The Language of Trust

by Michael Maslansky

What to say, how to say it, and why it 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

The mechanics and mindset of communicating with trust and credibility

Choosing the right being positive, using plain English, being plausible, and personalizing a message

Structuring a 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

Genres: Business, Nonfiction, Management, Buisness, Leadership

Audible Audio

First published May 4, 2010

Reviews

[Diego · Rating 3 out of 5]

Class assigned. There is good stuff in here, but I feel like I already carry out the good advice, so it seemed common sense to me.

[Andrea James · Rating 2 out of 5]

2.5 stars. I think if I'd read this book when it first came out in 2010, I might have given it a higher rating. But the current climate of Brexit, Trump, empty Instagram successes, where falsehoods/non-nuanced statements somehow seem to be working, I'm feeling too worn out.

To be clear, I still go for honesty regardless. I'm just weary seeing good people go relatively unnoticed while loud promises/oversimplification get snapped up.

[Nat · Rating 4 out of 5]

Overall a good book with useful insights, but it’s very obviously written from someone who comes from a certain identity (rich white dude). All of the principles seem relatively universal, but I wish there was commentary on how communication and trust inevitability take on different forms for different minority groups.

[Kate Kellner · Rating 1 out of 5]

Thanks, I hated it 💁‍♀️

I read this book as part of a professional book club. Though it's only about 10 years old and the information should still be relevant, this book has not aged well.

The author seems to be very privileged and have a very narrow worldview. The audience he spoke to was very clearly other people just like him.
The tone was condescending, the examples were cringe worthy, and most of the mentioned studies and focus groups never had results cited, not even a footnote. The author mentions a list of 20 "Banned phrases" to help build trust, and one of them is "Trust me..." Ironically, the tone of this whole book was, "you should trust me because this is my job."

The information shared was anecdotal without supporting information, and honestly felt like a regurgitated information I got from my undergrad communications courses.

If you're reading this review to figure out if you should read or pass. Pass and save your time and money.

[Ranaldo Shorter · Rating 5 out of 5]

A useful ear full. Points from experience expressed have changed and inspired much of what I want to think about. References during the time of this book have high value helping me reach accomplishing my goals. You should read this book.

[Tara Beck · Rating 4 out of 5]

This was a pretty good book, and helpful on better communication in general. They give practical tips that you can apply right away. I would recommend giving it a read if you want to improve communication and especially if you're in the world of sales.

[Josh Mains · Rating 5 out of 5]

My key takeaway from this book was to simply address the elephant in the room. The transparency has served me well. Free value, then when the relationship it set introduce the payment. It's done me well with PT and has led to me making some great connections.

[Drew Williams · Rating 4 out of 5]

A detailed look at connecting with people and engaging them with honesty and by finding some common ground. The best part is, while they offer techniques they state clearly that if you are not honest and sincere, the techniques ultimately won't work.

[Alexandre Lapointe · Rating 5 out of 5]

good book

[Michele · Rating 1 out of 5]

Dated and a rambling format. I didn’t get much out of it.

[Sheyanne]

Read it for school. Comes from a very close minded and privileged point of view. Also it is completely outdated at this point so idk why we had to read it.

[Sharon · Rating 5 out of 5]

Very helpful understanding today's world

[Tullius · Rating 4 out of 5]

This was an absolutely fantastic book. My only issue with it is that there isn't a follow-up book on it. There's some views in it that need a bit of updating, but beyond that, it was fabulous. Maslansky definitely has a good amount of sales experience because the only way you learn so many of these tips and tricks is with experience.

We live in a world that is hyper-cynical and increasingly more hostile towards businesses that sell. It's just the reality of the times. Many of Maslansky's methods are top-notch advice to those who are entering a sales environment. The days of fear-based and in your face sales are long gone, and people are more educated than they were in the times when those methods were effective. The personal connection is more important than it's ever been, and I would say it's gone even further than it was when this book was written (2008 or 2010, I believe). I would love to see his new tips and advice in 2025.

[Robin Reed · Rating 5 out of 5]

Fantastic read for communicating ideas

Really amazing read. As a salesperson of 20 years, trained by the old pros, I dislike sales tension and have had to UNLEARN all the crappy closes that erode trust and make my job horrible. This is a great stepping stone towards building my business of dedicated service and being a trusted authority. Thank you!

[Tim · Rating 4 out of 5]

Straightforward business book, a must-read for Marketing Communications professionals. Explains clear the language of trust and how to explain ideas for the modern consumer. I liked how this book delved into the causes behind skepticism and what words to use to counter that.
With working in the Financial Services industry, the examples were very useful.

[David Donhoff · Rating 4 out of 5]

A pretty decent book. I was a bit dissapointed, however, that the authors apparently still lean toward "infuential" messaging, rather than the flatter "offer and accept/decline" communication pattern.

[Lisa · Rating 5 out of 5]

Best business book I've read in 2012. Everyone with communication or marketing accountabilities should read and practice this.

[Alex Wymore · Rating 5 out of 5]

Insightful and easy to read. As a business owner, I learned a lot that I will be able to implement in my own business, and I would highly recommend to anyone in business, politics, or sales.

[Anne Martens · Rating 3 out of 5]

Frank Luntz protege talks persuasion. There's some good stuff in here but nothing mind-blowing.