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

SO WHAT?
How to Communicate What Really Matters to Your Audience

MARK MAGNACCA

Supercharge Your Success by Answering the One Question That Everyone Cares About:

Answer the “So What?” question quickly, succinctly, convincingly–every time!

Practical techniques, examples, and exercises proven with thousands of winning salespeople.

Straight from Mark Magnacca, one of the world’s leading sales consultants.

For all your personal interactions–in business and in life!

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!

In this book, world-renowned sales consultant Mark 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!


About the Author x
Foreword xi
Chapter 1 What You Need to Know in 850 Words 2
Chapter 2 Change Your Thinking, Change Your Life 8
Chapter 3 How I Learned to Think This Way–You Can, Too! 14
Chapter 4 Your World View–Making the Invisible Visible 26
Chapter 5 What’s in It for Them? 36
Chapter 6 Who You Always Wanted to Be–Yourself 52
Chapter 7 Winging It Versus Orchestration 72
Chapter 8 Getting Your Audience Engaged 86
Chapter 9 Tie a String Around Your Finger 104
Chapter 10 Getting from Where You Are to Where You Want to Be 120
So What? A Final Word 128
Glossary 134
Acknowledgments 140
Index 144

I'm still a rock star, I got my rock moves, and I don't need you... And guess what, I'm havin' more fun, and now that we're done, I'm gonna show you tonight, I'm alright, I'm just fine and you're a fool... So, so what?! I am a rock star, I got my rock moves and I don't want you tonight~

Gruppo Storico Montemurlese Figuranti Rocca Pieve

Strobist upper left.
Dear "Lampista" I used 1 flash only .... so, what do you want??

“Taha Muhammad Ali speaks with an emotional forthrightness. . . . He has developed a style that seems both ancient and new, deceptively simple and movingly direct.”—The Washington Post

Taha Muhammad Ali is a revered Palestinian poet whose work is driven by vivid imagination, disarming humor, and unflinching honesty. As a boy he was exiled from his hometown, but rather than turning to a protest poetry of black-and-white slogans to convey this loss, he has created art of the highest order. His poems portray experiences that range from catastrophe to splendor, each preserving an essential human dignity.
Neither music
fame nor wealth,
not even poetry itself,
could provide consolation
for life’s brevity,
or the fact that King Lear
is a mere eighty pages long, and comes to an end,
and for the thought that one might suffer greatly
on account of a rebellious child.

So What will include Arabic en face and introductions by co-translators Gabriel Levin and Peter Cole. Muhammad Ali will be one of the international poets featured at the 2006 Dodge Poetry Festival, and he will embark on a reading tour of the United States in the fall of 2006.