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

kathy@keepingithuman.com@kathyklotzguest 408.578.8040

Marketer to the “Human” KindAll rights reserved 2014. Klotz-Guest

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