Synopses & Reviews
Trust is dead. Now what? Living through the horror of 9/11 era, the 2008 financial collapse, and a lifetime of accumulated consumer experiences, Americans are more skeptical now than at any other time in our history. They think financial services companies will take their money. Pharmaceutical companies put profits over patients. Politicians are all liars. And corporations will do anything for a dollar. At the same time, the public has access to more information and more viewpoints. Major corporations and mommy bloggers find themselves on equal ground in the fight for attention and credibility. And for every fact and statistic that supports one side of an argument, a quick Google search can reveal an equally compelling alternative view of the world. Communicating in this difficult environment requires more than selling products or telling stories. The only way to reach consumers who are more sophisticated and skeptical of marketing than ever is to re-establish credibility. Doing so requires an entirely new language: the language of trust. The Language of Trust: Selling Ideas in a World of Skeptics is an audio book about how to use language to undo the skepticism that a world of too much spin has created. Based on more than a decade's worth of research into how consumers and the public respond emotionally to communication, we explore new words, new phrases, and new communication techniques to address situations where there appears to be a failure to communicate. In the process, you will learn how your audience thinks, and this new approach to communicating can help you to sell your products, your company, your ideas, your story, and even yourself. But most importantly, this audio book gives you the tools to use language that builds, or rebuilds, trust, when the facts, actions, and record are on your side, but you just can't quite get over that last hurdle - acceptance.
This audio book gives you the tools to use language that builds, or rebuilds, trust, when the facts, actions, and record are on your side, but you just can't quite get over that last hurdle - acceptance.
Trust is dead. Now what? If you're trying to sell something--whether it 's a product, a service, or an idea--you are facing a new era of consumers who listen less and question more. Armed with more knowledge and jaded by a lifetime of unfulfilled promises, these consumers reject the traditional approach to sales and marketing. But what if you have something good to say and can't get beyond this skepticism? To engage today's consumer, a new language of trust is needed. In this groundbreaking audio book, you'll learn what words to use, what words to lose, and how to structure your message to overcome skepticism and build and keep the trust of your audience.