Say what? Controlled messaging has been replaced by talk? That’s a fact, asserts Lois Kelly, author of Beyond Buzz: The Next Generation of Word-of-Mouth Marketing. Instead of carefully crafting brand voices or stirring up buzz, marketers need to focus on down-to-earth conversations with customers, she says.

“Searching for the so-called big creative idea isn’t necessary,” says Kelly, a strategic communications consultant. “We just have to talk with people in our own style, through direct channels.”

Don’t bother with catchy slogans and splashy ads, she says. Your messaging should reflect what your customers have told you they want. In turn, they will talk up your brand.

The book is full of advice on how to move from a “command and control” or “inform and entertain” stance to a conversational marketing mind-set. For example, rather than relying on such online advertising tactics as blogs and podcasts, Kelly suggests focusing on what it takes to have a conversation. This may include new ways of listening.

For Kelly, communicating a company’s point of view (not to be confused with its vision) is one key to effective conversation. It’s also important to:

• be engaging (get consumers to say, “Tell me more!”)
• be truthful (and provide supporting facts)
• be relevant to different audiences
• be genuine (say what you mean)
• be original
• connect the dots to business strategy
• be easy to remember
• be easy to talk about
• be fun to talk about.

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