Friday, April 3, 2009

So What? How to Communicate What Really Matters to Your Audience

If you’ve ever wondered why some advisors land their messages every time and consistently get better results than their peers, it’s due to this: They have refined their ability to listen for what their clients, prospects, staff members and strategic partners want. They have internalized this vital skill – it’s second nature to them.

It’s second nature to Mark Magnacca. Mark is a professional motivator, consultant and speaker who develops training programs and presentations for the financial services industry. A few years back, I heard him deliver his speech, The Product is You!, based on his first book by the same name, at a conference. Mark’s enthusiasm was contagious as he shared key concepts from his Results Accelerator Program, including how to develop, internalize and use a well-crafted positioning statement.

In January 2009, Mark sent me a copy of the manuscript for his second book, So What? How to Communicate What Really Matters to Your Audience. This book is a terrific resource for financial advisors.

In a subsequent conversation, I asked Mark to tell me about his motivations for writing the book and to give me his current thinking on surviving and thriving in tough times.

See and hear what Mark told me:

So What?
An interview with Mark Magnacca
Published in Garrett News and Views
Marketing Minute with Marie Swift

Listen to this Best Practices podcast:
So What?
An interview with Mark Magnacca

Read this article published by MorningStar Advisor:
Finding a Hook to Client Communications

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