Regular price: $18.19

Membership details Membership details
  • A 30-day trial plus your first audiobook, free.
  • 1 credit/month after trial – good for any book, any price.
  • Easy exchanges – swap any book you don’t love.
  • Keep your audiobooks, even if you cancel.
  • After your trial, Audible is just $14.95/month.
Select or Add a new payment method

Buy Now with 1 Credit

By confirming your purchase, you agree to Audible's Conditions of Use and Amazon's Privacy Notice. Taxes where applicable.

Buy Now for $18.19

Pay using card ending in
By confirming your purchase, you agree to Audible's Conditions of Use and Amazon's Privacy Notice. Taxes where applicable.

Add to Library for $0.00

By confirming your purchase, you agree to Audible's Conditions of Use and Amazon's Privacy Notice. Taxes where applicable.

Publisher's Summary

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
©2010 Michael Maslansky (P)2010 Oasis
Show More Show Less

Customer Reviews

Most Helpful
5 out of 5 stars
By Shawn on 11-08-10

Are you communicating or just talking?

Have you ever wondered why our language has so many words that say approximately the same thing? Well, Mr. Maslansky doesn't dive into the history of language but he does something more valuable! He talks about why many of us are failing to communicate today. We're failing not because we don't use good grammar or sentence structure. We're failing for two reasons: (1) we aren't overcoming today's barriers to communication BEFORE we try to communicate and (2) we aren't using the RIGHT words or communicating the RIGHT message in the RIGHT way.

I've been building a technology business these last few years talking a lot about what Mr. Maslansky laid out in his book. We have more communication channels than ever before but in many ways it has hindered our ability and sometimes even our desire to communicate. Marketers haven't helped!

The point is...if you think the words you use, how you present them, and what you say doesn't really matter then don't read his book. On the other hand, if you realize like me that communication is not just what you say but how you say it then get this book. It's worth the time!

Read More Hide me

3 of 3 people found this review helpful

2 out of 5 stars
By JR on 09-10-13


What could have made this a 4 or 5-star listening experience for you?

Chapter 1 - Telephone interview with author.
Chapter 2 - Recap of Chapter 1
Skip to Chapter 3 to begin.
So far, a lot of the same thing about lack of trust. Yes, that is why I bought this book. I want to get past the lack of trust and start to build it.
I guess I have to wait for a coming chapter...

What reaction did this book spark in you? Anger, sadness, disappointment?


Read More Hide me

0 of 1 people found this review helpful

See all Reviews