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

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FT Press, May 6, 2009 - Business & Economics - 160 pages
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Supercharge your success by answering the one question everyone cares about, So What?: How to Communicate What Really Matters to Your Audience contains practical techniques, examples, and exercises proven with thousands of winning salespeople, straight from Mark Magnacca, one of the world’s leading sales consultants. 


It’s tough, but true–the people you’re trying to communicate with, sell to, or convince don’t really care about you. Nor do they care what you’re offering them–until they understand exactly how it’ll benefit them. If you recognize that one hard, cold fact–and you know what to do about it–you’ll make more money, achieve greater success, and even have more fun!


Magnacca shows you how to answer the “So What?” question brilliantly, every time–no matter who’s asking it or what you’re trying to achieve. This book will transform the way you communicate: You’ll use it every day to get what you want–in business and in life!


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Chapter 1 What You Need to Know in 850 Words
Chapter 2 Change Your Thinking Change Your Life
Chapter 3 How I Learned to Think This WayYou Can Too
Chapter 4 Your World ViewMaking the Invisible Visible
Chapter 5 Whats in It for Them?
Chapter 6 Who You Always Wanted to BeYourself
Chapter 7 Winging It Versus Orchestration
Chapter 8 Getting Your Audience Engaged
Chapter 9 Tie a String Around Your Finger
Chapter 10 Getting from Where You Are to Where You Want to Be
So What? A Final Word

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About the author (2009)

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.

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