K a t hy K lo t z -Gu est
@kathyklot z g ues t
kathy@keep ing ithuman.c om
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Create Better Marketing Content with

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Image courtesy of cubicle ranch.com
Changes by Kathy Klotz-Guest
BAROMETER
O’

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Humor Connects

Clutter
Every 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, Trust
12% 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 the
Benign 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 audience
what 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 harmed
in the making of this photo!
Available on Amazon.com

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Want more?
Get the ebook
on Amazon.com!

Thank You for
‘Keeping it Human’
with me!
Kathy Klotz-Guest MA, MBA
Storyteller
Marketer
Comic Improviser
kathy@keepingithuman.com
@kathyklotzguest
408.578.8040
Marketer to the “Human” KindAll rights reserved 2014. Klotz-Guest

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