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Customer Stories Power Your Products—and Your Marketing

By |2017-02-21T18:34:01+00:00February 2, 2014|

While some companies are rewriting the playbook on product and service design, too often storytelling begins after the product is finished. Some of the most important storytelling, however, happens before and while the product is being built. The savviest designers know that telling the story of your customer and their human challenges first is necessary to design a product that fits into an existing human narrative to make it better. [...]

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Make 2014 the YEAR You Add Humor to Your B2B Marketing – My Chat with Tim Washer

By |2017-02-21T19:17:11+00:00January 10, 2014|

I had a great time chatting with my favorite marketing funnyman and fellow improviser, Tim Washer, about one of my fave marketing topics: adding humor to b2b marketing. Tim says he'll be back at least 5 times to keep up his SNL-like co-hosting bonafides! I'm holding him to that. 2014 is THE Year for Humor in B2B Listen to the podcast. New Marketing Podcasts with kathyklotzguest on BlogTalkRadio Adding Humor [...]

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A Humorous Look at Entrepreneurship and Invaluable Marketing Lessons Along the Way

By |2018-01-06T01:55:03+00:00November 27, 2013|

I had a great conversation with fellow marketer, entrepreneur and humorist, cartoonist Kriti Vichare on my podcast Nov 26th. If you are an entrepreneur, you have to be able to laugh (and learn from) the inevitable stumbles along the otherwise romanticized path. She is the creator of the #entrepreneurfail comic series.   Big Marketing Lessons Open your ideas to others. The value isn't in the idea alone; it's in the [...]

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B2B Marketing Humor – Put the FUN in Funnel to Widen it

By |2017-02-21T19:26:40+00:00November 11, 2013|

Fun and humor are great at driving awareness and conversation – that is what you need for the top of your funnel (yes, *that* f-word!). The surprise that humor creates is an effective pattern disruption precisely because it’s unexpected – especially in B2B. One day, humor in B2B won’t be such an anomaly. Until then, I’m on a mission of mercy. B2B doesn’t mean blah to boring! The first few [...]

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Content Marketing Lessons From Cartoons: A Chat with Liza Donnelly

By |2017-02-21T19:36:32+00:00September 21, 2013|

On Sept 19, I had the pleasure of chatting with The New Yorker cartoonist, author and TED speaker, Liza Donnelly about her craft on my podcast. My belief has always been that cartoons are content worth sharing and that marketers can learn a hell of a lot about creating meaningful content by thinking like a cartoonist - that means thinking in big idea headlines that pack the truth. What’s more [...]

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Hey CMO: Your Product Story Sucks! Great Product Marketing Needs a Better Story, II / II

By |2018-01-06T02:54:04+00:00July 9, 2013|

This is part II/II. Read Part I here. Show How Customers’ Situations “Change” Users don’t buy ‘value propositions’; they buy something bigger that helps them in their lives. The most important part of a story, therefore, is showing how the hero/protagonist of the story changes. What can your customer do now because of your product or service that he/she could not do before? That’s story rocket fuel. Your product or [...]

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Hey CMO: Your Product Storytelling Sucks! Great Product Marketing Needs a Better Story, I / II

By |2018-01-06T02:54:50+00:00June 28, 2013|

Product Storytelling Matters Humans are wired for stories; we’re storytelling animals. Yet, we’re living in an era of ‘Big Data’ information overload. There is too much data chasing too little mindshare these days. That’s because data itself doesn’t create what people want most: meaning. The resurgence in storytelling, the original social medium, is an important and welcome evolution for a number of reasons. Stories are memorable. And because they are [...]

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Marketing Storytelling: Six Big Lessons From Improvisation to Improve Your Results

By |2017-02-21T19:58:38+00:00June 21, 2013|

I am a marketer and improviser and that makes me a storyteller. And “digital storytelling” is critical today. Few things stretch your comfort zone (read: scare the pants off you!) like improvisation (Think: Whose Line is it Anyway?). Improvisation is a storyteller’s weight training. There is no safety net or edit button – you are creating scenes in real-time on stage based on audience suggestions. It can be downright uncomfortable, [...]

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Nest Labs: Great Products Still Need Great Marketing Stories

By |2018-01-06T02:56:01+00:00May 24, 2013|

I gave a workshop recently about humanizing products and marketing, and we talked about why narrative and great stories matter during design and in our customer communications. Stories of empathy and customer needs inform the design process, and, when we know what challenge we’re addressing with our products, we then know how to tell the story of overcoming that issue when it comes to marketing communications. Even great products need [...]

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