Magnacca calls this the "So What? Your audience, reader, listener, client or prospect doesn't care about your product or service unless you answer this question. That's fine in theory, but how do you actually make it happen?
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This book is the answer. Part of it is convincing you to take this approach, but it also provides a lot of practical advice on how to use it. For example, it includes advice on how to write a compelling biography for yourself , plan for a meeting, write a positioning statement, and more.
An excellent book for all communicators who need to engage and persuade and that's all of us! Kindle Edition Verified Purchase. I have read more than practiced the principles presented in this book though I can attest my feeble attempts though timid are yielding surprising results. I am not sure if is all within my audience as I have noticed a new focus on my thoughts and the messages I want to honestly and earnestly convey.
I totally get what Magnacca means and have been doing my best to put it in practice.
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Maybe I need to take a course or attend a few seminars, because no matter how I bring it, nobody seems to be paying any attention. Being genuine and delivering a message with care and real attention for the audience might still be the best way to go. I'll certainly continue incorporating Magnacca's advice into my pitch, at least until I have made it completely mine but for the time being, his advice isn't really paying off yet in terms of increased sales. One person found this helpful. The book is organized in about pages containing 10 chapters all of which essentially convey one single central message i.
Mark has used a simple tone and has clearly illustrated with several examples that effective communication is a must have tool which, can make you a better marketer, presenter and orator. Every chapter of the book begins with a unique quote which tells us the theme for that chapter. My favorite quote from the book comes at the beginning of the 8th chapter: Kennedy announced his desire to land a man on the moon.
So What (Pink song)
My favorite phrase from the book is the title of chapter 7: I firmly believe that good preparation is absolutely necessary to make a solid presentation or speech. In summary, the book teaches how to be a better communicator by always keeping the audience in the mind. If you want to be a better sales-person, presentation-maker or public-speaker, this book is definitely worth a read. Generally most of us in business are much better at helping others craft their message than we are at crafting our own. We are too close to the topic and have too much to say.
SO WHAT is a wonderful little book that makes it crystal clear that what we have to say doesn't matter. The only thing worth saying is what gets to the listener's "So what? And then repeating it and repeating it. This book was recommended to me by a friend, Bob. Thank you Bob for walking around with So What in your hand.
This book is a quick read but absolutely full of strategic advice to anyone wishing to sell a product, a service or even an idea. I've recommended this book to many friends and colleagues and always hear back that it was definitely worth the time. Excellent communication techniques, and a book I come back to repeatedly just to refresh and keep in the forefront. Why should someone read your book, or buy your product, or listen to your speech?
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Every marketer should know the difference between features and benefits, and now the benefits you're selling are under scrutiny. In a world filled with more and more noise everything you're saying is quickly being put through the "so what" filter. This book will show you how to get through. And it's easy and fun to read. I read it in just a few hours, and will read it again. See all 44 reviews. Amazon Giveaway allows you to run promotional giveaways in order to create buzz, reward your audience, and attract new followers and customers.
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