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books, business, communication

Beginning: Book Review – The Language of Trust

“Are you really listening or are you just waiting for your turn to talk?” ~ Robert Montgomery

Do you remember a time when trust was where a relationship started? I have trouble remembering those times. I’m sure there was a time when trust was the norm, in the same way that our legal system once started with “innocent until proven guilty.” Now, we are a society of skeptics and cynics, but can you blame us? We feel cheated and lied to by companies, by our government, by our employers or former employers. The recession exposed a very sad and dangerous truth – we participated in an economy and a way of doing business that really was too good to be true. Double-digit positive returns are tough to sustain. We knew that, but we went along for the ride. In Margaret Heffernan’s words, we willed ourselves into blindness. We feel let don and disappointed and we have no one to blame but ourselves, which is too much to bear so we blame everyone else.

Enter Michael Masloansky, Scott West, Gary DeMoss, and David Saylor with the book The Language of Trust: Selling Ideas in a World of Skeptics. In all of our economics mayhem, we forgot how to talk to people in an authentic way. We forgot how to put others first. We’ve been so busy making excuses that we forgot to take responsibility. This book is meant to help us get back on track in the post-trust era (PTE).

It’s got some tough advice for us that is not going to be easy to hear, though not as hard to act upon as we might think. It gives us language guidelines under the very simple yet priceless principle that people believe what they understand. In other words, “Don’t be a wonk.” Drop the jargon and communicate in real language, not language that you think gives you some kind of desired image. And no one is interested in why you did something that was not in their best interest so drop that game altogether; it’s a battle that’s lost before it’s even started. Take responsibility and do better going forward.

The book lays out real world examples of communication gone right (Jetblue and Conservation International) and communications gone wrong (Toyota). It breaks down what worked so beautifully in the successful examples and how the unsuccessful examples can be improved. These examples give marketers (and that includes all of us who work on our own personal brand as well) a way to compare our current communication tactics against these examples, essentially creating a map for us to communicate more authentically with our audience.

This book should be well-worn after continuous consultation by marketers of all stripes. We’re living in a new age where trust must be earned at every moment. It’s a world of missteps from well-intentioned actions. In some ways, we may feel like we can’t win in this world of skeptics. Don’t throw in the towel. You can win – it’s just going to take a whole lot more work that it did prior to the PTE. The Language of Trust can help. Available in bookstores starting today.

About Christa Avampato

The short of it: Writer. Health, education, and art advocate. Theater and film producer. Visual artist. Product geek. Proud alumnae of the University of Pennsylvania (BA) and the Darden School of Business at the University of Virginia (MBA). Inspired by ancient wisdom & modern tech. Proliferator of goodness. Opener of doors. Friend to animals. Fan of creative work in all its wondrous forms. I use my business skills to create passion projects that build a better world. I’ve been called the happiest New Yorker, and I try hard to live up to that title every day. The long of it: My career has stretched across Capitol Hill, Broadway theatre, education, nonprofit fundraising, health and wellness, and Fortune 500 companies in retail, media, entertainment, technology, and financial services. I’ve been a product developer and product manager, theater manager, strategic consultant, marketer, voice over artist, , teacher, and fundraiser. I use my business and storytelling to support and sustain passion projects that build a better world. In every experience, I’ve used my sense of and respect for elegant design to develop meaningful products, services, programs, and events. While building a business career, I also built a strong portfolio as a journalist, novelist, freelance writer, interviewer, presenter, and public speaker. My writing has appeared in The Washington Post, The Huffington Post, PBS.org, Boston.com, Royal Media Partners publications, and The Motley Fool on a wide range of topics including business, technology, science, health, education, culture, and lifestyle. I have also been an invited speaker at SXSW, Teach for America, Avon headquarters, Games for Change, NYU, Columbia University, Hunter College, and the Alzheimer’s Foundation of America. The first book in my young adult book series, Emerson Page and Where the Light Enters, was acquired by a publisher and launched in November 2017. I’m currently working on the second book in the series. A recovering multi-tasker, I’m equally at home in front of my Mac, on my yoga mat, walking my rescue dog, Phineas, traveling with a purpose, or practicing the high-art of people watching. I also cut up small bits of paper and put them back together as a collage artist. My company: I’m bringing together all of my business and creative career paths as the Founder of Double or Nothing Media: • I craft products, programs, and projects that make a difference; • I build the business plans that make what I craft financially sustainable; • I tell the stories that matter about the people, places, and products that inspire me. Follow my adventures on Twitter at https://twitter.com/christanyc and Instagram at https://instagram.com/christarosenyc.

Discussion

2 thoughts on “Beginning: Book Review – The Language of Trust

  1. I really like the quote that you used for your latest post.

    Like

    Posted by Donavan | May 5, 2011, 12:44 pm

I'd love to know what you think of this post! Please leave a reply and I'll get back to you in a jiffy! ~ CRA

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