I am a marketer. I am also an improviser. That means I am also a storyteller. Like improvisation, all great marketing is ultimately storytelling.

Before I threw myself (slightly kicking and screaming) into improvisation, I did sketch comedy and stand-up. Few things will help you stretch your comfort zone (read: scare the pants off you!) like comedy and improvisation (Think: Whose Line is it Anyway?). Improvisation is a storyteller’s weight training. It can be daunting and downright uncomfortable doing it, and yet once we grow, it becomes part of who we are. And, as with training on a regular basis, the results are worth it. I’ve written about this before – improvisation is an incredibly strategic marketing skill.

Here are a few of the invaluable lessons that improvisation offers about marketing.

Risk Taking. Great marketing is part art. Hey, I don’t make the rules! Improvisation involves creative risks and following our gut (not just our heads). Great marketing, too, involves taking a few risks. There’s no way around it. When we push that comfort-zone, we learn what works. Risk is a muscle; when you exercise, it grows and serves you well. To evolve, marketing must challenge the status quo. Sure, sometimes things won’t work, and there are no guarantees. The more you take risks, the more you fail quickly and get to what works. As with improvisation, there is no way to know if something works except one: doing it.

Co-create with customers Keepingithuman.com

Yes, And. ‘Yes, and’ is the cornerstone of improvisation as it is the building block for great scenes. If your on-stage partner calls you “Mom,” you are a mom in the scene. When we ‘deny’ an offer, the scene stalls. Marketing involves ‘Yes, and-ing’ your audience. If your audience says your brand is X, you are X. Your customer ultimately owns the brand and defines it in a way that is meaningful for them. As marketers, we shape it, we try to position it; yet our positioning is ultimately in the hands of our customers. This is why great marketers recognize that building great services, products and marketing is an act of co-creation with the customer just as any great improvisation scene.

Make Your Partner Look Good. In improvisation, your goal is to make your stage partners look good by accepting their ‘offers’ (choices). When you focus only on your choices, you not only deny your partner; you compromise the continuity of the story you are creating together. Great marketing is all about making your customers – not you – more successful. Customers don’t exist to buy your stuff. They have real human challenges, and your goal is to make them successful, happy, and delighted. Yet, how often do we read jargon-filled, company-focused ‘(me, my, our’ vs. ‘you, your, their’) content? Drop the focus on your methodology, your IP, your jargon, and your baggage. What matters is making your customer the hero of the story. That is a great segue to my next point.

No Jargon

Storytelling. Improvisation is storytelling, and so is marketing. If we can’t tell great stories, our marketing will never have a material effect. Stories bring laughter, inspiration, memorability, and a much needed human touch. Too many facts in improvisation (instead of reactions and emotions_ can make a scene robotic. Marketing, too, has to connect with our hearts and guts – not just our ‘heads.’ Most buying decisions aren’t ‘rational’ anyway. Read Dan Ariely’s Predictably Irrational or Roger Dooley’s Brainfluence.

Marketing is Storytelling Kathy Klotz-Guest

Leading vs. Following, and Knowing the Difference. Years ago, I had a boss who gave me life lessons wrapped in axiomatic witticisms delivered in his comforting Southern accent, “Kathy, the sun can’t shine on the same dog’s ass all the time.” He was a character, and, it turns out, quite right. The focus can’t always be on you. In improvisation, players need to learn when to lead a scene, and when to follow someone else’s great idea to move the story forward. That’s what it means to be a team and make your partner look good. Players that over-take scenes are called “drivers” because they drive the scene into a corner. The result is never as good as if we allowed other peoples’ ideas to help shape it and make it better. When the scene naturally coalesces around someone else’s idea (read; not yours!), it’s in the best interest of the scene to rally around it instead of trying to ‘drive’ the scene YOUR way.

The same is true of great marketing. You have to know when to let go and follow your customers’ lead. Great marketing involves putting our best ideas out there and allowing our customers to shape those stories in their own ways. Letting our advocates – our enthusiast customers – drive allows us to learn what they need and how our marketing can make THEM look good. When we try to control our brands too tightly (we really don’t have control today!), we risk alienating audiences. Improvisers learn to let go for the good of the group outcome.

Marketers need to know when to let go of their plans when the situation calls for it. It can be scary, yet being able to change direction – to improvise as needed– is the hallmark of agile marketing. Since markets are dynamic; adaptability is critical.

Let me know what you think!

Jargon gets between you and your customer and it’s one of the biggest challenges in marketing messaging today, regardless of industry.

No Jargon

As I’ve written about before, jargon is not just a disservice to your customer; it’s a marketing and sales problem for you that shouldn’t be ignored. It can kill clarity and your differentiation, and that’s a huge issue in a sea of noise and ‘data’ today.

Jargon happens for a number of reasons. One is language. Refer to this well-done recent post from Social Media Today on zapping jargon by choosing simpler language. We slip into jargon because it’s easier than putting in the time to choose the right words. Yet, it hurts us. Eradicating jargon from your messaging takes work yet the results are worth it.

The other reason jargon creeps so easily into marketing is because we don’t know our “story.” When companies have a clear, compelling and differentiated human story they are proud of, they have no desire to kill it off with marketing-speak that sounds like everyone else. The most important antidote to jargon is a compelling story. There is no substitute for doing the hard work that gets to the heart of what we do.

Marketing is Storytelling Kathy Klotz-Guest

Think Like a Kid

To get clarity on your story, explain what you do to a friend or to your mom. Would you explain it in cryptic language? Probably not. Better yet, explain your message to a child. Children are often smarter than we are; when they don’t understand they often call us on it. As adults, we’re so jaded by jargon we often don’t stop and ask for clarification. We just don’t care. That’s part of the problem – customers won’t work hard to decipher your code, and they shouldn’t have to. They simply ‘tune out’ because your crap-ocalypse is just more BS than they can handle.

Get real with your audience KeepingitHuman

Your Human Headline

To get back on track, ask yourself, “What is the underlying human challenge (not the business value) that my company solves?” Let’s use an example to peel the layers of messaging. For example, if your company offers cloud-based data services, you might start out with “we provide businesses with enterprise-scale, cost-effective storage solutions.” This is your business value. It’s a layer of messaging, yet it’s not even the most important layer in your arsenal.

Besides using “solutions,” among other buzzwords, it doesn’t answer the, “why do I need a solution in the first place?” question. Think: Abraham Maslow’s hierarchy of human needs. The business need answers, “How do you solve problems in my business? You either have to enable business opportunities, enable efficiencies and/or reduce costs. In other words, you are dealing with a profit equation: Profits = Revenues – Expenses. The human challenge underlying the business need is what human beings are trying to accomplish that requires cloud-base storage in the first place. A focus on “cloud-based this and that” can cloud your messaging!

Human-Centered Messaging – An Example

So, peeling the layers even more, we might find that cloud-based storage is critical to the business because it enables employees to securely access business data anytime, anywhere, any way they need. The human need, then, is “freedom; the freedom to access secure data anytime, anywhere, anyway.” That is the key story: freedom of access. The business value is of ‘cloud’ is how you deliver. When you have answered that human need, you don’t need jargon because your message is clear. Cloud isn’t your differentiation; it’s how you deliver; cloud isn’t the solution. No one has a “cloud” problem; they have information access issues!

Now putting this together you have:

Companies used to have to choose between data freedom and data security. Not anymore. We enable companies to safely and easily access their data – anytime, anywhere – securely. So you can get data you need when you need it in a secure way. By the way, because we deliver via cloud, we’re cost-effective, too.

Hear the difference when we first focus on the human headline, not the business value?

4 Steps to Jargon De-Tox

When you feel the insidious marketing jargon-o-saurus raise its head, follow these steps, ASAP:

don't let the jargon-o-saur win! get help. Keeping it human.com

1. Get to the human need – the heart of your story – and communicate this first
2. Get clear on your business value. This becomes a back-up point to the human need
3. Eliminate buzzwords from all messaging language (if a simpler word will do; use that)
4. Watch pronouns. If you are using “I,” “We,” “the company,” “Us,” “our,” more than “you, your, their, customers,” (which is focused on your audience, not you!), flip the ratio (Notice the “you” in our final product above versus the focus on we and our?).
5. Bonus step! Take a deep breath and keep it at. The results are worth the work.

Get rid of the jargon-monoxide poisoning™ in your marketing before it kills your business.

How do you keep jargon out of your marketing?

I’d love to know! Email me at kathy(at)keepingithuman(dot)com.

This post is part II of II. To read part I, click here.

What Comedy Teaches us About Marketing    KeepingitHuman.com

Truth and authenticity. Truth makes compelling comedy. Great comics talk about what they know – the good, bad, and ugly. Hacks try to sell what’s popular rather than focus on generating authentic material that is based on who they are. Martin axed all “borrowed” material from his routine, and then became a truly authentic act that resonated with people. Bring who you are to your work, and your work will be better for it. Comedienne Ellen DeGeneres is a great example of authenticity. Truth also means having a definitive, unapologetic point of view (on stage we call it a persona). Marketing, too, must be purposeful, human and offer an authentic “voice” to audiences. Using hack material on the stage is akin to jargon and BS corp-speak in marketing. Audiences know when marketers and comedians are full of it!

Get real with your audience KeepingitHuman

This also leads to an important sub-point about telling stories. Last Comic Standing Winner John Heffron is a master at telling stories based on real people and events from his average, “middle class” life. Great marketing also requires honest storytelling and transparency with customers. Audiences worth reaching are smart; respect them and tell them the truth. What could be funnier and more conversational than that? Truth can make us vulnerable as marketers – so we shy away from it. What happens when we are open about our successes and failures with an audience? We become human and relatable. That builds trust with your tribe. Audiences smell “fake.”

Comedy Audience   KeepingitHuman

Listening and Clarity. Like any great comic, marketers must listen. Customers will tell you what works and what doesn’t. Great comics take responsibility for what they could do better rather than blame audiences for “not getting it.” Sure some audiences just aren’t a fit and some are drunk (it happens!), but if your regular (ideal) audience isn’t getting it repeatedly, time to do things differently. Clarity is the marketer’s burden, not the audience’s.


Working From Your Gut.
Great comics, like great marketers, develop a gut instinct by listening to their internal “voice.” It’s a muscle that you have to exercise to keep it in shape. Chasing opportunities that are easy may come back to bite. If your intuition tells you it won’t honor your brand, don’t do it. Honor your instincts, and they will honor you by not leading you astray. Sometimes the “right” things are not the “easy” things. Marketing is often following your gut, not just your head.

Preparation and commitment. Comics spend years honing material into jokes that work with the right set-up, punch line, and delivery (timing). It is a craft that requires constant re-work. Marketers, too, must adapt their material as needed. They must know their audience, prepare their materials painstakingly, and adapt to the unexpected. Message and timing are critical. Moreover, preparation enhances confidence, and confidence is how you sell a joke or your business. Commitment is being fully bought in to your offering. If you’re not buying it, your audience isn’t either. Comics are masterful marketers – when they kill it’s because they “sold” it well. Confidence shows.

Marketing and Comedy Lessons   Kathy Klotz-Guest
Innovation. Audiences change, as do markets. Comics must constantly create new material. Innovation requires that comics take risks by trying new things. The same is true of marketing. As customer needs and economic climates change, great marketers push the envelope by anticipating changes in current markets, and by innovating new products and new markets. Dare to be different; forget what others are doing.

Passion. Great marketing like great comic material requires passion, and a love of the game no matter how hard it gets. A genuine hunger to be better – not to get rich – drives passionate people. Good thing, too, because a drive for money doesn’t motivate people to grow personally. Striving for excellence, and not money, is how we find our better selves and success. Oh, yes, and most importantly – have fun! Comics love to play and are in touch with their most creative selves. You deserve to have fun, too. If you aren’t, neither are your customers. Fun isn’t just for you – it’s a powerful, contagious customer service tool. And, in the end, customer delight is what marketing is all about.

Next time you’re laughing at your favorite comedies, think of it as fun marketing ‘research!’

Have business lessons learned from your past? Share them! kathy(at)keepingithuman(dot)com

 

Comedy and marketing have much in common. Well, comedy is marketing, really. And some marketing is pretty comical, intentionally or not. Comedy is a priceless education. In addition to 20 years in marketing, my many years in sketch, stand-up and improvisation have provided a number of critical business lessons, especially in the “ballsy” department!

What Comedy Teaches us About Marketing KeepingitHuman.com

I can’t put a price on the joy, frustration and lessons I’ve learned including learning from failure (what entrepreneur doesn’t need that?!). After all, brilliant comics are also fantastic marketers, right? Jerry Seinfeld sold us a successful show about the mundane. The key is that all comedy starts with the truth and focuses on “tribe.” Below are just ten of the many business and marketing insights I’ve gained over the years that have been reinforced by the world of improvisation (Remember “Whose Line is It Anyway?”), sketch (short skits such as the type in ‘SNL’) and standup (read: stand-up!)

Marketing

Marketing is Comedy KeepingitHuman.com

Segmentation. Decide who your audience is. You cannot be all things to all people. Choosing the right focus yields the greatest payoffs. The only way to increase profitability is by segmenting your audience. Comedy like marketing is about knowing and concentrating on your “tribe.” Chris Rock is an excellent comic with a penchant for edgy material. A number of years ago, the star hosted the Academy Awards and received mixed reviews. Why? Rock’s brilliance is in the edgier stuff you can’t say on primetime television. His audience isn’t Middle America and when you have to water down your offerings for a wider audience, you dilute your differentiation and your chances of success. Know your audience and know their needs, desires, human challenges inside and out. Start there and go deep.

Strategy. Comics have a game plan for how they develop material and are faced with the hard choices of cutting out OK opportunities to focus on GREAT material. When writing “funny,” we spend hours only to end up with minutes of kick-butt material. Paring down is hard, but it forces us to make strategic choices about who we want to be. The same is true of marketing. Not all opportunities make sense with our limited resources and we have to choose strategies that reinforce our brand. Steve Martin in his book, Born Standing Up, talks about being at a crossroads with his act and making the choice to cut out all “safe” gimmicks in order to take his act to the next level.

Marketing Strategy

Marketing And Comedy KeepingitHuman.com

Persistence. Marketing is a repeat interaction game. I’ve heard people give up after one or two marketing attempts didn’t deliver results. Remember it takes 7-9 impressions on average – that means your prospect has to hear you, see you, or talk to you many times – before you register as a provider on their radar. Martin writes that his “live” comedy career of 18 years was comprised of 14 of hard work and failure, followed by 4 years of fame. The good news is your marketing success won’t likely take that long, but you must keep trying to see what works and what doesn’t.

Marketing Lessons From the Comedy Stage, Kathy Klotz-Guest

Risk-taking. Safe is the new risky – in marketing and in comedy. The truly great acts – just like marketers – know that failure is not a dirty word. It’s imperative to try new things and to learn from what doesn’t work. Fear is normal. The only way to know if something works is to try it. It’s OK if it doesn’t work. You can now re-work it or go to plan B. Great marketing like great comedy requires honing. Ask any great comic how many times they failed before they killed. Chances are they stopped counting after high double digits. But the greats keep getting up because they know failure is about learning what works – and that brings them closer to success.

Marketing and Comedy Lessons Kathy Klotz-Guest

The biggest laughs I’ve gotten when speaking and performing have come when I followed my gut and took a creative risk. Some don’t work to be sure; but the upside far outweighs the “comfort” of playing things safe. In marketing, you must take risks with content, strategy, campaigns – everything – to discover what works. If you are doing the same things over and over, they lose their novelty and ability create a “pattern disrupt” that grabs attention. Years ago, I was performing open mic nights at a well-known South Bay club. A very prominent political comedian from the Bay Area showed up one night and pulled me aside, “You’re very good. But I’ve seen you three times (note: I would have been very nervous had I known!), and your material is the same. You haven’t done anything new. Why the hell not?” He was right. I was playing it safe – and that is the risky: complacency. It’s a trap for the marketer as well. I was looking for the formula that I could replicate. And marketing, like comedy, is mostly art, not science.

End Part I. What are your critical business lessons? Let me know: Kathy(at)KeepingitHuman(dot)com

Kathy Klotz-Guest

Kathy will be giving a webinar for Women in Consulting (WIC) on May 1st.

This blog post is my interview with Glass Hammer magazine. I was interviewed in January 2013 for a piece on women executives and their relationship with humor! So listen up, funny ladies.

This is part II of II of my interview. To read part I, click here.

Women and humor: Kathy Klotz-Guest

Interviewer (TG): A recent study found that when women use humor at work, it tends not to go over so well. Why do you think this is and based on your experience working with both men and women, is this something you’ve encountered?

Kathy Klotz-Guest (KKG): I have experienced it to some degree; but honestly, not to the extent the study describes it. While I am familiar with that study you reference and there is some truth there, women also are just as capable of using great humor. I’ve seen men make some huge mistakes with humor and they just move on more easily.

Women are funny and I know many funny women who aren’t afraid to wield it! We give ourselves permission to try, learn, grow, etc. However, yes, I have seen it not go over well, and it is less about capability and more about the relationship to risk that I spoke about earlier. I also know that when it doesn’t work for women, it’s the women who beat themselves up; not the men. The next day the men have forgotten all about it and have moved on; the women don’t! Men have also dominated board rooms longer and it’s a male culture; there aren’t many women on corporate boards. Women are trying to acclimate to a climate that is fairly new to them. They need to be themselves and use what works for them.

take some risks with humor www.keepingithuman.com/blog

Women over think it. The bottom line is humor can’t be orchestrated and scripted all the time. Lighten up, give yourself permission to have some fun and stop agonizing about it. Be playful – it’s less work and has a higher return!

Lighten up! http://www.keepingithuman.com/blog/

TG: The study also found that women often resort to self-deprecating humor at work. Why does this type of humor seem safest for women?

KKG: As I mentioned earlier, it’s really about the way women are wired – we hate put-down humor directed at others. So if we’re going to use it at all, as women we’re more likely to point it at ourselves. That way no one gets hurt, or so women think. It is a way of lowering our status so that we relate as equals.

The reality is though women hurt themselves and their credibility when they overuse it. When women do it too often, men will often think, “Wow, those women don’t believe in their own competency, or they wouldn’t keep talking about it.” Even if it’s not true and women are doing it to fit in, it sends the wrong message.

That’s not to say we should never use it. There are times when you make a mistake, and using humor signals humility. Then, I have seen it work very well for both genders. Too much self-deprecation sends the wrong message, especially to men because they just don’t get it. Used sparingly – it’s OK. Just be aware and aim for variety. So if you tend to use a lot of self-deprecation, mix it up and try some other things.

TV: How important is humor to the workplace?

KKG: Huge! It humanizes us and sends a signal to others that we are approachable, likeable and competent. Yep. Harvard Business Review (HBR) did a survey and found that managers with a sense of humor were viewed more favorably and believed to be more competent. Perception matters. And because of that, these managers were promoted more and made more money! So humor is about being accessible, open and approachable. It’s also about emotional intelligence – being attuned to how others perceive you and how others feel.

Finally, it’s a great skill for diffusing tensions and it opens people up to new ideas, possibilities. It’s that “yes, and!” mentality that keeps us agile and creative.

The benefits always outweigh the risks, and a woman that can use humor appropriately, sends a message that she is confident, capable, self-aware and not easily intimidated by risk. That is such an important way to operate. It’s about being comfortable in your own skin.

It has worked for me and many smart, funny women out there.

TV: If women in particular aren’t good at utilizing humor in the workplace, could it be detrimental to their career?

KKG: Again, I don’t know that this study is representative of all humor. I see women succeed with humor often. This study seemed to focus more on jokes, and humor is more than jokes and one-liners. So that’s an important point of context here. We can’t and shouldn’t extrapolate based on one study.

And because there are so many benefits to using humor, to not use it can have a detrimental effect over time. Humor is a barometer for agility, flexibility, and emotional intelligence. I referenced the HBR research that showed humor is associated with competence and it is true to a degree because it signals emotional connection with other people. Secondly, healthy (read: appropriate!) humor is one of the best ways to diffuse tension.

In my work, I have also chatted with executive search firms that recruit senior level management. What they have told me very specifically is that humor is an important trait that companies often look for. An executive from Robert Half International once told me that humor was a “must-have” trait in the top 5 list of competences that his clients wanted in their senior managers! That says a lot. Another recruiter at a large tech firm told me, “We tell people if you don’t have a sense of humor, you won’t fit in here because the environment is fast-paced, hectic, and stressful.” If you can’t laugh once in a while and lighten up, you won’t be able to manage the ups and downs. I think more companies are starting to value it because it is a critical “people skill.” It shows that you can adapt in tough times. More research lately has shown that to be true.

TV: What are some first steps you’d recommend a woman take if she was interested in incorporating more humor in the workplace and if she is working in a male-dominated industry, as many of our readers are?

KKG: Firstly, give yourself permission to lighten up. Stop over thinking things, and judging. We are very hard on ourselves. The more you use it, the more you develop it. Humor is a muscle – just like anything else. Small wins lead to bigger confidence.

Second, have a healthy relationship with risk. The downside of humor isn’t that big, as long as your humor is appropriate and not offensive. Most women don’t need to worry about this. It’s not about being “man-like” in our approach. It’s about leveraging our emotional intelligence and attunement with others to know when (Timing is everything) when to use it! Women are pretty good at that. Start small. Try a few stories, or a few spontaneous moments in meetings, for example. More often than not, people will respond favorably and appreciate the effort. Remember men take more chances at bat. And if it doesn’t work, move on and try again. Confidence increases over time. It doesn’t have to be a belly laugh; make people smile and you are well on your way.

Finally, I want to reiterate that humor is more than jokes. It is about stories, lightening up, being improvisational and spontaneous and quick with a smile or witty comment. It’s about being playful, so concentrate on that. Women are very good at that. Play to your strengths. If you are witty, go there. If you tell great stories, do so. Always be yourself. Don’t try one-liners if that is not your thing. Avoid inappropriate humor; yet, most women don’t have this issue. Also, never, ever try something that is not funny to you just to fit in. If you pander just to please others, it shows, believe me. If you aren’t buying it because it doesn’t make you laugh, it won’t make your audience laugh.

Take small steps if you need to; just start. Somewhere.

What works for you? Email me: Kathy(at)KeepingitHuman(dot)com.

Kathy Klotz-Guest

This blog post is my interview with Glass Hammer magazine. I was interviewed in January 2013 for a piece on women executives and their relationship with humor!

Women and humor: Kathy Klotz-Guest

This is part I of my interview.

INTERVIEWER (TV): Tell me about your company, Keeping It Human. How did you conceive of the idea and how did you know something like it was needed, is humor in the workplace lacking?

Kathy Klotz-Guest (KKG): It is lacking. I came out of high-tech marketing and I was always a bit like a fish out of water – because I have an affinity for technology AND I am creative and funny. It’s in my blood. I am a right -brained and left-brained hybrid. I know when a culture is open to humor, levity, and fun, there is also more loyalty, more innovation and, usually, as an extension of that, better customer relationships!

I also have a background in performing – sketch, stand-up, and improvisation (nearly 20 years, and I still perform) and I have seen first-hand how humor opens us up to be incredibly creative. The cornerstone of improvisation, for example is ‘Yes, and!’ It’s about being open to possibilities and to collaboration and making your partner (team or team members) look good. That’s a very human way to operate. So based on my experience, I knew the world needed it! It also increases our connections with people.

The fear of making a mistake holds people back from using it. Humor IS human. When people are human and humorous, something great happens – we connect with people on a whole other level. If I make you laugh, I have connected with you in a deeper way and you are now more willing to listen to me.

Facts are great – they don’t inspire. Being human through stories and humor does. The reality is the risk of using humor is actually pretty low. Think about it. Unless you are using inappropriate, humor and most people aren’t, what’s the worst that can happen? You don’t have to go for the knee slap and belly laugh to make a connection. Sometimes all you have to do is make someone smile, and you have forged a meaningful human connection.

Humor is being playful www.keepingithuman.com/blog

TV: What are some of the most critical skills you try to teach people who utilize your training?

KKG: There are a few things. First, I teach them that humor is an attitude of fun. I don’t try to teach people to be funny per se. (There are people who do that.) In the work I do – I show people how to open up, have fun, and play. Being playful is the basis of humor. You can take what do you seriously; yet, you don’t have to walk around being so super-serious all the time. A sense of humor is playful; comedy is about being funny. People confuse the two all the time. There is grace and credibility in making people smile without having to be a comedian.

Play is a precursor to innovation and creativity, and it helps people lighten up and become approachable. When people see that lightening up yields results beyond just cracking ‘jokes’, they get it, and they understand it as a very important creativity and communication skill.

It’s also about being likeable and human. Those are the big payoffs. And while I also do work with companies expressly on being funny in their speeches, marketing campaigns, etc., I always believe that humor is more than jokes. That is so important. I think it’s an outlook on life that pays huge dividends in work, relationships and quality of life. I want people to understand that there is more risk in NOT using humor than in using it.
Being playful is a huge start and an important step in the right direction.

TV: With women in particular, what are the most common mistakes they make when trying to utilize humor in the workplace?

KKG: Women are all about relationships, so we’re like AVIS – we try harder! Lots of times women use self-deprecating humor not because they lack confidence, but because they are trying to lower their ‘status’ in the workplace in order to send the message, “Hey, I’m just like you – no better, no worse.” In short, we are trying to relate as ‘equals.’ The issue is, when overused, it sends a red flag to people (men especially) that women aren’t comfortable using it, or that they lack confidence. This isn’t always true, of course. It can easily be misconstrued – therein lies the problem. However, women do lots of things really well with humor. Men are more likely to use jokes at someone’s expense for a laugh without thinking of the consequences, for example. Conversely, because women are attuned to relationships, women are far less likely to use put-down humor. That’s a good thing.

Women self-censor too much when it comes to humor  www.keepingithuman.com/blog

I think the other mistake women make is they self-censor way too much. Many are less likely to try using humor because they talk themselves into believing it’s too risky. Men tell jokes and really don’t worry if it works or not, and when it doesn’t, they don’t beat themselves up about it. They move on. “I gave it a shot,” is their mentality. They take more risks than women. Women are just as capable; however, in general women have a different relationship with risk. Yes, it’s a generalization to a degree, yet it’s based on actual research.

The final mistake women make and all people, actually (men too!), is reducing humor to jokes. As I’ve said, humor is more than that – it’s telling a great story; it’s knowing when to hit a punch line, it’s knowing when to lighten the mood up by saying something totally unexpected and surprising, rather than scripted. Humor is being playful and not taking yourself too seriously. I take what I DO seriously; I can laugh at my mistakes because I allow myself to be human! Be spontaneous – that can great fun and it doesn’t have to sound rehearsed like a joke. So everyone, including women, needs to expand their understanding of what humor is really about!

What do you think? let me know your thoughts! Kathy(at)Keepingithuman(dot)com.

END PART I
Kathy Klotz-Guest

Tired of the typical approach to networking? Hey who isn’t?

You go to an event and try to meet people. People are filtering you in or out based on your name tag, and deciding whether you are worth their time (hey, you know the undignified ‘sizing up’ look). Then, we engage in the awkward dance of “what do you do?” and, when people recite a litany of credentials, we feign interest until we see someone else we want to talk to. Or, when a new party joins the small group after we’ve finished our mutual “sniffing,” we make our rapid and grateful get-away! Yep, most approaches to networking aren’t authentic, fun or human. There is a better way.

Turn networking upside down with a few human tips that put people at ease and get better results. You’ll also have a lot more fun!

• Don’t ask “what do you do?” People are burned out on that question and it elicits a robotic response. Mix it up with the unexpected and you’ll get an unrehearsed, human answer. For example, try “What brings you here today?” I also use, “What do you do for fun besides networking events?” That gets a laugh and lightens the ‘serious’ mood. Perfect for having a great conversation.

• Make a human connection, not a contact. Asking ‘what do you do’ is about “sniffing” people out. Everyone knows “that awkward dance.” Instead, learn something about who they are, not what they do. Humor is a great way to break the ice and lighten the mood. For example, write something unexpected on your nametag that prompts conversation. My married name is “Guest,” and I like to preempt the obvious, “Aren’t we all ‘guests?’” So I write Kathy “Be My” Guest! This usually yields a smile and a warm connection. I made a connection first. Now, people are more likely to listen!

• Be a connector. When you serve others, you show character. As you meet people, make it a point to connect them. Perhaps you met someone earlier that would be a great connection for the person you are talking to currently. When you facilitate a personal introduction for others, you create value and leave a great impression people will remember (unlike most 30-second ‘pitches.’ Ugh!).

• Don’t data-dump a list of services. People don’t want more “data,” they want a reason to care! Show them how you can help them or their clients by telling a brief story of how you leave clients better off. Use one recent example of how you helped a favorite client increase revenues, get a new client, or do something that matters. People remember stories, not services. Leave them wanting to get to know you, not bored out of their minds! No one cares about your list of services.

• Always be you. If you’re trapped in an uncomfortable conversation, be gracious, extend a thank you and move on. Contacts based on inauthenticity aren’t true connections, and won’t yield good business.

• Write something personal about each person you meet on the business card they give you. When you follow-up, always personalize your emails and LinkedIn invites. This demonstrates that you are interested in a genuine two-way connection, and it increases your response rates.

Inject a human element into networking and you’ll get better results. How do you make networking more human and more successful? I’d love to know. kathyatkeepingithumandotcom

A new era of executive communications is here, thankfully. Move over sound bite-spewing CEOS.

Fragmented media compete for increasingly divided customer attention. The decline of trust in corporations combined with the increasing volume and complexity of information have left audiences with a glut of ‘data’ and, yet, a paucity of meaning. And factor in customer demographic shifts (‘Millennials’ anyone?), and social media’s demands for transparency.

People don’t want more facts. They want a reason to care about your company. So give it to them.

Purpose-Driven Communications Eat Strategic Messaging for Lunch

The executive communicator must go beyond company messaging. He or she must be the “purpose keeper” of the company, elevating the company’s purpose to a human narrative that is larger than the sum of its products and services. Being ‘social,’ means more than just being visible across social channels; it means creating a shared purpose by connecting the company with the societal concerns of its customers, and communicating the role his or her company has in contributing to the greater good. Some research suggests that purpose-driven companies also have stronger bottom lines.

According to the 2012 ‘Social CEO’ study from IBM, standing for nothing is just not an option. Jon Iwata, IBM’s SVP of Communications, says that today character trumps reputation management when it comes to communication. While CEO visibility is important, says Iwata, character and relevance matter more, and a strong, clearly communicated sense of shared ‘purpose’ creates meaning, strengthens a company’s character, and keeps a brand relevant. It eats strategic messaging for breakfast and lunch.

Shared Purpose Drives Growth

Culture and strategy are driven by purpose. Strategies change; yet, a well-defined, unwavering purpose serves as strategy’s global positioning system.

Consider Chipotle’s mantra of “Food with Integrity” and the combination of platform and purpose used by CEO and Founder, Steve Ells. Purpose is the guiding force behind strategy, communications and growth. Ells has not only been visible – he was on America’s Next Restaurant in 2012 – his communication of the company’s purpose earned him the title of America’s Most Inspiring CEO according to Esquire (September 2012).

Platform matters; yet, without purpose, visibility isn’t meaningful. Ells’ message of fresh ingredients – and great food – is driving more than just growth. His commitment to his cause has created company champions.

Shared Purpose Creates Customer Value, Trust

The new breed of executive communicator is also the chief storyteller and steward of the company’s values. Stories of shared purpose speak to values. Relevant stories that show how the company fulfills its purpose provide facts and meaning – together.

Purpose is often a key part of the value a company creates. TOMS’ CEO, Blake Mycoskie, says that his company is as much a story as it is a product. The most loyal customers, Mycoskie calls them “supporters” who share that story with others, are connected by a bigger narrative. This allows people to connect to the company story in a way that is meaningful for them. Mycoksie’s platform – that also includes a book, Start Something That Matters – is inextricably connected to the company’s mission of “One for One.” More than a mission, TOMS has become a social movement. There is value in belonging to a movement. Customers don’t buy TOMS for shoes, they buy the TOMS story.

Or consider Zappos. Its CEO, Tony Hsieh, focuses his communications platform on service and delivering happiness; not on sound bites or shoes. Hsieh has taken his company and his personal brand to new heights of relevance and visibility based on his commitment to something larger than the company.


Shared ‘Purpose’ Aligns Strategy with Vision

Moreover, clearly articulated purpose provides a strategic direction. When IBM sold its PC business in 2004, it was a gamble and the company did not yet have a replacement strategy. By the Fall of 2008, IBM’s executives – including CEO, Sam Palmisano, and SVP of Marketing and Communications, Iwata – began telling a larger story of Smarter Planets, and of IBM’s new role as a part of this larger narrative. While IBM didn’t own the idea of smart planning, it drove a shared purpose that other companies, including partners and competitors, could participate in and create new business by doing so.

IBM’s new story of purpose – Smarter Planets and Smarter Cities – helped to align an emerging vision with strategic definition and resources. Smarter Planets provided a much needed roadmap. As a result, IBM reinvented itself and created a new market that was much bigger than the PC business it had. The campaign was not about the company, says Iwata. “It was about hope and solving the world’s bigger problems.” By 2012, IBM’s revenue growth had shown that its purpose -driven approach had paid off, and it’s one that CEO Ginni Rometty continues today.

If a company cannot articulate its purpose, how can it communicate a strategic vision? Contrast IBM with HP today. HP is a company in crisis, without a purpose, a story, or a strategy.

The Executive Communicator Must Be the “Keeper of the Flame”

Brian Solis has called “People” the fifth element of the marketing mix, while Mitch Markson of Ogilvy has called “Purpose” the fifth P. They’re both right, and yet, it’s also about much more.

Today’s socially savvy executive communicator must be the company’s “keeper of the flame,” who connects the organization to a relevant and meaningful mission that people – customers, employees, partners – care about. Products come and go; it is purpose that defines strategy.

Today’s business environment needs a different type of executive communicator: one who leads with purpose, not PR.

Keeping marketing human means your core story is never about you, your technology, or your products and services. As Tony Hsieh, CEO of Zappos, states, you must think bigger than what you do. In the case of Zappos, Hsieh knows the shoes his company sells are incidental. Hsieh maintains that Zappos delivers “happiness.” That’s a tall order; and yet, by any standard, Zappos has one of the best customer service records around. *That’s* credibility.

At a conference I spoke at in September, I met one of the heads of Zappos’ customer service department from Henderson, Nevada. A warm, funny, and customer-service oriented character herself, Vanessa told me all about Zappos’ most famous customer service call – it lasted 8 hours (with a few breaks in between). Now *that* is commitment and something more meaningful than delivering shoes.

So where do you start honing your core story? Start by understanding what your offerings are really about – it’s never about the products themselves. What do your products help people do? What human need is served? That is the most important question your story must answer.

Deconstructing a recent example and re-creating it with a more human slant will illustrate the point. I met a company fairly recently in the biotech space that puts together conferences. All of its messaging focused on conferences. It turns out the conference business wasn’t doing that well because people aren’t necessarily excited about getting marketing messages to come to a conference. Big shock! I pressed the CEO a little further, and discovered that at some of these conferences, a number of start-ups were funded because they met the right investors.

A-ha! The human need isn’t for your conference. What attendees really care about is the chance to get their stories told and attract potential investor funding. The company wasn’t in the conference business; it was in the investor facilitation business. *That* is what attendees care about. This company needs to tell the success stories of start-ups that have been funded at their conferences. Through this lens, its own story of being a funding facilitator is credibly strengthened.

A conference company has lots of competition; a company that facilitates funding so dreams come true has a differentiated message in a crowded market. How much more compelling is it, then, to receive an invite to tell your story to investors who could bring your company to life, versus receiving an invite to yet one more conference?! It’s the difference between pushing products and communicating a higher human purpose that pulls in the right target audience.

When you know your value and how it aligns with the most human needs of your audience, you understand how to tell this story across everything you do. Keep peeling back your messaging until you “hit” on the most urgent human challenge of your audience. It’s not your products and services. Consequently, your marketing messaging shouldn’t focus on them. Instead, tell the urgent story of customer need, and how you serve that need.

So how are you keeping your core story human? Let me know!

Executive communications is an area undergoing rapid change. The best communicators have the uncanny ability to connect with their audience on such a visceral level that we hang on every word. They don’t just communicate; they connect. They don’t follow a script – they paint a picture with their words. They are able to adapt, adjust and improvise because they lead with conviction and feeling, sensing the audience’s needs in real-time. That connection – the ability to adjust and “feel” – is where influence and persuasion lie.

One of the best speakers across the business and political spectrum is Bill Clinton. After his speech at the Democratic Convention in the summer of 2012, NPR called him the “Improviser-in-Chief” for his ability to improvise while speaking.

A comparison between his prepared text and the speech he delivered shows that much of what he said at the Convention was added in the moment. An analysis of his speech analysis shows how much was ad-libbed (green text was added; pink was cut text).

While Clinton was known for winging many of his best speeches, his improvisational skills derive from the fact that he is prepared, confident, and able to speak in a direct, human way. It is because he knows his larger story, his purpose and is deeply connected to his mission – not to pre-packaged sound bites – that he is able to improvise so successfully. Without passion and purpose, no amount of preparation matters.

Clinton’s speech illustrates what “ Jedi”expert communicators are able to do that separates them from the pack.

1. Follow your gut – Clinton leads with feelings, not facts. He senses his audience – how they are feeling, the energy flow, and he is able to adjust. As a “feeler,” he follows his instincts.

2. Ditch the ‘script’ – Clinton doesn’t just wing it. Clinton prepares judiciously and knows his material; he also knows when to ditch the script. Knowing when to deviate from the plan is the difference between talking at and connecting with your audience. Speak from your heart, not your slides.

3. Paint a vision of purpose – While technical communicators focus on facts; experts such as Clinton aim for the heart, not the head, by communicating a purpose, a larger “mission” of what could be that connects his audience together. He creates a collective “we” that builds a coalition of commitment to something big: in this case, a vision of a better America.

4. Create a simple narrative – Experts speak in simple, human tones. While others use statistics and jargon, Clinton speaks to the audience in a direct, no-nonsense way. He takes complex topics and breaks them into simple, digestible explanations and stories that “stick.”

A Jedi master knows that preparation is imperative. He or she also knows that the ability to ditch the script and speak simply and passionately to a larger collective purpose is the difference between communicating and connecting.

The best communicators connect because they “keep it human.” Do you?

If you read my blog or any article I’ve written, you know this is mission of mercy for me. As a marketer, storyteller and improviser, I have seen humor deliver results. Humor IS human and in a world of sameness, increasing noise and complexity (big data, anyone?!), humor has the ability to start a conversation in a way that boring, white-noise messaging cannot. Make no mistake – the situation is getting worse. Take any press release for a high-tech company, cut out the company name, and you have messaging that sounds the same. Sure you’re unique – just like EVERYONE ELSE!

Here’s the reality: “Safe” is the new risky. Whether it’s using humor or another method, b2b marketing needs a lighthearted, human touch if it is to stand out.

Last week, I had the one and only Tim Washer (marketer, comedian, corporate video funnyman) on my podcast , and we chatted about ways to lighten up your marketing, reduce some risk (there is no such thing as risk-free marketing!), and measure results. Most b2b companies are still struggling with ways to humanize their messages, so starting with humorous video on YouTube is a very high bar. Instead, here are some ‘digestible’ ways to think about diving in.

Think witty, not comedy. Your communications don’t have to result in audience spit-takes and howling laughter to make a difference. Sure, we’d love it if that happened. However, even making your audience smile is enough to make them remember you, rather than tossing your stuff into the circular file cabinet. So if you’re new and a bit unsure where to start, think ‘witty’ first.


Stories, stories, stories.
Stories are the starting point for any great humor. If you are considering video, stories matter more than production values – every time. When was the last time someone forwarded a video, adding, “Hey check out the production values!” Start with a great story.

The truth is funny. Where do we look for great stories? Start with the truth. In improvisation, we call this “slice of life” stuff because it’s relatable –it’s the universal every day stuff. Comedy starts with the truth, and takes it to places that are goofy, even extreme. Where do you start mining for ideas for video or even for written material? Start with the pain points of your industry, your audience, and those of your ideal customers. What drives customers in your industry crazy? Probably vendors with bad marketing! Relationships can be a great way to explore the comical truth. Kinaxis has a very funny video that parodies the ‘awkward’ relationship between a vendor and customer. It does this by comparing this relationship to a romantic one – and it is! We can date companies and that doesn’t mean we’re loyal.

Vet internally. Forget marketing as science here, I believe in experimenting and marketing is a lot art. Fail fast, cheaply, and internally first. This does not mean getting lots of people involved in the process. Creativity by committee rarely happens and that will kill humor quickly. Rather, this means test your content internally before you go externally. Tim suggests sales conferences and organizations as a great place to start. Salespeople love to laugh and you’ll know pretty quickly whether your material works or not before you invest more time and money into something that won’t work outside the company. And if people don’t laugh – don’t rationalize it. Either it’s viscerally funny or not. Humor is a feeling, not a justification. If people don’t laugh, you have your answer, and it’s back to the drawing board.


Get thee to a great ‘writery.’
Seek help from the more experienced. Humor is a craft – just like any other. Hire someone who understands storytelling, and joke writing. And you don’t need a big budget. Tim suggested contacting your local university and asking for their creative, communications, or scriptwriting departments/classes. Finding students who specialize in these areas is a great way to get talent without having a marketing agency budget. And, just because marketing agencies understand marketing doesn’t mean they will understand how to write with humor. It’s a skill; so look in the right places.

Measure the ‘right’ things. Unlike with consumer products, b2b organizations sell products and services that have a longer, more complex buying cycle involving more risk. Humor isn’t going to drive direct sales. However, humor, as with any campaign, can have a tremendous indirect effect. Tim, who has created funny videos for IBM and now for Cisco, has used this content to cut through the messaging crapocalypse and gain the attention of press, tradeshows, and influencers. That gave the trade press a reason to write about these products – the message was fresh. The videos are also conversation starters for salespeople, who use them to grab attention from uber-busy prospects. Humor is a way to jumpstart conversations, have more of them, and enable quality conversations with the right audiences: prospects, key influencers in your industry, and trade press, generating PR and traffic.

Start Somewhere, Even if it’s Small
Humor can be daunting to any marketer, especially those who work for big, conservative b2b organizations, where humor doesn’t have a track record. Rather than with a large video campaign, start smaller. Think witty, not ‘comedy,’ as a starting point. Create content for internal consumption, vet it, and then re-purpose externally. There is risk in any campaign, whether humor is used or not. Get over it.


Being in b2b is not an excuse to not be human. Safe is the new risky. In age of increasing amounts and complexity of information, your audience is hungry for meaning and connection. Humor is a conversation starter. And it can drastically change public perception because of the surprise element. One of the reasons the video series from IBM that Tim worked on – The Art of the Sale – was so well received was that it shattered the company’s previous image as being stodgy and out of touch. And, no one expected that from IBM – it was the preemptive element of surprise that changed the conversation. That difference in perception is an invaluable creator of value because it is a precursor to financial ROI.

So humor me, yourself, and your audience. Humor is human and it’s one of the most powerful and universal ways to connect. If you cannot connect with an audience, you won’t be heard.

So if funny is scary, just start with fun. You can’t get to funny without ‘fun.’ Really! Try spelling it.

<Read my another interview with Tim Washer>

Follow Tim: @TimWasher
Follow Kathy: @Kathyklotzguest

If you took a journalism class in school, you know how important the inverted pyramid is. Give people the top headline first – then the details. Start with the big a-ha headline – always – to grab attention.

Yet, too many companies – especially in technology – get caught up in the weeds. They start at the bottom of the pyramid, in the details, rather than starting with the most important element – the big human need headline! Too much marketing focuses on the ‘how’ (process, methodology, technology) when it should focus on the human need first. That’s the big headline your customer cares about.

I was recently investigating a company on behalf of a client. I was asked to see what the company could do to drive new customer acquisition. In my first meeting with this technology company, the account manager started by telling me all about the profiling technology and how it works. What?! We were so far in the weeds, and we hadn’t established a fit based on need. So why would I care about how the technology works? I didn’t!

I stopped the conversation and said, “Let’s not talk about HOW the technology works. Tell me how you will grow my client’s business. How will my client be better off because of working with you?” The account manager was trained to speak about technology, not about the human need.

Ditch the technology discussion! Start with the human need. The account executive should have started with something along the lines of, “I hear, Kathy, that your client’s number one focus for growth is new customer acquisition. We can help your customer grow its ideal customer base, increase loyalty, and we can typically reduce the cost of acquisition per customer. That means profitable growth while marketing expenses decline.” Better right?

Another way to demonstrate that you can meet my human need is to tell me a story that shows me how you have helped other customers. “Kathy, company A came to us with a similar situation and they were about your size. They had plenty of the wrong customers. After working with them, the company not only increased the top line, they grew repeat sales by targeting the ideal customer. We could do that for them by analyzing their current best customers and finding more prospects just like those. We increased conversions by 15% and reduce customer acquisition costs by 30% in two months.” You can hear and feel the difference.

Another big human need here is reducing personal risk. Personal risk is as important – if not more! – as business risk when it comes to purchasing. This underlying human need for reducing risk often keeps people from challenging the status quo. This vetting was on behalf of a client, so I need to know a solution can make me look good. This company knew that; yet it never took the opportunity to actively address it. I had to ask repeatedly to extract an answer. Here’s what they should have said: “Kathy, I see this is for a client of yours, so you feel some risk. While we encourage an investment of $X, we can accelerate the program and, if after 2 weeks, we’re not getting results for your client, they don’t pay.” That’s a huge headline that addresses another big, personal human need.

And always get rid of the jargon. Instead of saying, “our breakthrough algorithms use pixels to match the threshold profile…” which is how this conversation started. All I heard was, ‘’blah, blah, blah!” Stop! Tell me in simple terms, such as, “Kathy, we learn the behavior of your best customers as they shop on your site. We then find potential customers on similar sites by targeting new customers who share similar characteristics to your best existing ones.”Simple is best – especially when the details can be complex.

The details of “how” you work are never the lead story, especially for a technology company. Technology is only as good as the lives it improves. So tell me why I should care. Or tell me a story of how it helped a similar-sized client meet a goal.

Save your ‘how’ for last. If I don’t care about the why and what – I sure won’t care about the how!

Think Un-Product

I was waiting to see the movie, “Lincoln,” last weekend when the this “trailer” played in the theater.

“Oh no,” I thought, another cliché movie about finding love and missed connections, literally and metaphorically – as love between two bloggers blossoms as a result of a chance encounter at an airport.

Sears, Connecting Flights

The fabulous surprise ending revealed it was not another ad for a cheesy romantic comedy (thankfully!); rather, it was an appliance commercial for the everyday store for hardware and house wares, Sears. In fact, the product is appropriately only in the last scene of the video. Sears got it right: story before product.

Love May Be Hot, But This Fridge is Cold

Besides the fun surprise ending (which I love), this video hooks us in by telling a story. The product makes an appearance – comically – in the last scene and that’s as it should be. If you want to make products relevant, don’t think ‘product’ focus for your videos. Instead, think ‘story.’ Customers’ lives don’t fit into product stories; instead, products fit into the stories of customers’ lives. So why not focus on the life – albeit a romantic one – of a customer couple.

Fun and Surprise Work – Every Time

There is nothing fun or exciting about appliances. Yet, appliances are everyday items that fit into the context of our lives. When romance and life are unpredictable, appliances from Sears, by contrast, are reliable. Humor that shows stark contrast works, as does the element of surprise. Up-end your audience’s expectations and you grab attention.

By focusing on telling the larger narrative of a customer profile – in this case, the young and in-love couple –mundane products have a context and a back-story that draws us in. The story of a product is bigger than the product itself. In fact, the product’s specs and features are never the story. Moreover, when you are dealing with perceived commodities (in the minds of customers), the only way to differentiate your product is the story you wrap it in. Providing an emotional wrapper is the key to standing out.

Want your product story to stand out?

Start by up-ending expectations with your product videos. Tell the larger story of your customer, think “un-product,” and have some fun.