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So What?: How to Communicate What Really Matters to Your Audience 1st Edition

4.5 out of 5 stars 37 customer reviews
ISBN-13: 007-6092044741
ISBN-10: 0137158262
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Editorial Reviews

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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Product Details

  • Paperback: 160 pages
  • Publisher: FT Press; 1 edition (May 24, 2009)
  • Language: English
  • ISBN-10: 0137158262
  • ISBN-13: 978-0137158263
  • Product Dimensions: 4.9 x 0.6 x 7.9 inches
  • Shipping Weight: 5.6 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (37 customer reviews)
  • Amazon Best Sellers Rank: #164,403 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Paperback
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.
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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.
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Format: Paperback
"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.
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I totally get what Magnacca means and have been doing my best to put it in practice. Maybe I need to take a course or attend a few seminars, because no matter how I bring it, nobody seems to be paying any attention. Being genuine and delivering a message with care and real attention for the audience might still be the best way to go. I'll certainly continue incorporating Magnacca's advice into my pitch, at least until I have made it completely mine but for the time being, his advice isn't really paying off yet in terms of increased sales.
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One of the first lessons I learned in marketing was to answer the "What's In It For Me?" question in all my marketing (Some people say your audience is listening to the radio station "WII-FM"). I still believe that's the best way to start any marketing effort. Magnacca calls this the "So What?" question rather than "What's In It For Me?", but it comes to the same thing. Your audience, reader, listener, client or prospect doesn't care about your product or service unless you answer this question.

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)!
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Format: Kindle Edition Verified Purchase
If you find yourself writing or talking past the attention span of your audience or if you really just can't get people to listen, it's because they don't see what's in it for them.

READ THIS BOOK and learn why everyone is thinking SO WHAT? while you're talking until you get to the points that matter to them. If you take to long, you're hopes are probably lost. Get to the point up front and grab their attention!
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Generally most of us in business are much better at helping others craft their message than we are at crafting our own. We are too close to the topic and have too much to say. SO WHAT is a wonderful little book that makes it crystal clear that what we have to say doesn't matter. The only thing worth saying is what gets to the listener's "So what?" question. And then repeating it and repeating it.

This book was recommended to me by a friend, Bob. Thank you Bob for walking around with So What in your hand.
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