So What?: How to Communicate What Really Matters to Your Audience, Adobe Reader

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It's a hard reality: the people you're trying to communicate with, sell to, or convince don't really care about you. Nor do they care about what you're offering them, until they understand exactly how it'll benefit them. If you start from that assumption every time you make a presentation, write a memo, or even talk to someone in the elevator, you'll make more money, grow your business, and have more fun. Of course, merely knowing what people care about is one thing...changing the way you communicate is a whole different matter. In So What, world-renowned sales consultant Mark Magnacca shows you how. You'll learn why the #1 question you need to answer is "So What: What's In It for Me?" Then, you'll learn exactly how to answer that question brilliantly, no matter who's asking it, or what you're trying to achieve. Drawing on his experience helping thousands of sales and management professionals become more effective, you'll learn how to instinctively anticipate and plan for the "So What" question... use the "So What Matrix" to clarify your value proposition... create great "So What" positioning statements... even build yourself a personal biography that passes the "So What Test" and powerfully differentiates yourself from your competition. This book won't stay on your shelf: it's a breakthrough tool you can use to improve every interaction you have and supercharge your success, in business and in life.

Table of Contents

About the Author     x

Foreword     xi

Chapter 1: What You Need to Know in 850 Words     2         

Chapter 2: Change Your Thinking, Change Your Life     8                    

Chapter 3: How I Learned to Think This Way–You Can, Too     14                           

Chapter 4: Your World View–Making the Invisible Visible     26                                            

Chapter 5: What’s in It for Them?     36                                                                       

Chapter 6: Who You Always Wanted to Be–Yourself     52   

Chapter 7: Winging It Versus Orchestration     72                                             

Chapter 8: Getting Your Audience Engaged     86                                                        

Chapter 9: Tie a String Around Your Finger     104                                          

Chapter 10: Getting from Where You Are to Where You Want To Be     120

So What? A Final Word     128

Glossary     134

Acknowledgments     140

Index     144