How To Communicate What Matters

 July 15, 2009

Interview with Mark Magnacca author of So What?: How to Communicate What Really Matters to Your Audience

www.markmagnacca.com
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Mike Carruthers:
Whether you're trying to get your kids to brush their teeth or sell somebody on a multi-million dollar project, there is one important fact about communication.

Mark Magnacca:
The people you are trying to communicate with - to sell to or convince - they don't really care about you until they understand what's in it for them.

Mark Magnacca

 Mark Magnacca, author of the book So What?: How to Communicate What Really Matters to Your Audience.

If you recognize that one cold hard fact and you really know what to do about it, you can make more money, you can achieve more success regardless of the economic cycle.

So for example, on a job interview when you are talking about yourself, phrase what you have to say in terms of how your abilities can help the employer - explain what's in it for them.

And even talking to your kids about why they need to do their homework - the ability to thread it back to something that actually matters to them is what motivates people to act - understanding their own self-interest and why they should care.

And in doing your homework you may find that maybe they don't care. A good example of that was the AT&T picture phone which was introduced in 1963.

AT&T spent $3 billion. And what they found by 1973 as they had tried to promote this thing and get people to use it, was one simple fact… people don't care enough to look at each other on the telephone to pay the premium that it costs.

To listen to the complete unedited interview, click here.