The Language of Trust: Selling Ideas in a World of Skeptics

by Maslansky, Michael; West, Scott; Demoss, Gary; Saylor, David

• ISBN13: 9780735204560
• ISBN10: 073520456X
• Format: Paperback
• Copyright: 2011-05-03
• Publisher: Penguin Group USA

Summary

What to Say, How to Say It, Why It Matters 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. The Language of Trustis for anyone who must sell ideas, products, services, or even themselves to a public that just doesn't want to hear it. Based on pioneering consumer research, The Language of Trustshows you how to regain the confidence of your clients and customers and communicate with them on their terms. 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.

Author Biography

Michael Maslansky is one of corporate America's leading communication and research strategists and CEO of Maslansky Luntz Partners, a language strategy and research consultancy with offices in New York and Washington, DC.

Table of Contents

Acknowledgments	p. vii
Welcome to the World of Skeptics	p. ix
The New Language of Trust	p. 1
America's Post-Trust Era	p. 3
It All Starts with Words	p. 25
The Four Principles of Credible Communication	p. 53
Be Personal	p. 57
Be Plainspoken	p. 71
Be Positive	p. 89
Be Plausible	p. 111
The New Word Order	p. 127
Getting to Listen: Engagement Before Discussion	p. 133
It's Not About You: Putting Their Interests Before Yours	p. 159
That's Not What I Meant: Context Before Specifics	p. 181
The Medium and the Message	p. 209
The Language of Trust in a Digital World	p. 213
The Anti-Trust Laws: Twenty Banned Phrases	p. 231
Epilogue: Building a New Age of Trust	p. 243
Endnotes	p. 249
Index	p. 253
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