Learn how to really listen: When we have conversations, especially with clients and prospects, we tend to follow a standard script of key points and value propositions. We end up latching onto a word or term we can relate to and finding a way to push our own agenda. You need to throw this approach out the window. Instead, we need to truly listen and take in the full context of what people are saying. Only then can you determine the best way to continue the conversation.
Create from abundance: There are many improv principles that sales reps and marketers can apply. One of the most well-known exercises they can use to expand their creative horizons is the “yes, and” exercise. When we collaborate with team members, we tend to shut them out if we don’t fully agree. However, “yes, and” is the framework to create an abundance of ideas and content. The rule is that you never say no to an idea; you say “yes” and then add your new twist in the “and” As you’re chatting with colleagues and coming up with ideas, saying “yes and” will help you acknowledge, refine and further build upon ideas.
Don’t be afraid to fail: Eninger noted that “a killer idea only works when you can sell it to the crowd.” From the perspective of Second City, one of the most reputable improv organizations in the country, that means spending hours in the writers’ room, only to find that some ideas fall like a lead balloon in front of a crowd. Failure happens, and marketers shouldn’t be afraid of it. We should use failure as a way to determine what doesn’t work and find ways to move forward and improve.
Start with your own story: For some marketers, creating content from the audience’s perspective can be challenging. It takes a significant shift in thinking and, in the end, storytelling. Start with your own story. Then, determine the role that other characters may play in the story and what their experiences will be. Peeling back these layers can help you uncover a new story and ideas for content.
If you’re in need of a creative team to “yes, and” for you or with you, we’re always ready to partner with fellow marketers to craft strategic marketing campaigns. Our content strategists take pride in building creative content ideation that connects the dots between your content and your buyers. Let us know how we can help.