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This week on Trade Secrets, friend of the podcast Jenn Lee of Travel Planners International returns to talk about the kind of language travel advisors shouldn’t use when talking to clients. Co-hosts Jamie Biesiada and Emma Weissmann perform a sample dialogue for Jenn, and she takes Jamie, posing as an advisor, to task for all of her negative language (“I add value,” “What’s your budget?”). Jenn talks about why words matter, and the fact that, in her words, “People buy on emotion and justify logically.”

Further resources

The Fiercely Forward Travel Advisors Facebook group

Crucial Conversations: Tools for Talking When Stakes are High

Words that Sell: More than 6,000 Entries to Help You Promote Your Products, Services and Ideas

The companion to Words the Sell, More Words that Sell

Phrases that Sell: The Ultimate Phrase Finder to Help You Promote Your Products, Services and Ideas

Building a StoryBrand, by Donald Miller

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