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

by Magnacca, Mark

• ISBN13: 9780137158263
• ISBN10: 0137158262
• Edition: 1st
• Format: Paperback
• Copyright: 2009-05-14
• Publisher: Ft Pr

Summary

The people a business tries to communicate with, sell to, or convince don't really care about the business. Nor do they care what it is offering them--until they understand exactly how it will benefit them. In this book, world-renowned sales consultant Magnacca shows explains how to answer the "So What?" question brilliantly, every time.

Author Biography

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 on Cape Cod, Massachusetts, with his wife Kristen and two children. 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.

 

Table of Contents

About the Author	p. x
Foreword	p. xi
What You Need to Know in 850 Words	p. 2
Change Your Thinking, Change Your Life	p. 8
How I Learned to Think This Way-You Can, Too!	p. 14
Your World View-Making the Invisible Visible	p. 26
What's in It for Them?	p. 36
Who You Always Wanted to Be-Yourself	p. 52
Winging It Versus Orchestration	p. 72
Getting Your Audience Engaged	p. 86
Tie a String Around Your Finger	p. 104
Getting from Where You Are to Where You Want to Be	p. 120
So What? A Final Word	p. 128
Glossary	p. 134
Acknowledgments	p. 140
Index	p. 144
Table of Contents provided by Ingram. All Rights Reserved.

Excerpts

So What? So What? Praise for So What?"This book shows you how to make an instant connection based on trust and respect with each person you meet, faster and easier than you ever thought possible." Brian Tracy , Author of The Power of Charm"Sometimes the simplest ideas are the most powerful. I wish I had read So What? earlier in my sales career." Ed Cosgrove , EMC New Hire Program Manager"Everything you want exists just beyond your comfort zone. The So What Mindset will help you get there and make this new way of thinking a part of your daily experience." Robert Kiltz M.D. , Founder and Director, CNY Fertility Center"Whether talking with one person or addressing 1000, everyone can benefit from learning how to more effectively deliver our messages. So What? offers a simple, profound process that leads to quickly developing rapport and connecting with one's listenersevery time!" Barbara A. Culver , CFP, ChFC, CLU, AEP, Resonate, Inc., Purposeful Planning"Mark Magnacca's message is important for everyone, but especially for those of us in the financial services industry. In today's environment, knowing how to communicate effectively with clients is essential for their benefit and for ours. For example, ask yourself whether you've adequately explained to your clients the concept of risk...then go out and buy this book." Geoff Davey , President, FinaMetrica"In today's ever-competitive world, it is not enough to offer a superior service. You need superior communications skills so your message gets out. Mark Magnacca helps you be heard with the advice in his effective new book So What? " Richard Ferri , CEO Portfolios Solutions, LLC"So What? delivers! It's about time we have a book that shows us step-by-step how to act on the wisdom that 'It's all about the customer (or audience or prospect), not us.' In clear, concrete, and compelling language, Mark Magnacca guides us in crafting the message that authentically links our offerings to the audience's real needs and leads them to say 'Tell me more.' Read this book, cut through the complexity of client courtship, gain more of your ideal customers, and enjoy your work. That's the So What Benefit!" Ed Jacobson, Ph.D. , Author of Appreciative Moments: Stories and Practices for Living and Working Appreciatively ForewordYou are holding in your hands a book that offers you a new way of thinking, which will make you indispensable in any economic environment. It is also a book where the concepts and principles have already been proven and tested.Mark called me some ten years ago after reading my book, Inspire Any Audience , and said, "I want you to be my coach." I love, as he does, coaching those who wan