Why Perceptions Really Matter
The Language of Trust: Selling Ideas in a World of Skeptics is a book about how to use language to undo the skepticism that a world of too much spin has created.
The book is based on more than a decade’s worth of research into how consumers and the public respond emotionally to often complex, difficult and controversial topics. Whether your goals are corporate positioning, introducing a new product, or re-framing the policy debate, language carries more influence than you might fully realize.
Your Truth vs. Their Truth
Most communicators believe they can “set the record straight” if only they can get people to understand their point of view—the “truth.” Except that “your truth” is not what matters to people. Only one view of the truth matters, namely that of your audience. By shifting your perspective into the worldview of your audience, you can dramatically increase the acceptance factor of your message.
Unfortunately, the truth will not always set you free. We live in a world of competing facts and storylines. The secret is learning to talk and mirror how your audience sees the world.