How to use the rules of improv comedy for more creative B2B content marketing.

1. Improv Rules for
B2B Storytelling
Tim Washer

2. Killers of Joy
1. The Committee
2. Explanation
3. Let’s talk about me
4. The entire story
5. Superlatives

3. http://adweek.it/2wv9hZ7
Large committees tend to reduce risk and remove the elements that can
make a video extraordinary. Keep the approval team small.

4. Trust your audience. Use explanation and
transitions sparingly. They slow down the
energy of the story.

6. Meaning > Messaging
Don’t change how people talk; change
how they think

7. Instead of using generic superlatives (“my dad is the kindest man”) tell one
specific story with details that convinces the audience he’s the kindest man.

8. Support your partner
Improv Rule #1

9. https://youtu.be/OaZWkpOVtlY
To make your customers look good, tell stories
about how they help their customers

10. There is Order in Chaos
Improv Rule #2

11. http://ow.ly/MUXA30eZnhk

12. “Good story ideas seem to come quite
literally from nowhere, sailing at you
right out of the empty sky: two
previously unrelated ideas come
together and make something new
under the sun.”
-- Stephen King

13. Suggestion 1 Suggestion 2
Attributes
Juxtaposition
Circus Bacon

14. Creepy
Circus
Clowns
Shovel
Trapeze
Pigs
Bacon
Farm
Ham
Eggs
Rooster
The Shining
Confetti

15. Clowns Farm
Attributes
• Rainbow hair
• Giant shoes
• Makeup
• Packed into car
• Balloons
• Farmer
• Livestock
• Early risers
• Rooster
• Tractor

17. Yes, And…
Improv Rule #3

18. There are no mistakes, only gifts
Improv Rule #4

19. https://youtu.be/XqvaL5d37Gc

20. Follow the Fear
Improv Rule #5

21. https://youtu.be/MSqXKp-00hM
“With this in the backdrop, IBM is
re-positioning the mainframe as a
back-to-the-future alternative. The
tone of Hoey’s spoof training video
is in keeping with the kinder,
humbler image IBM now seeks to
project.”

22. “They said in 4 minutes something I've been saying for 10 years with
hundreds of thousands of words.”
https://youtu.be/cjuGCJJUGsg?t=1m9s

23. Tim Washer
tim@timwasher.com