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How to Sell Yourself by Arch Lustberg

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CHAPTER 2
Selling Your Competence
 
 
There are four communication tools available to each of us:
■ Your mind.
■ Your face.
■ Your body.
■ Your voice.
I’m going to oversimplify matters by calling the way you use your mind the audience’s determination of your competence; and your face, body, and voice your likability. We can call your mind your “substance.” Your face, body, and voice your “style.” Or we can refer to your mind as “what you say,” and the other three as “how you say it.”
I realize that it’s an oversimplification. There are large areas of overlap, but it really helps me simplify and synthesize my points for you.

Your Competence

Let’s start with the audience’s perception of your competence. Your competence is reflected in the way you ...

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