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