Clear guidelines for effective communication

“The people you are trying to communicate with, sell to, or reach don’t really care about you, or what you have to offer, until they know how what you have can benefit them,” according to Mark Magnacca in his book So What? How to Communicate What Really Matters to Your Audience. It sounds simple enough, but it is difficult to do: you need to consider what is important to your audience before you attempt to communicate with them.

The book provides some useful advice for personal networking. Everyone gets asked, “What do you do for a living?” and the author recommends that you prepare in advance a clear and compelling answer to that question that is relevant to your audience. He calls the answer a “So What Positioning Statement”, and the book gives directions on how you can prepare and deliver one that is likely to capture the attention of the person you are talking to.

The core idea behind the book seems quite simple, and before reading it I wondered whether the book would be filled with simplistic platitudes. I was pleased to discover that my initial suspicions were completely unfounded. The writing style is highly engaging and the content, although quite short, is very useful. I intend to put into practice a number of the things that the author has suggested. I highly recommend the book to anyone who has a message to communicate or a product or service to sell.

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