create better marketing content with humor
DESCRIPTION
This presentation, based on my ebook, provides easy ways to add humor and levity to your marketing content. Humor is human and it's noisy out there. Travel lightly!TRANSCRIPT
Kathy K lotz -Guest@kathyk lo tzgues t
ka thy@keep ing i thuman .com
1All rights reserved 2014. Klotz-Guest
Create Better Marketing Content with
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Image courtesy of cubicle ranch.comChanges by Kathy Klotz-Guest
Marketi ng Crap Explosion(even MacGyver can’t fi x! )
BAROMETER O’
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Humor Connects
ClutterEvery 2 days, we create as much information as existed from all of human history up to 2003– Eric Schmidt, former CEO, Google
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“A wealth of information creates a poverty of attention.”~ Herbert Simon, late Nobel laureate economist
Attention, Trust12% trust execs; 60+% trust
people like me
Volume of Information
Marketing Challenge
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Humor is Human and Pattern Disruption Deivce
Source: Pen Waggener, CC 2.0
Humor Disrupts the Expected Pattern
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Peter McGraw, co-author of The Humor Code, posits that theBenign Violation Theory explains what makes things funny.
“I shot an elephant in my Pajamas. How it got there, I’ll never know.” – Groucho Marx
Image source: Wikipedia.org Violation of the Expected
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Getting Started
Source: Jon Mick CC 2.0
Customer Pain
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Start with a customer pain
Image source: crtmedical
The Truth: Relationships are Hard
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www.kinaxis.com
Go for Big Truth: It’s Funny
Hubspot, “Unsubscribe”
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I could change...Maybe we could be friends with benefits?”
Image source: screen shot Hubspot
Exaggerate!
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Image Source: Creative Commons Wikipedia Friedrich Bohringer
Take challenges to comic extremes
Get Historical… It’s Hysterical
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Put products in unusual contexts
Source: Michael Russell, CC 2.0
Flip Expectations
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Source: YouTube screen shot Valentine’s Day Cisco
Routers CAN be sexy
Contrasts
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Create Big Contrasts
Image source: Sprint.com screen shot
Fun Stories
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Source: YouTube screen shot Cisco video with Tim Washer
Tell Fun Stories
Create Surprise!
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CC 2.0
Give an audiencewhat they don’t expect
Go ‘Un-Product’
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Source: Ford.com - Doug the Puppet
Co-Create
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Co-Create with Customers
Image Source: Wiredforlego, CC 2.0
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Use Role Reversals
Source: U.S. Army CC 2.0
Celebrate Levity A Little is Powerful
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Image Source: Kathy Klotz-Guest
Image Source: Intel.com
Let’s Get Visual, Visual…
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Awww, man!Wait for me…Oh, right, yeah.. never mind!
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Image source: keepingithuman.com
Image source: Wikipedia CC
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SAFE IS RISKY
Start Small. Just Start.
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No actual fingers were harmedin the making of this photo!
Available on Amazon.com
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Want more?Get the ebookon Amazon.com!
Thank You for ‘Keeping it Human’
with me!
Kathy Klotz-Guest MA, MBA StorytellerMarketer
Comic Improviser
[email protected]@kathyklotzguest 408.578.8040
Marketer to the “Human” KindAll rights reserved 2014. Klotz-Guest
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