The Language of Trust: Selling Ideas in a World of Skeptics
288The Language of Trust: Selling Ideas in a World of Skeptics
288eBook
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Overview
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. The Language of Trust is for anyone who must sell ideas, products, services, or even themselves to a public that just doesn't want to hear it.
Based on pioneering consumer research, The Language of Trust shows you how to regain the confidence of your clients and customers and communicate with them on their terms. 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.
Product Details
ISBN-13: | 9781101404553 |
---|---|
Publisher: | Penguin Publishing Group |
Publication date: | 05/04/2010 |
Sold by: | Penguin Group |
Format: | eBook |
Pages: | 288 |
File size: | 840 KB |
Age Range: | 18 Years |
About the Author
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
What People are Saying About This
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)
Trust has never been more important in the corporate worldbecause 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)
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)
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 goodand crediblestory. The Language of Trust will help any communicator who must win over a skeptical audience. (Cathy Weatherford, CEO of Insured Retirement Institute)
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)
"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 Trustthey'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
To successfully earn trust in face-to-face or Facebook communication, embrace the proven concepts in The Language of Trustthey'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.)