John Cleese preaches that creativity is not a skill set, but a way of operating. By applying four principles from improv theater and comedy writing, every marketer can become an idea factory. Takeaways from the Content Marketing World and INBOUND presentation include:
How to get your team into the “open state” to create concepts on the fly; and steps for low-budget, same-day production.
Applying the juxtaposition technique to generate new ideas.
A list for sources of inspiration for mini-documentaries, humorous webisodes and other videos that connect emotionally with your audience.
Simple, alternative approaches to the “talking head” video; ideas for recruiting customers and influencers; and successfully navigating the approval process.
The 5 small mistakes that kill a video’s chance of getting shared.
1. Improv Rules for Creating
Award-Winning Content
Tim Washer
@timwasher
#CMWorld
2. The main evolutionary
significance of humor is that it
gets us from the closed mode
to the open mode quicker than
anything else.
John Cleese
@ TimWash er • # CMWor ld
3. Building a Creative Culture
① The Open Mode / Tortoise Mind
② How Comedy Works
③ 5 Quick Fixes
@ TimWash er • # CMWor ld
7. Reframe Mistakes
① Internal recognition for big risks that failed
② Email from the CMO
③ Improv class as corporate training
④ Cascade cases of Success through Failure
• PBS Digital Studios http://s.hbr.org/1EH0PUc
• 3M Post-It http://n.pr/1phmnx6
@ TimWash er • # CMWor ld
15. 6X capacity
ASR 9000
6.4 TB
/second
Launch Date:
Feb 9th
Price:
$80k - $250k
Forrest Gump= 200 feature
films/ second
16. @ TimWash er • # CMWor ld
http://youtu.be/Z1xKpm0nURk
17. Mark Twain
@ TimWash er • # CMWor ld
To get the right word
in the right place
is a rare achievement.
18. Oh Caption, My Caption
@ TimWash er • # CMWor ld
① Clarity
② Economy
③ Inspiration
A Picture’s Worth a Thousand Words
19. Rule of Threes
@ TimWash er • # CMWor ld
The first two items in the series establish the pattern. Then
the third item delivers the hard left turn punch.
23. INBOUND15
Built in 1068 by William the
Conqueror, who embroidered
“Home is where the heart is”
on his welcome mat
Clifford’s Tower
York, England
@timwasher
30. Shrink the Committee
① Narrow scope of committee’s input
② Build relationships over coffee
③ Ask: “How can I help my ‘partner’ be successful?
④ Find the right champion
⑤ Play in the sandbox
⑥ Move messaging to the blog post, not the video
@ TimWash er • # CMWor ld
31. Story, not Adjectives
① Find an anecdote that represents the attribute (e.g. Agile)
② The specifics create a connection with the audience
③ Make the case rather than making a claim
@ TimWash er • # CMWor ld
34. Show, Don’t Tell
① “before/after” case format with results
② Film sit-down interview first. Builds trust.
③ Shoot rich, visual B-Roll
④ “How it Works” animation creates a learning experience
⑤ Avoid conclusions and superlatives
@ TimWash er • # CMWor ld
37. “Nobody tells this to people who are beginners, I wish someone told me.
All of us who do creative work, we get into it because we have good taste.
But there is this gap. For the first couple years you make stuff, it’s just not
that good. It’s trying to be good, it has potential, but it’s not. But your
taste, the thing that got you into the game, is still killer. And your taste is
why your work disappoints you. A lot of people never get past this phase,
they quit. Most people I know who do interesting, creative work went
through years of this. We know our work doesn’t have this special thing
that we want it to have. We all go through this. And if you are just starting
out or you are still in this phase, you gotta know its normal and the most
important thing you can do is do a lot of work. Put yourself on a deadline
so that every week you will finish one story. It is only by going through a
volume of work that you will close that gap, and your work will be as good
as your ambitions. And I took longer to figure out how to do this than
anyone I’ve ever met. It’s gonna take awhile. It’s normal to take awhile.
You’ve just gotta fight your way through.”
Ira Glass