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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.
- Sales Rank: #210199 in Books
- Published on: 2011-05-03
- Released on: 2011-05-03
- Original language: English
- Number of items: 1
- Dimensions: 8.24" h x .72" w x 5.48" l, .55 pounds
- Binding: Paperback
- 288 pages
From Publishers Weekly
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.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review
"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 Trust-they'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 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
About the Author
Although he almost always had a lead role in elementary school plays as well as church pageants, Don Gallo's dramatic interests ended abruptly one Easter Sunday when he was unable to recall a single word from a memorized passage he was attempting to recite at the morning church service. Any theatrical talents he may possess have since been utilized only in English classroom and lecture halls.
Dr. Gallo, who has been a junior high school English teacher and reading specialist, is a professor of English at Central Connecticut State University, where he supervises student teachers and teaches courses in writing and in literature for young adults. He lives in West Hartford, Connecticut.
He has edited three collections of short stories written by Famous writers of books for young adults; Sixteen, Visions, and Connections; and he has written a critical biography of author Richard Peck. His most recent book is a collection of autobiographies of notable young adult authors called Speaking for Ourselves.
Most helpful customer reviews
20 of 20 people found the following review helpful.
a new approach when facing competing storylines
By Michael Margolis
The Language of Trust reads like a manual for communicating complex issues in an environment of growing cynicism. It's got a nice balance of principles, working examples, and research-driven insights. The book includes lots of topical coverage of perception challenges faced by financial services, the environment, healthcare, energy, and policy campaigns, to name some of the industries covered.
The book presents a unique perspective, I think probably most relevant for corporate communicators and industry trade groups. As a business storyteller myself, I was most fascinated with the sections that dealt with shifting perceptions and that everybody has competing versions of the truth. As Maslansky describes, too often we lead with "our truth" instead of trying to frame a story that will connect to "their truth" - how our audience sees and experiences the world. That one insight, explored in depth makes the book a valued addition to my library.
TABLE OF CONTENTS
PART ONE: THE NEW LANGUAGE OF TRUST
1. America's Post-Trust Era
2. It All Starts with Words
PART TWO: THE FOUR PRINCIPLES OF CREDIBLE COMMUNICATIONS
3. Be Personal
4. Be Plainspoken
5. Be Positive
6. Be Plausible
PART THREE: THE NEW WORD ORDER
7. Getting to Listen: Engaging Before Discussion
8. It's Not About You: Putting Their Interests Before Yours
9. That's Not What I Meant: Context Before Specifics
PART FOUR: THE MEDIUM AND THE MESSAGE
10. The Language of Trust in a Digital World
11. The Anti-Trust Laws: Twenty Banned Phrases
The content in each chapter is filled with both principles and working examples. Sometimes it feels a little "straight-laced" in how it was edited, yet I think a lot of readers will appreciate the breezy approach. It's definitely written for a senior executive who's looking for a quick practical read that goes beyond just theoretical superlatives. My one fear is that it sometimes reads like a "manual for sounding like you care", and in the wrong hands, this book could become only that.
The Language of Trust will get you thinking, that's for sure! The book has a strong focus on words, and how changing opinion, often requires a shift in language across everything you do. Many linguistic re-framing examples are provided which was one of my favorite aspects. Also Chapter 10 brings attention to social media and how the boundaries of narrative are evolving. An important dimension I was thrilled to see covered.
6 of 6 people found the following review helpful.
The Language of Trust is Crucial to Your Business
By Brendan Ziolo
This review is similar to the one posted to my blog: Dude, It's Marketing ([...]).
It's no surprise that language and words play a key role in making your message credible and engaging to your audience. Michael Maslansky and his co-authors, Scott West, Gary DeMoss, and David Saylor, do a great job explaining just how important language is to selling your product or service in their new book, The Language of Trust: Selling Ideas in a World of Skeptics.
It's always been surprising to me that so few companies spend much time and money on crafting the messages and communications they use for their business. Michael presents a compelling case for why this is absolutely crucial to your business in an era where "trust is dead".
But more important than an analysis of the post-trust era in America, Michael talks about the Four Principles of Credible Communications (Be Personal, Be Plainspoken, Be Positive, Be Plausible) and the New Word Order (Engagement, Theirs Before Yours, Context). It is these two sections that are an absolute goldmine for anyone looking to create new messages or improve the communications of their organization.
Michael explains how changing the language you use is hard and that these principles may run counter to what you've done before, and believe still works, but there is little doubt after you read the book that you do need to change your language in a world of skeptics. You can no longer rely on the facts and hope to change the view held by your audience as the facts can mean different things to different people. You need to approach the language you use from your audience's perspective and use the Four Principles.
In addition to helping you choose the right words, Michael uses the New Word Order program to explain how to communicate the right message at the right time to your audience. The idea behind the program is that the process is equally important to getting the message right and that you need to follow the steps to be successful. The fact that Michael outlines a process here is extremely valuable, since many believe communications is more art than science, because it allows you to apply the program to your business and goals.
In the end, the list of lessons you can take from this book and apply to your communications is where the real value exists in The Language of Trust. I'm quite certain I'll reference this book numerous times in my work. This book reinforced for me just how important the words you choose are to your message and marketing overall. It definitely got me thinking again about how to improve the language I use everyday and I'm certain it will get you thinking too.
Without a doubt, The Language of Trust, is a must read for all marketing and PR professionals as well as anyone involved in the communications for their company. In this book, you will discover What to Say, How to Say It and Why It Matters. Now isn't that crucial to your business?
5 of 5 people found the following review helpful.
A communications playbook
By Ed Fontleroy
This book not only helps you think better about what you plan to say, but about what you are aleady saying in your creative copy, your social media, your industry outreach, and elsewhere. I approached this book as a "skeptic," if not entirely a cynic, but came away a firmly convinced believer that the author, Maslansky, has laid out an insightful playbook for how to communcate with maximum impact accross a broad range of topics, audiences and media. I highly recommend this book to anyone selling a product, an idea, or themself.
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