In a consumer-driven world where social networking, MySpace, blogs and podcasting rule, the old marketing model no longer works. It’s official: prepackaged, hackneyed talking points are dead, and word of mouth is king. But while much attention has been paid to the mechanics of creating buzz, only the savviest of marketers have learned how to craft the right kind of message – because without it, even the loudest buzz will soon die down.

The bottom line is that marketing today involves engaging in conversation. Great marketing is no longer about cajoling, seducing or selling – it’s about meaningful communication. And while many companies believe spending fortune on expensive campaigns and elaborate slogans will do the trick, what they really need is to learn to listen to their customers in new ways, create fresh ideas, and rethink their marketing communication strategies. Beyond Buzz will give you the tools and guidance to build the kind of understanding, trust, and excitement that keep customers talking about – and buying – what you’re selling.

Author and marketing executive Lois Kelly has helped multibillion-dollar companies like FedEx and Microsoft revolutionize their marketing communications approaches to help customers more quickly understand their message, believe in their products, and, most importantly, buy. In Beyond Buzz, she offers hands-on, practical advice on how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation. Filled with compelling examples of conversational marketing at work, Beyond Buzz will show you how to create an interesting conversational theme that will engage your customers and take your marketing to a remarkable new level.

Using case studies of organizations that have mastered the art of conversational marketing, like Sun Microsystems, Unilever’s Dove brand, and Women & Infants Hospital, this book shows you how to:

• Establish a unique point of view that will capture your customers’ imagination
• Communicate more effectively by eliminating worthless buzzwords and phrases for good; creating dynamic headlines for presentations, blogs, and online communities; and developing better sound bites for your sales and PR departments
• Tap into the nine fundamental themes – including celebrities, personal stories, and emerging, cutting-edge trends – that always get people talking
• Develop great ideas for speeches, podcasts, and sales presentations
• Use “talk  shorthand” to help your staff understand the company’s business perspective and philosophy
• Follow the four steps to creating ideas that lead to good customer relationships and greater revenue
• Create online communities that enable you to find out what trends your customers are tuned in to, what turns them on, and what turns them off

Without the right message in place, word-of-mouth marketing can never live up to its promise. But with this innovative and practical book you’ll learn how to ignite anyone’s interest… and generate way more than mere "buzz."

Lois Kelly is the cofounder of Foghound, a strategic communications consulting firm whose clients have included Dunkin’ Donuts, Sun Microsystems, SAP, the Business Innovation Factory, and Communispace. Previously, she was president of Thunder House, a pioneering digital marketing agency, and senior vice president of the Weber Group, a leading high-tech PR firm. Her articles have appeared in USA Today, The Wall Street Journal, Brand Week, and Advertising Age. She is a graduate of the University of New Hampshire and Harvard University.