Comedy writer/producer, Tim Washer, shared his improv rules for creating award-winning content at this year's Content Marketing World. During his session: Improv Rules for Creating Award-Winning Content, Tim gave his own personal rules for presenting captivating content to a room full of attendees.
Tim believes that no matter the industry, people like to laugh. He then adds that recent studies show 75 percent of all B2B marketers are people.
Tim's rules are as follows:
- **Get into the open mode **
Here, Washer quotes the infamous John Cleese about creating an environment that is both open and comfortable, making the connection that once you have reached a comfortable state, your mind can think more creatively. By working in an environment that welcomes ideas, you are able to create without mental restrictions.
Providing even more evidence for these claims, Tim uses PBS StudiosDigital as a great example of the link between creativity and success.
When you have the ability to be in "open mode," that fear of making mistakes goes away. He encourages that "there are no mistakes, only gifts."
- Production Experience
Shrink the committee
It's important that once you develop an idea, narrow the scope of input you receive from a committee. He describes connecting with your partners as similar to playing in the sandbox. Have coffee, get to know your partner and ask, "How can I help my 'partner' be successful?
Invention through failure
"Follow the fear"
Failure is not something of which you should fear or be ashamed. It should not hinder your ability to want to try again. Tim suggests that failure gives you insight, which is never a negative thing. Because the best ideas stem from some of the biggest missteps.
Smartphone studio
Location is key for captivating sound and content, and has a tremendous influence on tone. Why not try interviewing target customers at their location to get a true sense of who they are?
Story, not adjectives
Finding an anecdote that captures your audience is key to establishing a relatable connection.Make a case, rather than a claim.
One of the many successful videos that Tim created at Cisco was a commercial for Valentine's Day that he put together for the Cisco ASR 9000 Series Aggregation Service Router, a top of the line router for big companies. Using an anecdote and humor, Tim's video earned more than 200,000 views and attention in New York Times blogs.
- Comedic Formulas
The Hard Left Turn is a concept that hits you smack in the face when you aren't expecting it. The Sears commercial below is a prime example.
**Juxtaposition **is the process of taking two things in side-by-side comparison and creating a web of ideas about each topic. Eventually you will be able to make a connection between the two.
In the photo above, a connection is made between Honda and a deer. Two things you would never typically associate together. It also provides humor, helping the viewer make a connection between the two.
A few other examples he utilizes include:
Pain: Try playing around in an area that a customer may experience pain, and you immediately create a connection. (And more than likely, a laugh.)
Pattern: Determine what some of the comedic aspects in your company are, and play off of that.
The biggest takeaway?
Allow your creative side to come out. Have fun with your content and don't fear humor. As Tim said it best, " Humor evokes positive emotion, cuts through the noise, demonstrates authenticity, and redeems."
About Tim Washer
As a comedy writer/producer, Tim has studied improv under Amy Poehler and even wrote for her on Saturday Night Live. Tim has studied comedy writing under Tom Purcell, head writer for The Colbert Report and TV comedy appearances include HBO’s Last Week Tonight with John Oliver, the Onion Sports Network, Conan O’Brien and a T-Mobile commercial with Catherine Zeta-Jones.
Main image courtesy of: http://www.timwasher.com/
