Humanize products and marketing from the inside out by Kathy Klotz-Guest
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Humanizing your products isn’t simply a matter of “messaging.” While important, messaging that focuses on technical features and benefits isn’t enough. Product managers and marketers need to ...
Humanizing your products isn’t simply a matter of “messaging.” While important, messaging that focuses on technical features and benefits isn’t enough. Product managers and marketers need to create stories of how their products fit into their customers’ lives. Stories influence product development and marketing – before and after the product is designed. Stories create empathy for customers during the design process. And, without compelling stories that speak to customers’ real human challenges, products won’t sell after they are created. This presentation (from the May 18th workshop given to the Silicon Valley Product Management Association) covers how to:
• Develop stories of customers and their human needs
• Use stories (not use-case scenarios or features) to shape product design
• Create compelling stories for marketing that cut through the noise
Want more info? Visit http://www.keepingithuman.com and follow Kathy Klotz-Guest on Twitter: @kathyklotzguest
Kathy Klotz-Guest is founder of San Jose-based marketing strategy and communications firm, Keeping it Human. With a deep background in product strategy and marketing communications, Kathy helps companies design better products and boldly tell compelling, human stories (marketing communications) to the world. She is passionate about helping companies communicate in human-speak, a language that customers trust. She loves shaking up the status quo and is on a mission to wipe out jargon-monoxide poisoning! Kathy is a Founding Fellow and current board member for the Society for New Communications Research. She has Masters degrees from Stanford University and UC Berkeley, and is a regular improvisational performer. Her favorite audience is still her 4-yr-old.
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