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So What?: How to Communicate What Really Matters to Your Audience by Mark Magnacca

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CHAPTER 1WHAT YOU NEED TO KNOW IN 850 WORDS

"SHARPEN YOUR INTEREST IN TWO MAJOR SUBJECTS: LIFE AND PEOPLE. YOU WILL ONLY GATHER INFORMATION FROM A SOURCE IF YOU ARE INTERESTED IN IT."—JIM ROHN

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.

If you keep that in mind every time you make a speech, do a sales presentation, write a client a memo, or simply talk to someone in the hallway, you will do the following:

• Engage your audience because you are more relevant.

• Make more money.

• Get what you want in life.

In other words, if you help enough people get what they want, by showing or explaining how what you have can benefit ...

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