People Place Story - How to Communicate with Impact

Share on social media:

Welcome to another episode of People Play Story, where we delve into the art of storytelling and impactful communication. I'm Martin Kloss, your host, a professional story coach, and speaker trainer. Today, we explore a transformative concept from my book, People Play Story, focusing on the crucial distinction between features and benefits in communication.

Have you ever felt like your message isn't getting through, as if you're speaking a different language? This episode uncovers the secrets to clear, compelling communication by emphasizing the importance of translating features into relatable benefits. We discuss how information overload can lead to decision fatigue and how tapping into emotions and storytelling can cut through the noise.

Learn how to connect with your audience by understanding what truly motivates them. Discover how to frame your message in a way that resonates with their needs and desires, whether you're selling a product, pitching an idea, or simply trying to improve personal relationships. We provide practical examples, from job applications to convincing your partner to try a new restaurant.

Join us as we break free from the curse of information bias and embrace the power of storytelling to make your communication more effective. Remember, it's not about overwhelming people with facts and figures; it's about connecting with them on an emotional level and showing them the benefits of what you have to offer. Happy communicating!

[00:00:08] Martin Kloss:

Hi, and welcome to People Play Story, a podcast about storytelling   and how to communicate with impact.   My name is Martin Kloss, and I'm a professional story coach and speaker trainer.   I recently wrote a book. It's called People Play Story,   but it's only available in German for now. So to help me reach a wider audience and spread the word about the power of stories,   I created this podcast.   Full disclosure, what you're about to hear is generated by an AI,   courtesy of Google's notebook LM.   And each episode is based on a different chapter of my book.   I hope you enjoy it and that I can give you something to think about today. Have fun.  



[00:00:53] Unknown:

Hey, everyone. Welcome to another deep dive, and let me tell you, this one's a game changer.   Like, seriously,   ever feel like you're talking to a brick wall when you're trying to get your point across? It's the worst. It's like you're speaking 2 different languages. Totally. And it can be so frustrating, especially when you know what you're talking about. Exactly.   And that's what we're tackling today. We're diving deep into Martin Kloss's people place story   to uncover the secrets of clear, compelling communication.   And trust me, it all boils down to this,   features versus benefits. You got it. And just so you know, this isn't just for the marketing gurus out there. This stuff applies to every aspect of life. Okay. So picture this. You're super excited about a new idea. Could be at work, could be at home, doesn't matter. What's the first thing most of us do? Start listing off all the cool things about it. Right. All those features, all those specs. Like, it's got this. It does that. It'll even make you a cup of coffee in the morning.  



[00:01:50] Unknown:

Yeah. But here's the catch. Nobody cares. Well, not exactly. It's more like Right. They don't get it. They don't get why they should care. They see a bunch of whats, but they're missing the why. Right. It's like we get so caught up in the technicalities.  

[00:02:03] Unknown:

We forget to translate those features into something relatable,   something that actually matters to the person we're talking to. Exactly.  

[00:02:10] Unknown:

Kloss calls this the information bias,   and let me tell you, it's a real thing. Information bias. We are absolutely drowning in information these days. We are bombarded with data 247,   and it's exhausting.  

[00:02:23] Unknown:

Tell me about it. And here's the irony.  

[00:02:26] Unknown:

All that information overload, it doesn't actually make us more decisive. It does the opposite. Wait. Really? Yeah. We get so overwhelmed. We just shut down.  

[00:02:35] Unknown:

Decision fatigue sets in. It's like our brains hit a wall. So how do we break through that wall? How do we cut through all that noise and make our message stick? It's all about tapping into emotions.  

[00:02:45] Unknown:

Think about it.   What do you remember more easily?   A dry list of facts and figures or a vivid story, a powerful image, a feeling. Definitely this story. Right. Because we're wired for connection,   not just information.  

[00:02:59] Unknown:

Our brains crave stories. They crave meaning. Okay. So we ditch the data dumps and become master storytellers.   Love it.  

[00:03:07] Unknown:

But how do we actually do that? What's the magic formula? The secret sauce is understanding what makes your audience tick, what truly motivates them. Plus has this awesome quote. Features are what a product can do. Benefits are what I can do with the product.  

[00:03:19] Unknown:

Oh, I like that. So it's about   taking those features  

[00:03:23] Unknown:

and translating them into tangible personal benefits. Okay. So instead of saying this new phone has a 12 megapixel camera You say, imagine capturing those once in a lifetime moments with crystal clear clarity. Like, you'll be able to print those photos and frame them. They'll look professional. No. That's what I'm talking about. I can practically see those photos on my wall right now. Beautiful. You've tapped into my desire to preserve memories to create something lasting. Exactly.  

[00:03:48] Unknown:

And that's what makes a message resonate. And get this. It's not just about selling products. Oh, absolutely not. This goes way beyond marketing.  

[00:03:56] Unknown:

This applies to, like, every conversation where you're trying to, you know, get someone on board with an idea or make a decision. Okay. So let's say you're trying to convince your partner to try that new restaurant,  

[00:04:07] Unknown:

you know, the one downtown with, like, the 20 page menu. Been there. So many choices. It's overwhelming.   Anyway,   I could totally hit them with the whole, they use locally sourced organic ingredients, blah blah blah. The chef trained in,   molecular gastronomy.   Yeah. Good luck with that. Right. I mean, it's all true, but does it sound appetizing?   Not really. Not exactly enticing. But what if I said, imagine this. We get all dressed up, head downtown, and have this incredible meal, something we've never even tried before. Okay. Now we're talking. And the best part, no cooking, no dishes, just pure relaxation and delicious food. See? Now that's how you sell a date night. Exactly. It's all about painting a picture of the experience, the benefits,   not just listing off a bunch of features. A 100%.  



[00:04:52] Unknown:

And this translates   to so many other areas of life too. Like what? Give me some more examples. Okay. Think about applying for a job. Instead of just listing off your skills, like, I'm proficient in this software. Right. You frame it as a benefit to them.   I can streamline this process using this software, which will save you time and money. Oh, I like that. It's like you're connecting the dots for them, showing them the so what behind your skills. Exactly. Or imagine you're trying to get a raise instead of just saying, I deserve more money because I work hard. Which, let's be honest, nobody wants to hear that. Right.   Instead,   you quantify your accomplishments. You say, my initiative on this project led to a 15%   increase in sales. Oh, now you're speaking their language. You're not just stating a want. You're showcasing your value. And that's what it's all about. And you know what? This even works in personal relationships. Like, framing things in terms of benefits can be a game changer. So instead of you never do the dishes   Which, let's be real, never goes over well. It's it would mean so much to me if we could share the load a bit more. You know? That way we both have more quality time together. Exactly. You're appealing to a shared desire, a common goal. Because let's face it, people are inherently, well, a little bit self interested. It's true. But when you can connect your message   to their needs, their wants, their aspirations,  

[00:06:13] Unknown:

that's when you really have their attention. And that's how we break free from the curse of the information bias.   We cut through the clutter by focusing on what truly resonates,   the benefits, the emotional connection. So, basically, it's not about hitting people over the head with a ton of facts and figures. Right. Don't bury them in features.   Exactly.  

[00:06:32] Unknown:

It's about really getting what makes them tick. What do they care about? It's about framing your message in a way that resonates with their wants, their needs, their dreams even. It's about being a storyteller,  

[00:06:44] Unknown:

not a data, what was it? Data dumper. Yes. Data dumper. And you know the best part? This isn't some, like, manipulative Jedi mind trick. No. No. No. This is just good communication. Yeah. It's a skill. And like any skill, you can learn it and get better at it. Exactly. It doesn't matter if you're pitching a $1,000,000,000 idea or just trying to get your kids to eat their broccoli. Benefits over features wins every time. Okay. So here's a little challenge for you. Think of something you're trying to communicate right now. Could be big, could be small, doesn't matter. Now ask yourself,  

[00:07:15] Unknown:

what are the real benefits here? What's gonna resonate with the person I'm talking to?  

[00:07:20] Unknown:

Exactly. Once you've got that, then you can start crafting your message.   Paint that picture. Tell that story. Make it personal.   Because at the end of the day, effective communication is all about connecting with the other person. It's about showing them what you have to offer. Whether it's an idea, a product, a skill  

[00:07:37] Unknown:

can really make their life better. Solve a problem, make things easier, more enjoyable,  

[00:07:42] Unknown:

whatever it is. And that's it for today's deep dive. Remember, with this simple shift from features to benefits, you can completely transform the way you communicate. You got this. Until next time. Happy  

[00:07:58] Martin Kloss:

communicating.   Hi, everyone. It's me again. Just a quick note before I let you go.   I hope you found today's episode entertaining,   engaging,   and maybe even inspiring.   If you did, please spread the word. And if you didn't, please keep it to yourself.   And if you wanna know more, have any questions, or wanna work with me, please get in touch with me on martinklaus.com   or on LinkedIn.   Now have a great day. Go out and do something fun.