Book Review- The Language of Trust

A book I happened upon in a clearance bin at a local discount store, I was pleasantly surprised with The Language of Trust- Selling Ideas in a World of Skeptics by Michael Maslansky with Scott West, Gary DeMoss and David Saylor. Written as a book for business, The Language of Trust addresses the importance and proper use of language in what the authors call the "post-trust era" or PTE.

Previously, experts used to be sought out for their expertise. But now, with information so readily available through multiple sources (websites, blogs, social media, etc.), the need for "official" information is left to the determination of the seeker. In a society in which people are more skeptical than ever before, the way in which an idea is presented carries great weight. Connecting with an audience requires attention to the wording used, the context, as well as the medium being utilized.

Here are some great concepts detailed in the book:
Four Principles of Credible Communication-
Be Personal- The Personal Principle: It's not about you, it's about them
Be Plainspoken- The Plainspoken Principle: If they can't understand you, it's your fault
Be Positive- The Positive Principle: Negativity breeds Contempt
Be Plausible- The Plausibility Principle: Life isn't perfect; neither is what you are selling

The book is filled with great quotations, statistical information to support the positions taken, and practical advice for improving the quality of an individual's or organization's communication.