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
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