- Paperback: 160 pages
- Publisher: FT Press; 1 edition (May 24, 2009)
- Language: English
- ISBN-10: 0137158262
- ISBN-13: 978-0137158263
- Product Dimensions: 5 x 0.4 x 8 inches
- Shipping Weight: 5.6 ounces (View shipping rates and policies)
- Average Customer Review: 44 customer reviews
- Amazon Best Sellers Rank: #369,338 in Books (See Top 100 in Books)
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So What?: How to Communicate What Really Matters to Your Audience 1st Edition
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From the Back Cover
SO WHAT?How to Communicate What Really Matters to Your Audience MARK MAGNACCA Supercharge Your Success by Answering the One Question That Everyone Cares About: Answer the "So What?" question quickly, succinctly, convincingly-every time! Practical techniques, examples, and exercises proven with thousands of winning salespeople. Straight from Mark Magnacca, one of the world's leading sales consultants. For all your personal interactions-in business and in life! It's tough, but true-the people you're trying to communicate with, sell to, or convince don't really care about you. Nor do they care what you're offering them-until they understand exactly how it'll benefit them. If you recognize that one hard, cold fact-and you know what to do about it-you'll make more money, achieve greater success, and even have more fun! In this book, world-renowned sales consultant Mark Magnacca shows you how to answer the "So What?" question brilliantly, every time-no matter who's asking it or what you're trying to achieve. This book will transform the way you communicate: You'll use it every day to get what you want-in business and in life! About the Author xForeword xiChapter 1 What You Need to Know in 850 Words 2Chapter 2 Change Your Thinking, Change Your Life 8Chapter 3 How I Learned to Think This Way-You Can, Too! 14Chapter 4 Your World View-Making the Invisible Visible 26Chapter 5 What's in It for Them? 36Chapter 6 Who You Always Wanted to Be-Yourself 52Chapter 7 Winging It Versus Orchestration 72Chapter 8 Getting Your Audience Engaged 86Chapter 9 Tie a String Around Your Finger 104Chapter 10 Getting from Where You Are to Where You Want to Be 120So What? A Final Word 128Glossary 134Acknowledgments 140Index 144
About the Author
Mark Magnacca has invested the past 15 years on a search for what sets great communicators apart. So What? is the result of five years of work simplifying this powerful idea to book form. Each idea has been tested in his own life and business, as well as with a wide range of clients. Mark's unique ability to bring these ideas to life will enable you to easily understand them and apply them in your own life.
As founder and president of Insight Development Group, Inc., his seminar and training programs have been featured in The New York Times, USA Today, and on CNN's MoneyLine. Mark has helped thousands of entrepreneurs, salespeople, and executives adopt a So What Mindset that makes them indispensable in any economic cycle.
Mark lives in the Boston area with his family. A graduate of Babson College, Mark is the author of The Product Is You and is a participant in the Strategic Coach Master's Program.
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Top customer reviews
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In the new technology tradition, twitter -->
IMHO Well worth your time and $ to read
That's fine in theory, but how do you actually make it happen? This book is the answer. Part of it is convincing you to take this approach, but it also provides a lot of practical advice on how to use it. For example, it includes advice on how to write a compelling biography (for yourself), plan for a meeting, write a positioning statement, and more.
An excellent book for all communicators who need to engage and persuade (and that's all of us)!
"The difference between the right word and almost the right word is the difference between lightning and a lightning bug." -- Mark Twain
I also enjoyed reading the examples of how Coca-Cola came to market domination and how President John F. Kennedy announced his desire to land a man on the moon. My favorite phrase from the book is the title of chapter 7 : "winging it versus orchestration". I firmly believe that good preparation is absolutely necessary to make a solid presentation or speech.
In summary, the book teaches how to be a better communicator by always keeping the audience in the mind. If you want to be a better sales-person, presentation-maker or public-speaker, this book is definitely worth a read.
The book provides some useful advice for personal networking. Everyone gets asked, "What do you do for a living?" and the author recommends that you prepare in advance a clear and compelling answer to that question that is relevant to your audience. He calls the answer a "So What Positioning Statement", and the book gives directions on how you can prepare and deliver one that is likely to capture the attention of the person you are talking to.
The core idea behind the book seems quite simple, and before reading it I wondered whether the book would be filled with simplistic platitudes. I was pleased to discover that my initial suspicions were completely unfounded. The writing style is highly engaging and the content, although quite short, is very useful. I intend to put into practice a number of the things that the author has suggested. I highly recommend the book to anyone who has a message to communicate or a product or service to sell.
Most recent customer reviews
Quick read, it will improve your communication