4 Things People need, to Understand Information – Conversational Marketing – Part 4

In “Beyond Buzz,” Lois Kelly, gets it done when it comes to making the message of our businesses (read churches) known in our communities. She of course is writing to a business context, but I think we can learn much from her as it relates to our ability to provide “Meaningful Conversations” about what God is doing for the people of our churches. In chapter 2, she gives 4 things that must be present in order for people to pay attention, understand what is being said, and then process and remember it. (read internalize the message and see it actually change their life.) The more I read this book, the more I think it could be used in preaching classes in seminaries across the country!

1. Relevancy. Because of the overwhelming volume of information that people are exposed to today, we humans have an innate “filter” on all the time that is asking, “What does this mean to me? If people can’t correlate what we’re talking about to where they live, they zone out pretty quick”. Wow.
2. Emotion. She says that neurologists have proved that Emotion is “the most powerful ingredient for understanding.” In other words, we live in a culture that is screaming out, “I dare you to move me!” Is it possible that we aren’t “moving” people with the words we’re saying? The other part of emotion is asking, “how does this make me feel? Do I feel stronger? more powerful? more hope-filled then when I came in? Excellent questions for pastors and communicators. People are dying to be inspired to become all that God wants for them to become!!!
3. Context. People want to know how what we’re talking about fits into the larger picture of life in general and into the larger picture of their life. Again, we can’t just desiminate information for information’s sake. It has to be placed against the backdrop of their larger lives. Asking questions like, “What arena are our listeners operating in on a daily basis? Am I speaking to that context?
4. Pattern-Making. Experts say that the human brain is constantly processing information by looking for patterns. We long for order and consistency. This is connecting the dots for people. We can’t assume that people can automatically apply what they’re hearing and receiving in our messages. We must help make application for them. The easiest way to do this is by turning statements into questions. You’ll notice that I’ve done that throughout this blog. Make it personal through a question. Ready… here I go. ? Am I as a communicator, providing an opportunity for listeners to make it personal to their everyday lives? The answer to the question is the action step for people this week.

You may want to forward this to every public speaker and communicator you know!

Just a Preaching Bloggish thought,

Matt