So What? How to Communicate What Really

The people a business tries to communicate with, sell to, or convince don't really care about the business. Nor do they care what it is offering them--until they understand exactly how it will benefit them. In this book, world-renowned sales consultant Magnacca shows explains how to answer the "So What?" question brilliantly, every time.

Mark Magnacca has invested the past 15 years on a search for what sets great communicators apart. So What? is the result of five years of work simplifying this powerful idea to book form. Each idea has been tested in his own life and business, as well as with a wide range of clients. Mark’s unique ability to bring these ideas to life will enable you to easily understand them and apply them in your own life.

As founder and president of Insight Development Group, Inc., his seminar and training programs have been featured in The New York Times, USA Today, and on CNN’s MoneyLine. Mark has helped thousands of entrepreneurs, salespeople, and executives adopt a So What Mindset that makes them indispensable in any economic cycle.

Mark lives on Cape Cod, Massachusetts, with his wife Kristen and two children. A graduate of Babson College, Mark is the author of The Product Is You and is a participant in the Strategic Coach Master’s Program.

About the Author	p. x
Foreword	p. xi
What You Need to Know in 850 Words	p. 2
Change Your Thinking, Change Your Life	p. 8
How I Learned to Think This Way-You Can, Too!	p. 14
Your World View-Making the Invisible Visible	p. 26
What's in It for Them?	p. 36
Who You Always Wanted to Be-Yourself	p. 52
Winging It Versus Orchestration	p. 72
Getting Your Audience Engaged	p. 86
Tie a String Around Your Finger	p. 104
Getting from Where You Are to Where You Want to Be	p. 120
So What? A Final Word	p. 128
Glossary	p. 134
Acknowledgments	p. 140
Index	p. 144
Table of Contents provided by Ingram. All Rights Reserved.

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So What? How to Communicate What Really Matters to Your Audience

Summary

Author Biography

Table of Contents

Supplemental Materials