13 of 13 people found the following review helpful:
5.0 out of 5 stars
Simple, Effective and It Works, October 2, 2009
'Supercharge Your Success by Answering the One Question That Everyone Cares About:
SO WHAT?'
Now what?
A clear, concise reference 'bible' - set out so clearly, you'll start to think in those terms for any marketing plan/strategies that aims to captivate the audience into listening to what you have to offer that will make their lives better and which will be beneficial to them and their objectives, not yours or your course ideas or talk; that's the all important factor here, the audience and the benefits to them, not to you.
This book is a very useful practical guideline for helping the audience, the listeners, the readers and observers, obtain ideas, coaching, information and strategies in their long term objectives and plans, to achieve long term results, which in turn benefit others.
'Straight from Mark Magnacca, one of the world's leading sales consultants.'
You'll learn how to: set out a marketing plan; interest the audience into listening to the benefits they'll get from them and retain their interest, long term.
'How to Communicate What Really Matters to Your Audience' is what Mark Magnacca does in this book with clear, concise and memorable pointers and summaries. It'll really make you think differently about how to make your audience pay attention to what you have to offer to them and in turn to help them become better at what they do in life.
You come away from the book thinking of the 3 simple phrases referring to 'So What?' and immediately and instinctively put them into practice - they really are effective and they work.
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12 of 13 people found the following review helpful:
5.0 out of 5 stars
Useful, Brief, and Fun, December 20, 2009
How do you sell something? Do you start with "I want to tell you about _____?" Do you introduce yourself by your job description, then try your best to keep eye contact as your audience's attention wanders?
If you do, stop. The people you're addressing don't care about you or your offerings. Until you revamp your way of thinking, planning, and communicating, they'll continue to ignore you. In "So What," Mark Magnacca shows you how to communicate with your audience in an efficient, effective way.
The key, as the book's title suggests, is addressing the so what? factor. According to Magnacca, a sales expert and business building coach, your audience--whether they're prospects, existing clients, colleagues, or acquaintances-need to know how your product or service benefits them. Without knowing what's in it for them, your audience won't truly listen to you. You waste time and energy on sales tactics that don't work.
In his brief, useful book, Magnacca coaches readers through the process of solidifying a So What? mentality. You finish the book knowing how to make a pitch resonate, regardless of audience. The end result? Better returns, a bigger customer base, and improved communication skills.
Magnacca outlines 3-4 simple lessons in each chapter. Chapter 1 tells you to adapt a new (So What?) way of thinking. Chapter 2 describes how you need to put the needs of your audience first. Subsequent chapters cover how to find out what's most important to your audience, how to structure a presentation around that, how to properly prepare for a presentation, how to position yourself, how to present yourself, and how to keep yourself relevant. Although some lessons seem tangential--for example, "be authentic" seems like a superfluous reminder--the overall techniques in the book are helpful.
The author crafts each chapter in a way that convinces you the techniques work. Each chapter starts with a story, covering movies, sports stars, companies, politicians, Magnacca's own experience, and other scenarios. The stories illustrate why the lesson in the chapter is effective. Magnacca also infuses chapters with additional examples of how So What techniques have made real-life business communications more effective. The end of each chapter summarizes a list of key points, and how you can apply them to your situation.
The book is written to teach. It's simple and useful. You can breeze through it, but if you want to let Magnacca's sales techniques gain traction, you need to put some time and practice into his lessons. If you need a sales boost, a new perspective, or just new ideas, grab a copy.
(Review by Drea Knufken)
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