The Language of Trust: Selling Ideas in a World of Skeptics(I***N=9780735204560) 电子版 免费 pdf 下载 azw3 fb2 caj mobi

What to say, how to say it, and why it matters: communicating with authority and honesty in an age of mistrust.

Still struggling through the financial crisis that began in 2008, c***umers aren't buying traditional sales approaches anymore. So how do salespeople, corporate communicators, managers, and marketers 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 c***umer research conducted with thousands of individuals, this step-by-step guide will help readers understand their audience and how to communicate effectively with them.

Topics include:

• The mechanics and mindset of communicating with trust and credibility

• Choosing the right words: being positive, using plain English, being plausible, and personalizing a message

• Structuring a message: putting benefits before features, context before specifics, engagement before discussion, and customers' interests before the company's

• Case studies from personal finance, c***umer products, public utilities, and other areas

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书籍介绍

What to say, how to say it, and why it matters: communicating with authority and honesty in an age of mistrust.

Still struggling through the financial crisis that began in 2008, c***umers aren't buying traditional sales approaches anymore. So how do salespeople, corporate communicators, managers, and marketers 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 c***umer research conducted with thousands of individuals, this step-by-step guide will help readers understand their audience and how to communicate effectively with them.

Topics include:

• The mechanics and mindset of communicating with trust and credibility

• Choosing the right words: being positive, using plain English, being plausible, and personalizing a message

• Structuring a message: putting benefits before features, context before specifics, engagement before discussion, and customers' interests before the company's

• Case studies from personal finance, c***umer products, public utilities, and other areas