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Improv Rules for B2B Storytelling - CMWorld 2017

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

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Improv Rules for B2B Storytelling - CMWorld 2017

  1. 1. Improv Rules for B2B Storytelling Tim Washer
  2. 2. Killers of Joy 1. The Committee 2. Explanation 3. Let’s talk about me 4. The entire story 5. Superlatives
  3. 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. 4. Trust your audience. Use explanation and transitions sparingly. They slow down the energy of the story.
  5. 5. Meaning > Messaging Don’t change how people talk; change how they think
  6. 6. 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.
  7. 7. Support your partner Improv Rule #1
  8. 8. https://youtu.be/OaZWkpOVtlY To make your customers look good, tell stories about how they help their customers
  9. 9. There is Order in Chaos Improv Rule #2
  10. 10. http://ow.ly/MUXA30eZnhk
  11. 11. “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
  12. 12. Suggestion 1 Suggestion 2 Attributes Juxtaposition Circus Bacon
  13. 13. Creepy Circus Clowns Shovel Trapeze Pigs Bacon Farm Ham Eggs Rooster The Shining Confetti
  14. 14. Clowns Farm Attributes • Rainbow hair • Giant shoes • Makeup • Packed into car • Balloons • Farmer • Livestock • Early risers • Rooster • Tractor
  15. 15. Yes, And… Improv Rule #3
  16. 16. There are no mistakes, only gifts Improv Rule #4
  17. 17. https://youtu.be/XqvaL5d37Gc
  18. 18. Follow the Fear Improv Rule #5
  19. 19. 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.”
  20. 20. “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
  21. 21. Tim Washer tim@timwasher.com

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