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

Maslansky, Michael; West, Scott; DeMoss, Gary; Saylor, David

ISBN 10: 0735204756 / ISBN 13: 9780735204751

Published by Prentice Hall Press, 2010

About this Item

Gently read. May have name of previous ownership, or ex-library edition. Binding tight; spine straight and smooth, with no creasing; covers clean and crisp. Minimal signs of handling or shelving. 100% GUARANTEE! Shipped with delivery confirmation, if you're not satisfied with purchase please return item! Ships USPS Media Mail.

Seller Inventory # OTV.0735204756.VG

Bibliographic Details

• Title: The Language of Trust: Selling Ideas in a World of Skeptics
• Publisher: Prentice Hall Press
• Publication Date: 2010
• Language: English
• ISBN 10: 0735204756
• ISBN 13: 9780735204751
• Binding: Hardcover
• Condition: very_good

About this title

Synopsis

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

About the Author

Michael Maslansky is CEO of Maslansky Luntz + Partners.
Gary DeMoss is Managing Director of Van Kampen Consulting.
Scott West is Managing Director of Marketing Programs for Van Kampen Investments.
David Saylor is Executive Director of Van Kampen Investments.

They live in New York City. Author website: vankampen.com