The Language of Trust: Selling Ideas in a World of Skeptics
Maslansky, Michael; West, Scott; DeMoss, Gary
ISBN 10: 073520456X ISBN 13: 9780735204560
Editorial: Penguin Publishing Group, 2011
Usado
paperback
Librería:
Your Online Bookstore, Houston, TX, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
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Descripción
Descripción:
N° de ref. del artículo 073520456X-4-36941510
Sinopsis:
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.
Críticas:
"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
-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 indispensable 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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Detalles bibliográficos
Título: The Language of Trust: Selling Ideas in a ...
Editorial: Penguin Publishing Group
Año de publicación: 2011
Encuadernación: paperback
Condición: Fair