This DishyMix interview with Lois Kelly (above with son Ian) will restore your confidence that there are sophisticated communications professionals with maturity and elegance who understand how to tell a company or product story that gets absorbed.

Learn how to communicate your company’s proposition with more powerful outcomes on this week’s DishyMix podcast.

From deep in the cerebral cortex to the limbic nervous system - humans are wired to take in information through stories with an emotional hook. “Emotions are the most powerful ingredient for understanding,” says Lois. You can leverage the subconscious social-signaling that happens at the beginning of interactions to make more of your connections positive. And you’ll lean why big ears vs. big mouths are what matter.

In Lois’ book “Beyond Buzz: The Next Generation of Word-of-Mouth Marketing,” she states “unlike buzz marketing, which is someone recommending a good product or reviewing a disappointing experience, conversational marketing helps people make sense of ideas through two-way dialogues.”

Lois gives us the nine main ways humans like to engage in conversation. If you make your story one of aspiration or based on anxieties, or you use personalities or “glitz and glam,” or you make it how-to or seasonally related or you give listeners a heads up about an avalanche that’s about to roll or you take a counterintuitive or contrarian perspective, these angles will make your information get noticed.

If you tune your story to the level of a five year old mind, apparently that helps further your message too, as well all “make meaning,” even as adults, with our five-year-old minds. Essentially, don’t make your story about “features and benefits” — instead “give them something to talk about.” Great advice from a smart executive with a damned helpful book.

Listen now for this educational and entertaining show by one of the industry’s top authors and speakers.

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