In a world saturated with commercial communication, the best way to effectively reach a customer is to tap into conversations he or she is already having. Essentially, that means showing the customer you can help him or her rectify a troublesome situation or achieve some sort of benefit. "The way you enter into such a conversation is to be highly specific, and use the same language that your clients use when they talk about their problem," writes Srikumar Rao, author of "Happiness at Work."

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