Chapter 1 - What You Need to Know in 850 Words

[Diamond Website Conversion]

This chapter does a great job of doing just what Mark Magnacca is going to teach us to do—communicate something other than “this is what I’m going to sell you” to the customer (in this case, us!). It begins by telling us the value of his book on the very first page of text. The bulleted list on page 3 offers some very tantalizing prizes for being able to become a “So-What communicator.” Being interested in the customer’s needs and communicating that interest is a vital part of communicating the value that your product can give to them.

The three take-away ideas are the most important things to remember about this chapter. The great thing about a book focused on communication is that these points often apply not only to business, but to life in general as well. What do you anticipate will be the hardest part of learning how to communicate more effectively?

[Helen]

The hardest part for me in my business is finding a way to discover what the customer is looking for. I usually don't have a direct line of communication with my customers. So I need to discover their needs other ways, and then, to keep those needs in mind as I communicate on our website why they should purchase our products. I don't tend to be sales-focused by nature, so all of this is a very necessary stretch for me to take.

[Shelby]

I'm liking this book already! It was cool that the author employed the "So What" technique from the very beginning; letting us know as the readers how this book will benefit us. It is very engaging and it leaves me excited to learn more. This chapter reminds me of the law of karma. How every action generates a force of energy that returns to us in like kind — what we sow is what we reap. When we choose actions that bring happiness and success to others, the fruit of our karma is one of happiness and success.The fastest way to get more is to give more. I look forward to applying this way of thinking to my personal life and business.

[Hope]

I think that it's amazing just how applicable this book is to both those things: personal life and business, I mean. We communicate all the time, with everyone, even when we're not saying anything. Even something as solitary as driving is a cooperative act full of communication with other people. Learning to be a more effective, "better" communicator can impact all facts of your life, and the author did a great job of communicating that!

[Anne]

This is going to be a great book! The title is unique, but the opening story behind it makes it a compelling read. I like the fact that the take away ideas are really very similar to sales 101: audience benefit.This is true whether it is a telephone call, a letter or an email.