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Stop Boring Me!

$8.99

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  • By Kathy Klotz-Guest
  • Founder of Keeping it Human, Author
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Overview

Coming up constantly with a steady stream of marketing content, stories, and ideas that inspire excitement, interest and banish boring can be challenging. Your content-weary audience is saying “Stop Boring Me!” You cannot connect meaningfully with your audience if you bore them. There’s just too much content chasing too little mindshare today. And most business marketing stinks because it is transactional, superficial and not human.

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The good news: it doesn’t have to be that way because everyone is creative. Your inner kid is smart because it knows how to play. What if you could create engaging marketing content and storytelling, and generate kick-ass, fun and relevant ideas for stories, articles, branding, social media campaigns, sales presentations, and even new products? Well there is a fun way to do exactly that: by applying key concepts from the world of improvisation. Don’t worry – this is not about theatricality, so you don’t have to perform. It is about playfulness, however, and unleashing your inner kid. Bringing key concepts from the improvisation stage to your marketing, sales, branding and products page – or business stage, if you like – can help you, your team, your company and your business generate ideas that kick boring to the curb. While this book will help you be more funny, it’s focused on fun as a creative catalyst for content idea orgasms: when different things come together in a fresh, human and engaging way that makes you and your audience say “aww yeah!”

The first half of the book centers on how to use key improv concepts to craft and tell better stories for sales, social media, articles, presentations, content, and other story-related contexts. The second half of the book is all about innovating massively creative marketing ideas for products, content, campaigns, customer service, sales processes, you name it. While this book was written primarily for marketing people who have to create content, tell stories, make presentations; anyone in the idea-generation business (and who isn’t) can use the tips in this book. Whether you are in marketing, sales, HR, product or customer service, these exercises will help you innovate and unleash more creative awesome into your work. Here is to more idea orgasms for you and your audience.

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Contents

Acknowledgments
Introduction: 185 Marketers Walk Into A Bar
Chapter 1 Everything Great I Learned About Marketing Came From Comedy
Chapter 2 Once Upon A Time
Chapter 3 Delaware Punch And Studebakers
Chapter 4 Everybody Has A Want
Chapter 5 It’s About U
Chapter 6 Spare Some Conflict And Change?
Chapter 7 Hey Partner, You’re Looking Good
Chapter 8 Embrace Imperfection
Chapter 9 Idea Orgasms! Improv Exercises To Unleash Your Creative Awesome
Chapter 10 Final Thoughts: Safe Is Risky
Chapter 11 Bonus Chapter: We’re All Improvisers

185 MARKETERS WALK INTO A BAR

 

Welcome!

First, I want to give you a heartfelt “thank you” for buying this book and investing your time in it. I hope it gives you great ideas, makes you smile, helps you to look at content and storytelling in new ways, and banishes boring from your marketing. Your audience wants to be inspired, entertained, and educated. I know you care about that, too.

Big Marketing Challenges: Humanity and
Connection

I wrote this book because content, storytelling, and marketing in general need a shot of creativity, humanity, and fun if they are going to get results for your business. Together, we’re going to eradicate boring,
superficial storytelling and bad content. Sadly, there is too little meaningful content today. It’s a case of too much ineffective content chasing too little (and over-saturated) customer mindshare.

In its most recent survey, the Content Marketing Institutei listed generating new content among the biggest challenges businesses of all sizes face. In the work I do with organizations, I see many of the same “stuckness.” The challenge is more than just content ideas and volume of content. Marketing teams sometimes forget how to add human elements in their storytelling and content that would make a world of difference in connecting with audiences. Most business storytelling and content reads like a transaction rather than a conversation with emotion. Creating storytelling and content with an emotional ‘punch’ that gets people to act can be tricky, both in crafting the right types and amounts. We all feel content overload. There is no easy app to fix that.

Like many content marketers, or marketers in general, you, too, may be hitting a wall—and not one of those fun climbing walls—coming up with fresh, engaging ideas. Or you may wish to humanize your storytelling by giving it more emotional resonance, which makes a difference in
engagement and sales. No sale starts without a connection. Connect with the rational and emotional centers of your buyers’ brains and you’ll sell more.

Marketers spend a great deal of money on PPC (pay per click) and SEO (search engine optimization), content distribution, tools to manage our social posts, and data analytics—all important, technical parts to content management. Yet, how much time and money do marketers spend on creating content that inspires, helps, and engages people? Too often, organizations throw technology at the content issue and end up scaling ineffective content.

We have to start with really great content.

Back away from the content calendar, grab a cup of coffee, and let’s look at content in a different, much more creative way. Improv methods increase the fun, utility and humanity quotients in our marketing, and allow us to see things in fresh ways when we need it most. When content is at its best, it produces results by grabbing something visceral in your reader so they share it and eventually contact you. I believe improv-powered techniques can help get us closer to creating the kinds of content audiences want and marketers want to produce. No kid ever says, “I want to grow up and create boring content for a living!” Your inner kid wants to play and be creative. Your audience’s inner kids want that, too.

ABOUT THE AUTHOR

Kathy Klotz-Guest

Kathy Klotz-Guest, MA, MBA, MLA, is a business storytelling strategist, author, speaker, and comedian. Founder of Keeping it Human, her mission is to help organizations turn jargon-monoxide into compelling business stories, abolish boring marketing, and uncover boldly creative ideas for marketing content, products, branding and more. She calls them idea orgasms! A podcaster (Keeping it Human's...

Kathy Klotz-Guest, MA, MBA, MLA, is a business storytelling strategist, author, speaker, and comedian. Founder of Keeping it Human, her mission is to help organizations turn jargon-monoxide into compelling business stories, abolish boring marketing, and uncover boldly creative ideas for marketing content, products, branding and more. She calls them idea orgasms! A podcaster (Keeping it Human's Improvised Marketing Show), stand-up comic and improviser, Kathy has written two other short books on humor, content, and storytelling (The Executive’s Bedtime Guide series) in addition to Stop Boring Me! How to Create Kick-Ass Marketing Content, Products and Ideas Through the Power of Improv.” Her work has been published in Convince and Convert, Business of Story, Marketing Profs, Ragan.com, PR Daily, Business2Community, and CustomerThink. Her 7-year-old is still her favorite audience to make laugh.

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