Customer Reviews

So What?: How to Communicate What Really Matters to Your Audience

5 star:		(15)
4 star:		(4)
3 star:		(1)
2 star:		(0)
1 star:		(0)

 

 

'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.

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)

"So What?" is profound in its simplicity and effectiveness. It has me reviewing and rethinking my approach to my business and my work. In these economic times, it was a boast I needed."

And here is the tangible 'so what' about that: One idea has already resulted in a new client.

This book's main concept is a good one--ask yourself why anyone cares about the point you are about to make, and you may decide to present your case differently. I had higher expectations based on all the five-star reviews...now I'm wondering if the reviewers may be colleagues of the author?

Suspicions aside, this book is short, to the point, and a worthwhile read. I recommend this text if you are not making the sales you hope to make or if your audience is not giving you the response you were hoping for. I did learn something from this book, but it could have offered more real world examples of how asking "So What?" resulted in significant change.

Years ago I learned that everyone was tuned to the same radio station, WIIFM, "What's In It For Me". Mark Magnacca provides wonderful examples of how true this is and practical strategies to make certain it becomes your focus helping you connect with your audience.

This is a quick and easy read - you can blitz through it in a couple hours and take away several good ideas for being a better communicator. Given the recessionary pressures and realities of the times, it is more important than ever to be able to connect in a meaningful way with our clients, bosses, staff members, prospects, etc.

And no matter how good we think we are, we can all get better at connecting with people and making sure we provide interaction that really matters. When we communicate what really matters, we engage people in "possibility thinking" and reinforce the value we provide in a way that resonates with them. That means a more enriching life and business experience - all the way around.

In addition to being a book author and coach to professionals nationwide, Mark Magnacca is an incredible motivational speaker. If you ever get a chance to hear him "live" or via webinar, don't miss him. The next best thing would be to read his books (there are 2 now) and sign up for his 21 Day Challenge at [...]

- Marie Swift, Communications Consultant
Columnist for Morningstar Advisor and Research magazine
[...]

This book is inspirational and, more importantly, it actually has something you can use in real life.

If not for the focus on professional services (ie selling financial services), I would have given this book 5 stars. With that said, I still found the vast majority of the book to be applicable to me (I'm a product manager). The book was really meaty, very little fluff. I really enjoyed working through it. I finished it over a weekend picking it up off and on while working through the advice presented. I have no doubt that I will benefit from what I have learned from this book. I highly recommend it.

Why should someone read your book, or buy your product, or listen to your speech? Every marketer should know the difference between features and benefits, and now the benefits you're selling are under scrutiny. In a world filled with more and more noise everything you're saying is quickly being put through the "so what" filter. This book will show you how to get through.

And it's easy and fun to read. I read it in just a few hours, and will read it again.

It's a no-brainer.

Do you know why people daydream during business presentations?

Mike Magacca knows.

So What? will teach you how to get people to listen to your speech, not look out the window, not play with their Blackberries, but listen and consider your ideas.

If you want to make your next presentation a knockout, read this book. The process is simple, fast and your audience will thank you for it.