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

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

this Audio Book Gives You The Tools To Use Language That Builds, Or Rebuilds, Trust, When The Facts, Actions, And Record Are On Your Side, But You Just Can’t Quite Get Over That Last Hurdle – Acceptance.

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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.
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What to Say, How to Say It, Why It Matters 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. A step-by-step guide to help salespeople, corporate communicators, managers and marketers sell their ideas and products to a generation of skeptical customers hurt by the financial crisis and influenced by nonconventional marketing