What to Say, How to Say It, Why It MattersIf you're trying to sell something-whether it's a product, a service, or an idea-you are facing a new era of consumers who listen less and question more. The Language of Trust is for anyone who must sell ideas, products, services, or even themselves to a public that just doesn't want to hear it.Based on pioneering consumer research, The Language of Trust shows you how to regain the confidence of yo...