Selling Ideas in a World of Skeptics
What to say, how to say it, and why it matters: communicating with authority and honesty in an age of mistrust. From the dot com bust in 2000 to the financial crisis of 2008 and the global pandemic of 2020, consumer trust in companies and institutions are at all-time lows. So how do corporate communicators, marketers, and salespeople sell their ideas, products, and services to a generation of customers who are more skeptical and less influenced by conventional marketing than ever before?
Based on groundbreaking consumer research conducted with over more than two decades with tens of thousands of individuals, Michael provide clear principles that can help you develop credible communication. This book will help you understand your audience and how to communicate effectively with them.
“Trust has never been more important in the corporate world – because there’s so little of it. For years, people have tried to figure out how to communicate trust. Now, finally, Michael Maslansky has unlocked the DNA of trust. Anyone who cares about their employees, their customers or their reputation has to read this book.”
– Dr. Frank Luntz, Author of Words That Work and
What Americans Really Want…Really
“Carving out the right words to create valid context and honest engagement in personal and professional communication today is just common sense. To successfully earn trust in face-to-face or FaceBook ™ communication, embracing the proven concepts in The Language of Trust is as important to your life as involunary breathing. Take it all in!”
– Thomas L. Harrison, LH.D., Chairman & CEO,
Diversified Agency Services division, Omnicom Group Inc
Michael Maslansky has written the ultimate guide to winning trust in a world that has lost it. He writes with wit, wisdom and a commendable absence of jargon.
If you are concerned about trust, and all of us should be, then this book is an indispensable starting point.”
Lord Gould, former polling and strategy adviser to Prime Minister Tony Blair,
and Deputy Chairman of Freud Communication.
Marketers, financial advisors and communicators of all types should take note of the lessons in this book. The financial crisis has raised the bar for our industry. Now more than ever, the burden is on us to better understand our audience, and to use the right language and approaches if we are to even have a chance of connecting with them. The Language of Trust provides insightful and practical guidance that our industry would do well to follow. More than most, Michael understands the enormous challenges we face, and The Language of Trust provides an essential set of tools and practical approaches for reconnecting with customers who may have lost faith in what we offer. It isn’t enough for us to have a good story to tell; we must also be able to tell a good — and credible – story. The Language of Trust will help any communicator who must win over a skeptical audience.
– Cathy Weatherford, CEO, Insured Retirement Institute
There are many books on effective communication, but this book is unique in the way it recognizes the importance of language and messaging as ways to build trust when talking to customers, partners or employees. “The Language of Trust” will help any executive who must communicate with strength and credibility.
– Suzanne Coulter, President, Polo Retail Corporation