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The Language of Trust: Selling Ideas in a World of Skeptics Hardcover – May 4, 2010
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From Publishers Weekly
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
-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 indispensible 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
Top Customer Reviews
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.Read more ›
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.Read more ›
Most Recent Customer Reviews
Let’s not kid ourselves. When it comes to money, emotions run deep. The authors describe the era after 2008 as “Post-Trust Era” charging much of the trust of the financial industry... Read morePublished 2 months ago by Steve Schullo
I ordered this book as a required reading for my Communications course for my MBA program. The book is really easy read and quick. Read morePublished 4 months ago by eyehave3es
Loved this book. Found it very relevant for the world of 'selling' that we are in.Published 18 months ago by Amazon Customer
A good book but not anything you have not heard before about how to connect with a prospect.Published on July 18, 2014 by Bill B
Love the message of this book! It trully does make you think about how word choices affect the audience when delivering the same message.Published on July 2, 2014 by BK