea to book form. Each idea has been tested in his own life and business, as well as with a wide range of clients. Mark’s unique ability to bring these ideas to life will enable you to easily understand them and apply them in your own life.

As founder and president of Insight Development Group, Inc., his seminar and training programs have been featured in The New York Times, USA Today, and on CNN’s MoneyLine. Mark has helped thousands of entrepreneurs, salespeople, and executives adopt a So What Mindset that makes them indispensable in any economic cycle.

Mark lives on Cape Cod, Massachusetts, with his wife Kristen and two children. A graduate of Babson College, Mark is the author of The Product Is You and is a participant in the Strategic Coach Master’s Program.

Read an Excerpt

So What?So What?Praise for So What?

“This book shows you how to make an instant connection based on trust and respect with each person you meet, faster and easier than you ever thought possible.”

—Brian Tracy, Author of The Power of Charm

“Sometimes the simplest ideas are the most powerful. I wish I had read So What? earlier in my sales career.”

—Ed Cosgrove, EMC New Hire Program Manager

“Everything you want exists just beyond your comfort zone. The So What Mindset will help you get there and make this new way of thinking a part of your daily experience.”

—Robert Kiltz M.D., Founder and Director, CNY Fertility Center

“Whether talking with one person or addressing 1000, everyone can benefit from learning how to more effectively deliver our messages. So What? offers a simple, profound process that leads to quickly developing rapport and connecting with one’s listeners—every time!”  

—Barbara A. Culver, CFP, ChFC, CLU, AEP,
Resonate, Inc., Purposeful Planning

“Mark Magnacca’s message is important for everyone, but especially for those of us in the financial services industry. In today’s environment, knowing how to communicate effectively with clients is essential for their benefit and for ours. For example, ask yourself whether you’ve adequately explained to your clients the concept of risk...then go out and buy this book.”

—Geoff Davey, President, FinaMetrica

“In today’s ever-competitive world, it is not enough to offer a superior service. You need superior communications skills so your message gets out. Mark Magnacca helps you be heard with the advice in his effective new book So What?

—Richard Ferri, CEO Portfolios Solutions, LLC

“So What? delivers! It’s about time we have a book that shows us step-by-step how to act on the wisdom that ‘It’s all about the customer (or audience or prospect), not us.’ In clear, concrete, and compelling language, Mark Magnacca guides us in crafting the message that authentically links our offerings to the audience’s real needs and leads them to say ‘Tell me more.’ Read this book, cut through the complexity of client courtship, gain more of your ideal customers, and enjoy your work. That’s the So What Benefit!”

—Ed Jacobson, Ph.D., Author of Appreciative Moments:
Stories and Practices for Living and Working Appreciatively

Foreword

You are holding in your hands a book that offers you a new way of thinking, which will make you indispensable in any economic environment. It is also a book where the concepts and principles have already been proven and tested.

Mark called me some ten years ago after reading my book, Inspire Any Audience, and said, “I want you to be my coach.” I love, as he does, coaching those who want to win, who want to experience more, and who want to expand their value. Year after year, I’ve seen him study the subject of presenting and become one of the best presentation coaches I know.

Mark has a unique ability to coach and present in a way that makes the application of tools and techniques intuitive. In fact, of all the people I’ve coached over the last 25 years—more than 1,000 people, who include presidents of Wal-Mart, Sam’s Club, Samsung, Ford, EDS, and Shell—there has been no one quite like Mark. One of the great joys of being a coach is seeing your “players” win. This has been part of the joy for me: watching Mark grow and leverage his expertise to help so many others.

Although there have been countless communication/presentation/“think differently” books, there has never been one that focuses as clearly and as simply on the two questions that are most important to any audience. Many of these other books say to focus on the needs of the person doing the talking. This book says the only thing that matters is what is important to the person doing the listening.

The most effective leaders, politicians, and executives know how to do this. They always answer the implicit So What Question every time they communicate.

Let me encourage you to get out your highlighter and put on your thinking cap so that you can learn from and enjoy this book. Highlight the key points, study each page, and share the tools and ideas with your team and colleagues. Sign up for the 21-day challenge in Chapter 10, “Getting From Where You Are to Where You Want to Be,” and help make these ideas a part of who you are.

Treasure this book, put it into practice, and watch for many great results to come your way.

—Tony Jeary—Mr. Presentation™
Coach to the World’s Top CEOs

© Copyright Pearson Education. All rights reserved.

Table of Contents

About the Author x

Foreword xi

Chapter 1 What You Need to Know in 850 Words 2

Chapter 2 Change Your Thinking, Change Your Life 8

Chapter 3 How I Learned to Think This Way–You Can, Too! 14

Chapter 4 Your World View–Making the Invisible Visible 26

Chapter 5 What’s in It for Them? 36

Chapter 6 Who You Always Wanted to Be–Yourself 52

Chapter 7 Winging It Versus Orchestration 72

Chapter 8 Getting Your Audience Engaged 86

Chapter 9 Tie a String Around Your Finger 104

Chapter 10 Getting from Where You Are to Where You Want to Be 120

So What? A Final Word 128

Glossary 134

Acknowledgments 140

Index 144

Preface

So What?

So What?

Praise for So What?

“This book shows you how to make an instant connection based on trust and respect with each person you meet, faster and easier than you ever thought possible.”

—Brian Tracy, Author of The Power of Charm

“Sometimes the simplest ideas are the most powerful. I wish I had read So What? earlier in my sales career.”

—Ed Cosgrove, EMC New Hire Program Manager

“Everything you want exists just beyond your comfort zone. The So What Mindset will help you get there and make this new way of thinking a part of your daily experience.”

—Robert Kiltz M.D., Founder and Director, CNY Fertility Center

“Whether talking with one person or addressing 1000, everyone can benefit from learning how to more effectively deliver our messages. So What? offers a simple, profound process that leads to quickly developing rapport and connecting with one’s listeners—every time!”  

—Barbara A. Culver, CFP, ChFC, CLU, AEP,
Resonate, Inc., Purposeful Planning

“Mark Magnacca’s message is important for everyone, but especially for those of us in the financial services industry. In today’s environment, knowing how to communicate effectively with clients is essential for their benefit and for ours. For example, ask yourself whether you’ve adequately explained to your clients the concept of risk...then go out and buy this book.”

—Geoff Davey, President, FinaMetrica

“In today’s ever-competitive world, it is not enough to offer a superior service. You need superior communications skills so your message gets out. Mark Magnacca helps you be heard with the advice in his effective new book So What?

—Richard Ferri, CEO Portfolios Solutions, LLC

“So What? delivers! It’s about time we have a book that shows us step-by-step how to act on the wisdom that ‘It’s all about the customer (or audience or prospect), not us.’ In clear, concrete, and compelling language, Mark Magnacca guides us in crafting the message that authentically links our offerings to the audience’s real needs and leads them to say ‘Tell me more.’ Read this book, cut through the complexity of client courtship, gain more of your ideal customers, and enjoy your work. That’s the So What Benefit!”

—Ed Jacobson, Ph.D., Author of Appreciative Moments:
Stories and Practices for Living and Working Appreciatively

Foreword

You are holding in your hands a book that offers you a new way of thinking, which will make you indispensable in any economic environment. It is also a book where the concepts and principles have already been proven and tested.

Mark called me some ten years ago after reading my book, Inspire Any Audience, and said, “I want you to be my coach.” I love, as he does, coaching those who want to win, who want to experience more, and who want to expand their value. Year after year, I’ve seen him study the subject of presenting and become one of the best presentation coaches I know.

Mark has a unique ability to coach and present in a way that makes the application of tools and techniques intuitive. In fact, of all the people I’ve coached over the last 25 years—more than 1,000 people, who include presidents of Wal-Mart, Sam’s Club, Samsung, Ford, EDS, and Shell—there has been no one quite like Mark. One of the great joys of being a coach is seeing your “players” win. This has been part of the joy for me: watching Mark grow and leverage his expertise to help so many others.

Although there have been countless communication/presentation/“think differently” books, there has never been one that focuses as clearly and as simply on the two questions that are most important to any audience. Many of these other books say to focus on the needs of the person doing the talking. This book says the only thing that matters is what is important to the person doing the listening.

The most effective leaders, politicians, and executives know how to do this. They always answer the implicit So What Question every time they communicate.

Let me encourage you to get out your highlighter and put on your thinking cap so that you can learn from and enjoy this book. Highlight the key points, study each page, and share the tools and ideas with your team and colleagues. Sign up for the 21-day challenge in Chapter 10, “Getting From Where You Are to Where You Want to Be,” and help make these ideas a part of who you are.

Treasure this book, put it into practice, and watch for many great results to come your way.

—Tony Jeary—Mr. Presentation™
Coach to the World’s Top CEOs

© Copyright Pearson Education. All rights reserved.

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