Kirk Tanner

Kirk's writing style

Kirk Tanner writes like a product marketer who used to edit a corporate video script: short, declarative opening lines followed by one- to three-sentence paragraphs that pack a single claim, then a customer quote or a bulleted list in the description. Sentence length is mixed but deliberate: one-sentence headlines (“Webinar | Fishbowl and Avalara: How Product Based Businesses Are Handling Sales Tax in 2026”), two- to four-line explanatory paragraphs, and then very short quote blocks lifted straight from interviews (“Now that's Fishbowl.”; “Fishbowl Inventory is a powerful, cloud-based inventory”). Kirk favors rhythm over rhetoric — open with a concrete outcome, follow with specifics (hours saved, vendors consolidated, integrations), close with an endorsement or a CTA. He uses whitespace in video descriptions and section headers to signal scannability: a short lead, then a three- or four-item list of what the video covers, then logistics (date, webinar length, sign-up). In video cuts he follows a repeatable pattern: headline frame, 60–90s customer soundbite, 3–5 screen-capture demo clips, and a final one-line brand tag. The overall tone is practical and functional rather than ornate; formatting signals — quotes, section headers, and time-saving metrics — carry the persuasive weight.

Who Kirk writes for

Kirk Tanner is addressing buyers and operators within small and mid-sized product businesses: inventory managers, operations managers, manufacturing engineers, warehouse managers, and ecommerce directors who run multi-channel fulfillment. He also writes for accountants and accounting firms that implement systems — QuickBooks users, VARs, consultants and solution providers — as shown in the "Become a Fishbowl Partner" copy and the repeated QuickBooks/Xero/NetSuite integration notes. The content repeatedly calls out scenarios familiar to CFOs and finance leads at SMBs: managing dozens of vendors, reconciling inventory against QuickBooks, and responding to state-level sales tax changes. Evidence in the snippets points to two sub-audiences: shop-floor/production teams that need traceability and work-order visibility ("manage and track all of our production and inventory", "bills of materials"), and advisory partners who resell or implement ERP-integration solutions ("accounting firms, consultants, VARs"). Kirk writes assuming his reader is operationally fluent — they care about workflows, vendor counts, hours saved, and compliance deadlines rather than high-level strategy.

Kirk's signature hooks

Kirk Tanner uses a small set of repeatable opening moves. First: partner + problem + year webinar headline. Example paraphrase: "Webinar | Fishbowl and Avalara: How Product-Based Businesses Are Handling Sales Tax in 2026." This frames timeliness, a named partner, and a single operational problem. Second: single-sentence customer outcome as the primary hook. Paraphrased example: "What was taking fifteen or twenty hours every week now takes one or two hours." That opens case studies and testimonial videos immediately with measurable benefit. Third: product + role framing for straight demos and overviews. Example: "Fishbowl Inventory: The Ultimate Inventory Management Solution" or "Fishbowl Drive | Cloud-Based Inventory & Warehousing." Those headlines signal who should watch and what problem will be solved. Kirk cycles these three hooks — partner webinars to drive authority, customer-savings soundbites to drive trust, and product-feature headlines to capture search and demo intent.

Posting cadence and format mix

Kirk Tanner publishes a mix of long-form webinars and dense short-form clips, then repurposes content into case-study variants ("pt 1", "pt 2", "short", "long"). The snippets show a steady output: product overviews (Fishbowl Inventory, Fishbowl Drive), two-part webinar series (AI Manufacturing sneak peek), and a steady stream of customer case studies with both long and short edits. He favors video over long-form text: most assets are recordings, demos, and testimonial clips rather than opinion essays. More of his output is demonstrative — feature walkthroughs and real-customer metrics — and less of it is thought-piece commentary or personal storytelling. Format preference ranking: lengthy recorded webinars (30–60 minutes) and product overview videos sit at the top; 30–90 second testimonial and highlight clips are frequent repurposes; two-part or multi-episode rollouts (sneak peek + beta access) are used to build interest. Posting pattern suggests publishing a long asset and then releasing 2–4 short clips from it over subsequent days to maximize reach.

What to steal from Kirk

Open every product or webinar post with a compact headline that names the partner, the audience, and the year: "Webinar | [Partner]: How [Audience] Are Handling [Issue] in [Year]." Start case-study videos by pulling a single quantifiable customer quote and making it the first line: "What used to take 15–20 hours now takes 1–2 hours." Publish each long-form recording plus 2–4 short edits: one 30–60s customer-soundbite, one 60–90s demo highlight, and a 15–30s social teaser. In video descriptions list 3–5 concrete takeaways in the top lines (e.g., "How Fishbowl simplifies inventory tracking", "AI-driven forecasting", "Integrates with QuickBooks") so scanners see benefit immediately. Close videos and short clips with one repeatable brand line or CTA — a short, memorable phrase that can be reused across assets (for example: "Now that's [ProductName]").