Kathy Klotz-Guest

A Marketer’s Hu-manifesto on Humor

Humor is about as human as you can get. It is one of the best ways to connect with an audience as well as increase your return on joy. Who doesn't want that?! I dusted off my now several-years-old Hu-manifesto on humor (Humor-festo just...

Create a Marketing Movement from the Inside Out

I've always joked that marketing is a not missionary position! There is truth in comedy. Marketing is about preaching to the already converted. Your job is to attract people who believe what you believe. Too many businesses focus resources on marketing individual products and services....

Every Company is in the ‘Simplicity’ Business

A client at The United Way Silicon Valley said the following to me after a recent storytelling workshop I gave: 'You made the topic so simple to get. You took away all the complexity we were struggling with and gave us a much-needed, relevant, inspiring...

Marketing Multiplier: Empowering Advocates with the ‘Right’ Stories

There is a big difference between customers and advocates. Advocates are the passionate fans that talk about you and, by doing so, scale your marketing efforts. They are your best and most important marketing champions.What do you need to engage them? Why should they...

Yes, and

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...

How to Eliminate Marketing Jargon-Monoxide Poisoning ™ Before It Kills Your Business

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

Marketing Lessons From the Comedy Stage, Part II

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

Marketing Lessons From the Comedy Stage, Part I

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...

Marketing Is Not Your Logo! It’s Your Story

Marketing is about the story you tell your customers, and the stories they tell about you. If there's a big gap between who you say you are and who customers say you are, you have a problem. I can't tell you how many times...

Hey Marketers! Every Company Must Be a Storytelling Company

I wrote and posted this article well over one year ago. I find that it has become even more important! In fact, I just had this same conversation three times this week! As a result, I am re-posting with a few minor tweaks. You...

Today’s Executive Communicators Must Be The Company ‘Purpose Keepers’

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'...

Creating a Core Marketing Story that Matters- It’s Much Bigger Than Your Company

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...

Secrets of Executive Communications Jedi Masters

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...

Humor Me! Lighten Up B2B Marketing and Get Results

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...

Great Marketers Communicate ‘Upside Down.’ Give the Human Headline First

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...

Successful Product Videos Aren’t About Products

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…

6 Ways Poor Communication Kills Customer Value and Your Business

The way you communicate with your audience either creates or destroys value. And communicating doesn't mean that you're successfully connecting with people. When marketing communication is brief, focused, and simple, it can add value by challenging your prospects' status quo, expanding their options, and...

Marketing Success – Plan, Then Improvise

I was at the Applied Improvisation Network conference in San Francisco last week as a speaker, attendee, and conference organizer. I – like many attendees – apply principles of improvisation (not improv comedy, although I do that on stage) to improve client outcomes. Improvisation does...

Human-Centered Design: Where are the Product Storytellers Today?

Great marketing IS storytelling, and it is the essence of connecting with your audience. So why aren't there more storytellers in product – especially in high-tech? Many companies gather customer requirements, build in a few of the most important needs, create a prototype, and collect...

Be a Better Marketer – Stop “Marketing!”

"You can make more friends in two months by becoming more interested in other people than you can in two years by trying to get people interested in you." – Dale Carnegie Carnegie's timeless wisdom is even more important today. The explosion in data and...

New Posts