Friday, September 3, 2010

New Book Advises Communicators: Watch Your Language

Michael Maslansky, head of a consulting firm founded by conservative pollster Frank Luntz, along with a trio of co-authors has written a handy and thought-provoking book for communicators, The Language of Trust: Selling Ideas in a World of Skeptics.

It's filled with tips for creating a "language of trust" by revising the words and phrases you use to inform and persuade today's "post-trust" audiences.

Maslansky's advice is research-based (which should comfort most business people) and anchored on the well-proven social theory that the emotional "frames" surrounding any subject ossify people's views on that subject.

Or as the author puts it, "The language of trust is based on a belief that your communication can change people's minds about an issue or product but rarely can you change that person's view of the world."

Maslansky neatly captures four principles communicators should follow if they hope to overcome an audience's skepticism: be personal, plainspoken, positive and plausible.

Of themselves, the four chapters devoted to these principles make the book worth reading.  But there's lots more good stuff inside the book, as well.

But don't trust me.

Read it and see for yourself.
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