What to say, how to say it, and why it matters: communicating with authority and honesty in an age of mistrust. Still struggling through the financial crisis that began in 2008, consumers aren't buying traditional sales approaches anymore. So how do salespeople, corporate communicators, managers, and marketers sell their ideas, products, and services to a generation of customers who are more skeptical and less influenced by conventional marketing than ever before? Based on groundbreaking consumer research conducted with thousands of individuals, this step-by-step guide will help readers understand their audience and how to communicate effectively with them. Topics include: � The mechanics and mindset of communicating with trust and credibility � Choosing the right words: being positive, using plain English, being plausible, and personalizing a message � Structuring a message: putting benefits before features, context before specifics, engagement before discussion, and customers' interests before the company's � Case studies from personal finance, consumer products, public utilities, and other areas