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 doesn’t sound right) and why it matters in business and marketing, as in life. I updated it and am sharing here.

Enjoy!

Humor matters. www.keepingithuman.com

1. Humor is an attitude of fun. You can have a sense of fun without having to be “funny.” Don’t force the funny – you’ll hurt yourself. Humor opens you up to the joy of the moment. Attitude is the most important determinant of success. Time flies, but *you* are the pilot. So fly with more joy and fun.

2. Humor attracts like. When you share appropriate humor, you build rapport and strengthen relationships. Happy begets happy. It’s universal law. I don’t make those rules. But, if I could have; I would have. They are damn good rules.

3. Humor oils the innovative engine. Use it regularly. It’s part of the creative process that drives innovation. When we use the ‘humor’ brain, we are leveraging the creative brain, and are open to fun and spontaneity. Sometimes the “A-Ha” comes during the “Ha-Ha.”

Humor is human. www.keepingithuman.com

4. Funny Makes Money. This is especially true in speaking and writing – and often in marketing. I am looking at you, b2b. Humor offers a huge pattern disruption, cuts through noise, and let your messages get through. That is especially important in an age of content explosion and diminishing mindshare. Humor helps you stand apart from the crowd. Be heard – not one of the herd. Plus, humor helps people learn. And we all want to be educated, right?

5. Humor humanizes. An organization that values humor and laughter creates positive energy that powers everything it does. Additionally, a company that can laugh (especially at itself sometimes) adds a human dimension to its brand. Good humor doesn’t kill brands. People (doing dumb stuff) do.

6. Humor is the greatest people skill you can have. No kidding. It makes you likable. It opens up positive channels of communication with others. It’s emotional ‘cable.’ Humor is highly correlated with emotional intelligence – and career success. Take that, and your bigger paycheck, laughing all the way to the bank. Until you get to the bank – they are not fun.

7. Humor puts people at ease. Builds rapport and reduces tension. It’s a natural pain reliever that won’t hurt your liver. Organizations that laugh more are more productive and less stressful. I want to stress that.

8. Humor aids in memory retention. Make people laugh – and they’ll remember you. People remember not what you did, but how you made them feel. Make people feel great.

9. Humor is a part of a great customer-service strategy. It delights and surprises. Empower people to have fun at work and to convey that in their interactions with customers. You can’t give to customers what you don’t feel. Good, rapport-building humor is corporate culture connective tissue. Make sure your culture is happy, not crappy.

10. Humor is an indicator of morale. Just as good humor is a sign of a healthy company, rife inappropriate humor is a huge red flag for any organization. Don’t ignore it. Constant inappropriate humor indicates a lack of respect for the organization, its customers (look at Enron – they made fun of customers and how stupid they were) and a lack of trust. These are lethal to a healthy corporate culture. If employees exhibit toxic humor, run fast! It’s gonna blow!

Toxic humor is dangerous. www.keepingithuman.com

11. Laughter is good for the soul, bad for the crow’s feet. Mileage is inevitable, but smiling takes off years. It’s better than botox. Increase your “smileage” and turn back the “old-ometer.” Aging is an inevitable destination; you might as well enjoy the journey.

12. Humor, like love, is a universal language (although ironically and paradoxically subjective at the same time. Hmmmm…!). So, move over math. That’s right, pi, I’m talking to you.
Humor makes people happy www,keepingithuman.com

This blog post is my interview with Glass Hammer magazine. I was interviewed in January 2013 for a piece on women executives and their relationship with humor! So listen up, funny ladies.

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

Women and humor: Kathy Klotz-Guest

Interviewer (TG): A recent study found that when women use humor at work, it tends not to go over so well. Why do you think this is and based on your experience working with both men and women, is this something you’ve encountered?

Kathy Klotz-Guest (KKG): I have experienced it to some degree; but honestly, not to the extent the study describes it. While I am familiar with that study you reference and there is some truth there, women also are just as capable of using great humor. I’ve seen men make some huge mistakes with humor and they just move on more easily.

Women are funny and I know many funny women who aren’t afraid to wield it! We give ourselves permission to try, learn, grow, etc. However, yes, I have seen it not go over well, and it is less about capability and more about the relationship to risk that I spoke about earlier. I also know that when it doesn’t work for women, it’s the women who beat themselves up; not the men. The next day the men have forgotten all about it and have moved on; the women don’t! Men have also dominated board rooms longer and it’s a male culture; there aren’t many women on corporate boards. Women are trying to acclimate to a climate that is fairly new to them. They need to be themselves and use what works for them.

take some risks with humor www.keepingithuman.com/blog

Women over think it. The bottom line is humor can’t be orchestrated and scripted all the time. Lighten up, give yourself permission to have some fun and stop agonizing about it. Be playful – it’s less work and has a higher return!

Lighten up! http://www.keepingithuman.com/blog/

TG: The study also found that women often resort to self-deprecating humor at work. Why does this type of humor seem safest for women?

KKG: As I mentioned earlier, it’s really about the way women are wired – we hate put-down humor directed at others. So if we’re going to use it at all, as women we’re more likely to point it at ourselves. That way no one gets hurt, or so women think. It is a way of lowering our status so that we relate as equals.

The reality is though women hurt themselves and their credibility when they overuse it. When women do it too often, men will often think, “Wow, those women don’t believe in their own competency, or they wouldn’t keep talking about it.” Even if it’s not true and women are doing it to fit in, it sends the wrong message.

That’s not to say we should never use it. There are times when you make a mistake, and using humor signals humility. Then, I have seen it work very well for both genders. Too much self-deprecation sends the wrong message, especially to men because they just don’t get it. Used sparingly – it’s OK. Just be aware and aim for variety. So if you tend to use a lot of self-deprecation, mix it up and try some other things.

TV: How important is humor to the workplace?

KKG: Huge! It humanizes us and sends a signal to others that we are approachable, likeable and competent. Yep. Harvard Business Review (HBR) did a survey and found that managers with a sense of humor were viewed more favorably and believed to be more competent. Perception matters. And because of that, these managers were promoted more and made more money! So humor is about being accessible, open and approachable. It’s also about emotional intelligence – being attuned to how others perceive you and how others feel.

Finally, it’s a great skill for diffusing tensions and it opens people up to new ideas, possibilities. It’s that “yes, and!” mentality that keeps us agile and creative.

The benefits always outweigh the risks, and a woman that can use humor appropriately, sends a message that she is confident, capable, self-aware and not easily intimidated by risk. That is such an important way to operate. It’s about being comfortable in your own skin.

It has worked for me and many smart, funny women out there.

TV: If women in particular aren’t good at utilizing humor in the workplace, could it be detrimental to their career?

KKG: Again, I don’t know that this study is representative of all humor. I see women succeed with humor often. This study seemed to focus more on jokes, and humor is more than jokes and one-liners. So that’s an important point of context here. We can’t and shouldn’t extrapolate based on one study.

And because there are so many benefits to using humor, to not use it can have a detrimental effect over time. Humor is a barometer for agility, flexibility, and emotional intelligence. I referenced the HBR research that showed humor is associated with competence and it is true to a degree because it signals emotional connection with other people. Secondly, healthy (read: appropriate!) humor is one of the best ways to diffuse tension.

In my work, I have also chatted with executive search firms that recruit senior level management. What they have told me very specifically is that humor is an important trait that companies often look for. An executive from Robert Half International once told me that humor was a “must-have” trait in the top 5 list of competences that his clients wanted in their senior managers! That says a lot. Another recruiter at a large tech firm told me, “We tell people if you don’t have a sense of humor, you won’t fit in here because the environment is fast-paced, hectic, and stressful.” If you can’t laugh once in a while and lighten up, you won’t be able to manage the ups and downs. I think more companies are starting to value it because it is a critical “people skill.” It shows that you can adapt in tough times. More research lately has shown that to be true.

TV: What are some first steps you’d recommend a woman take if she was interested in incorporating more humor in the workplace and if she is working in a male-dominated industry, as many of our readers are?

KKG: Firstly, give yourself permission to lighten up. Stop over thinking things, and judging. We are very hard on ourselves. The more you use it, the more you develop it. Humor is a muscle – just like anything else. Small wins lead to bigger confidence.

Second, have a healthy relationship with risk. The downside of humor isn’t that big, as long as your humor is appropriate and not offensive. Most women don’t need to worry about this. It’s not about being “man-like” in our approach. It’s about leveraging our emotional intelligence and attunement with others to know when (Timing is everything) when to use it! Women are pretty good at that. Start small. Try a few stories, or a few spontaneous moments in meetings, for example. More often than not, people will respond favorably and appreciate the effort. Remember men take more chances at bat. And if it doesn’t work, move on and try again. Confidence increases over time. It doesn’t have to be a belly laugh; make people smile and you are well on your way.

Finally, I want to reiterate that humor is more than jokes. It is about stories, lightening up, being improvisational and spontaneous and quick with a smile or witty comment. It’s about being playful, so concentrate on that. Women are very good at that. Play to your strengths. If you are witty, go there. If you tell great stories, do so. Always be yourself. Don’t try one-liners if that is not your thing. Avoid inappropriate humor; yet, most women don’t have this issue. Also, never, ever try something that is not funny to you just to fit in. If you pander just to please others, it shows, believe me. If you aren’t buying it because it doesn’t make you laugh, it won’t make your audience laugh.

Take small steps if you need to; just start. Somewhere.

What works for you? Email me: Kathy(at)KeepingitHuman(dot)com.

Kathy Klotz-Guest

This blog post is my interview with Glass Hammer magazine. I was interviewed in January 2013 for a piece on women executives and their relationship with humor!

Women and humor: Kathy Klotz-Guest

This is part I of my interview.

INTERVIEWER (TV): Tell me about your company, Keeping It Human. How did you conceive of the idea and how did you know something like it was needed, is humor in the workplace lacking?

Kathy Klotz-Guest (KKG): It is lacking. I came out of high-tech marketing and I was always a bit like a fish out of water – because I have an affinity for technology AND I am creative and funny. It’s in my blood. I am a right -brained and left-brained hybrid. I know when a culture is open to humor, levity, and fun, there is also more loyalty, more innovation and, usually, as an extension of that, better customer relationships!

I also have a background in performing – sketch, stand-up, and improvisation (nearly 20 years, and I still perform) and I have seen first-hand how humor opens us up to be incredibly creative. The cornerstone of improvisation, for example is ‘Yes, and!’ It’s about being open to possibilities and to collaboration and making your partner (team or team members) look good. That’s a very human way to operate. So based on my experience, I knew the world needed it! It also increases our connections with people.

The fear of making a mistake holds people back from using it. Humor IS human. When people are human and humorous, something great happens – we connect with people on a whole other level. If I make you laugh, I have connected with you in a deeper way and you are now more willing to listen to me.

Facts are great – they don’t inspire. Being human through stories and humor does. The reality is the risk of using humor is actually pretty low. Think about it. Unless you are using inappropriate, humor and most people aren’t, what’s the worst that can happen? You don’t have to go for the knee slap and belly laugh to make a connection. Sometimes all you have to do is make someone smile, and you have forged a meaningful human connection.

Humor is being playful www.keepingithuman.com/blog

TV: What are some of the most critical skills you try to teach people who utilize your training?

KKG: There are a few things. First, I teach them that humor is an attitude of fun. I don’t try to teach people to be funny per se. (There are people who do that.) In the work I do – I show people how to open up, have fun, and play. Being playful is the basis of humor. You can take what do you seriously; yet, you don’t have to walk around being so super-serious all the time. A sense of humor is playful; comedy is about being funny. People confuse the two all the time. There is grace and credibility in making people smile without having to be a comedian.

Play is a precursor to innovation and creativity, and it helps people lighten up and become approachable. When people see that lightening up yields results beyond just cracking ‘jokes’, they get it, and they understand it as a very important creativity and communication skill.

It’s also about being likeable and human. Those are the big payoffs. And while I also do work with companies expressly on being funny in their speeches, marketing campaigns, etc., I always believe that humor is more than jokes. That is so important. I think it’s an outlook on life that pays huge dividends in work, relationships and quality of life. I want people to understand that there is more risk in NOT using humor than in using it.
Being playful is a huge start and an important step in the right direction.

TV: With women in particular, what are the most common mistakes they make when trying to utilize humor in the workplace?

KKG: Women are all about relationships, so we’re like AVIS – we try harder! Lots of times women use self-deprecating humor not because they lack confidence, but because they are trying to lower their ‘status’ in the workplace in order to send the message, “Hey, I’m just like you – no better, no worse.” In short, we are trying to relate as ‘equals.’ The issue is, when overused, it sends a red flag to people (men especially) that women aren’t comfortable using it, or that they lack confidence. This isn’t always true, of course. It can easily be misconstrued – therein lies the problem. However, women do lots of things really well with humor. Men are more likely to use jokes at someone’s expense for a laugh without thinking of the consequences, for example. Conversely, because women are attuned to relationships, women are far less likely to use put-down humor. That’s a good thing.

Women self-censor too much when it comes to humor  www.keepingithuman.com/blog

I think the other mistake women make is they self-censor way too much. Many are less likely to try using humor because they talk themselves into believing it’s too risky. Men tell jokes and really don’t worry if it works or not, and when it doesn’t, they don’t beat themselves up about it. They move on. “I gave it a shot,” is their mentality. They take more risks than women. Women are just as capable; however, in general women have a different relationship with risk. Yes, it’s a generalization to a degree, yet it’s based on actual research.

The final mistake women make and all people, actually (men too!), is reducing humor to jokes. As I’ve said, humor is more than that – it’s telling a great story; it’s knowing when to hit a punch line, it’s knowing when to lighten the mood up by saying something totally unexpected and surprising, rather than scripted. Humor is being playful and not taking yourself too seriously. I take what I DO seriously; I can laugh at my mistakes because I allow myself to be human! Be spontaneous – that can great fun and it doesn’t have to sound rehearsed like a joke. So everyone, including women, needs to expand their understanding of what humor is really about!

What do you think? let me know your thoughts! Kathy(at)Keepingithuman(dot)com.

END PART I
Kathy Klotz-Guest

KKG: Your success at IBM led to more of those videos and it became a serial effort.

TW: Yes, 6 ‘Art of the Sale’ videos. We would improvise, and with my writing partner, Scott, we ended up doing a few longer ones. The best bet is to do things shorter – 60 seconds or less.

KKG: What’s new at Cisco? I’ve seen some of the funny stuff you’ve worked on!

TW: We did the Father’s Day video <laughs> and Valentine’s Day video! I believe that is why Cisco asked me to join their team – they wanted to mix it up and play. They are willing to experiment and try new things. You have to experiment.  So many companies are putting out so much content – but they forget about getting the story right. What we do is a mix of story, an offer and entertainment. It’s critical that good video have all three. Making people laugh won’t make them buy a million dollar mainframe; yet, there is still an enhancement to brand equity that happens when you make people laugh. They will listen!

KKG: Do you think the surprise and novel element of ‘Art of the Sale’ can happen again?

TW: I think so. We really had the element of surprise on our side –coming from IBM! The challenge is the controls from a branding standpoint. Big corporations can get too risk- averse, and that keeps people from doing the necessary experimenting to see what works.

KKG: Do you see compelling video today? Anyone you admire doing cool things?

TW: Ikea did a funny video.  B2B has to kick it up a notch. What Ikea did was make it look like an improv troop. They did these funny short vignettes around an office or a kitchen set-up. It was phenomenal. Now, you have Madison Avenue agencies doing this stuff. It’s harder to reproduce the kind of guerrilla feel we had that way. When I did this for IBM, we didn’t have budget or big agencies controlling it. I almost couldn’t use a writing partner because he wasn’t an approved vendor! It was total guerrilla style and cost $1,000 bucks. This was the one before ‘Art of the Sale.’ We just did it on the fly. The line is blurred a bit today because you have so much production with the big ad agencies.

KKG: You lose the organic nature when ad agencies script it.

TW: That’s the challenge going forward. I think that’s why so much video and story innovation will happen in mid-sized companies because they don’t have the barriers and big agencies scripting things. There is so much cool stuff that could be done.

KKG: What else would you like to tell people?

TW: Be aware of the challenges you will face when doing things differently in a large company. When there is risk, you will face some fear. The obstacles will be there…but you have to be committed to try to get around it. Go shoot something quick first and show proof of concept.  Be smart about managing and make people comfortable. In big companies, it takes committees to get approval. With comedy – you have to only involve several people. You can’t have judgment, as you know, from your improvisation. Let people create first and then show script.  Once you get a committee involved in script – you kill the comedy; an attorney or marketer gets involved, and three edits later, you get something a lot less funny that isn’t worth doing.

KKG: Creativity by Committee is the Kiss of Death

TW: Well said.  You have to have convictions and a strong point of view. The first comedy class I took – one with Eddie Brill, the opener for Letterman – taught me that. You need to be truthful and vulnerable. Only by being vulnerable are you really risking saying something of value.  Once you get someone to laugh, though, you establish a connection. You have them. You cut trough clutter. You have earned attention. You can get someone to listen to you.

KKG: And that’s what it’s all about – getting people to listen! Thanks, Tim.

Follow Tim at @TimWasher

Follw Kathy at @KathyKlotzGuest

An Interview with Tim Washer, Part I of II

I had the pleasure of interviewing Tim Washer, Senior Marketing Manager Cisco, a little while ago on the topic of video, humor and storytelling.  Prior to Cisco, he served as head of social media video production for IBM, where he wrote/produced the company’s most successful YouTube series, “Mainframe: The Art of the Sale,” and award-winning videos for the smarter planet campaign. Tim moonlights as a comedy writer/actor, and credits include Late Show with David Letterman, Late Night with Conan O’Brien, SNL and The Onion Sports Network.

 

Kathy Klotz-Guest (KKG): You made my interview short list. Your background is a lot like mine: comedy, an MBA, etc. That’s a pretty funny contrast as it is.

Tim Washer (TW): It is! And I’m happy to make a short list. <Laughs!>

KKG:  Social media is for stories, not messaging! What elements make a great video story?

TW: Yep – people are getting the message that what you wrote for your website or brochure doesn’t fly for social, and especially, video. Regarding storytelling, it’s the simple, classic definition of a narrative thread that matters. Think about three acts even in a 30-sec video. You need a protagonist, an obstacle and how he/she accomplished a goal. It’s critical to make this point in social media. The classic rules of storytelling apply even to short videos.

KKG: Where can we find great stories in a company?

TW: They exist a lot in corporate responsibility stories. You have a sense of altruism to a degree. There is a benefit of goodwill – a fiduciary benefit. Look for great corporate stories anywhere the company is doing something really different.  We also respond to crises. Those are good stories in that they show how people manage them. You have to make sure you are telling the story for the right reasons. Sadly, even ‘authentic’ has become a buzzword! Irony! Audiences know when it’s not authentic. Another area ripe for storytelling is R&D. That’s tricky because the timing has to be right and the research close to being commercialized. It’s cool because that’s where there is potential to change the world with innovation. For small companies it might be a great story about their partners or how they got started. These are all rich areas for storytelling.

KKG: The best storytellers are often not in the C-suite; they are the rank and file closest to the customer.

TW: Exactly right. C-level execs are too much about “talking points.” You need people close to the work and to the customers. Find experts it the company who can speak in a way where people understand them.  Get those people out there talking for the company.

KKG: Your ‘Art of the Sale’ videos for IBM were great. How did you get IBM – not known for fun – to let go? Do you see more b2b companies willing to go off script? Is there hope for b2b?

TW:  HA! We had this buttoned up reputation and we were so deprecating. That is why it worked! We were making fun of ourselves. Being silly and ridiculous is OK, but you have to be funny. There is risk involved; you need to know what you are doing. We learned; and people at IBM are now more open and playful.

The first video I did – 4 months into being a newbie at IBM – people were like “no.” So start internally and reduce risk by getting people to say yes. Let people see the script and see that it can work. What we did at IBM was we showed it to a VP who was really open to humor. You need a champion who has influence and who can sell the idea for you. That’s what I had, fortunately. In the corporate world, humor isn’t done well often times and so people fear it.

KKG: A laugh is OK; ultimately, business gets done between people. You need a humor advocate to say, “Hey, we can lighten up and still get business done.”

TW: Yes! And there is such a need for it. But it’s hard to quantify the value of laughter. You look at client and customer scores across the board – there is a lot of stress in the system. There is no question there is a need. Stress makes people not want to take risks, though. One challenge today in all large companies is that employees are experimenting with videos and companies get worried. Some of this bad stuff might hurt the brand and so now there are more controls. There weren’t controls back in 2006 when we did the ‘Art of the Sale’ videos at IBM. It’s a struggle sometimes. You need to balance a social media plan with brand control.  And it’s doable.

KKG: The bar seems higher for humor in b2b even if we minimize our risk.  You have to measure a campaign anyway whether humor is used or not. Yet, humor has so many positive intangibles: goodwill, enhanced reputation, for example.

TW: Agreed. We can measure hard stuff – like views on YouTube. The first Art of the Sale video alone got over 250,000 views. The qualitative measure is more compelling and hard to measure. The SF Chronicle wrote an article titled, “What are they drinking in Armonk?” for example. The fact that the guy playing Bob Hoey was Bob Hoey was important. That he was willing to be playful and laugh at himself and at the company scored us points. How do you measure that type of goodwill and authenticity that enhances your reputation? If you can poke fun of yourself, people see that you are trustworthy. A few people internally didn’t like looking bad. I believe the opposite is true; because we are confident in what we do, we can take the risk to be funny. My boss said if our competition did one on us, this is what they would do. So we needed to make sure IBM got credit for it.

End Part I.   Check out Part II.

I have written about the role of humor in sales and marketing many times. To read some of those articles, visit:

    http://kathyklotzguest.wordpress.com/2011/

    http://www.keepingithuman.com/blog/

    http://www.powerfullyfunny.com/powerfully-funny-resources.html

After a recent panel discussion at an event where I was asked this question, I am revisiting it. The challenge: giving a short answer on a nuanced issue.

The short answer is an unequivocal “yes” with a few obligatory, boring and important notes. The lens I frame my answer through is as a marketing strategist first and foremost, and as an experienced comic improviser and sketch comedian, second. That means as much as I love using humor when it works (hey, it’s as human as you can get!), it’s important to remember that, in business, humor must serve the marketing goal – not the other way around.

First, levity, fun, and humor are great at driving awareness. They are great pattern disruption devices and in a world of too much noise, you need to get attention before you can sell. Think about the last funny headline you saw. You clicked on that, didn’t you? Humor stands out – especially when it creates the critical element of surprise. Surprise is an important pattern disruption device because it deviates from the expected. The unexpected makes us take notice. In a world of boring, sometimes insultingly self-absorbed marketing approaches, levity is a fabulous thing!

Second, humor creates a human connection. Without a human connection, you can’t move your audience to a place where they actually care. Both awareness and connection are critical components to moving your audience to buy. Humor is a fantastic conversation starter.

Yet, the dynamics and critical success factors of b2b selling are different from those in consumer markets. Humorous copy alone isn’t likely to drive sales in b2b. Yes, humor will grab attention and create a needed connection with your audience. Think about how IBM was able to upend expectations with their seminal video parodies, “The Art of the Sale.” The b2b sales cycle, however, is longer, more complex, and has more risk associated with purchasing than with consumer purchases. Organizations still need a compelling reason to buy, no matter how great the humor is.

Still, b2b doesn’t mean blah to boring, and humor can grab attention in b2b precisely because it’s simple, human and unexpected. Business is always about people. And nothing is more anti-human than robotic-sounding messaging with mind-numbing garbage that will drain IQ points faster than Liquid Plumbr™ attacks clogs: “Game-changing, disruptive, solutions, revolutionary, proprietary, methodology, blah, blah, blah.” Shoot me now. Please.

Can’t Get to Funny Without Fun (Seriously. Try Spelling It.)

Funny is also not the same thing as fun in my experience. This is an important and misunderstood point in a lot of the pop-culture advice I see out there. You don’t need laugh-out-loud approaches to work; what matters is making your audience smile. Humor is great; yet not necessary to connect at that human level with your audience. Simply having fun, a little levity, and demonstrating a personality (not explicit humor per se) can work wonders. So if funny seems daunting; start with having a little fun and showing a little personality.

When my Firefox browser crashes, for example, I get a “Well, that’s embarrassing,” message. Not a knee-slapper; yet it makes me smile and so I remember it. With that act, you have made a positive human connection – which is the most important goal of marketing regardless of what kind of marketing you are doing. People want a human connection. They also want a real benefit and reason to buy –and you still need to deliver the goods with great products and the right messaging. Without it, funny won’t make you money. Remember, human needs are often psychological, so you have to appeal to their emotions, not just their heads. As Dan Ariely, author of Predictably Irrational rightly explains, people (even in business!) rarely make rational choices because people aren’t robots.


So You Got My Attention…Now What?!

Once you grab attention, you need to connect on an emotional level by tying your company, service, offering (whatever) to a real need – a real human challenge that your prospect has. You still have to give your audience the “why.” If you can’t connect your message to a reason for your audience to buy your product, than all the levity in the world – especially with higher-risk products –won’t inspire customers to take action. And no amount of humor, levity, fun, or personality – no matter how great it is – will ever compensate for your product’s inability to address a human need (see my Nov 17th blog post ).

It’s your “why” that bridges the gap between grabbing attention and motivating sales behavior. People don’t exist to buy business services. Services exist to serve real human needs, so unless, you can demonstrate a real connection to a challenge your customer faces, no amount of “personality” will be relevant enough to inspire customer action. To get people to act, you need to get them to feel a strong personal connection so that they believe your services are what they need.

So here’s a revised equation that’s better for b2b sales:

Humor + connecting to an urgent human need (the why)

This brings us to another key point: intent matters. What do you intend to happen with your copy? The “Think, Feel, Do” mantra of marketing means you need to be clear in what you want users to do after reading your copy. Do you want them to visit your site or to request information? If your intent is to drive sales, you have to be relevant and connect at the human need level. Without a need, humor is a nice diversion, but only that. If your goal is create awareness and leave your audience with a certain feeling about your company or products by changing expectations rather than trying to drive sales per se, then humor is a great way to advance that goal.

Humor – Like A Lot of Things in Marketing – is A Lot of Art

This is one of the most important points of all: There is no formula for humor. Sure, marketing is part science; and it’s a whole lot of art. In fact – in my experience, it’s mostly art. And humor is where art comes in.

I am asked many times for my formula: there isn’t one because every situation, every client, and audience need is different. All of those need to be taken into account. In the consumer world, the Old Spice campaign really changed the way markers thought about what parody could be. However, it also created a bit of a “me too” mentality. Marketers set about trying to reverse engineer the elements of that model in hopes that they, too, could crack the viral marketing code.

Forget viral and forget templates. The issue is once that template is written – it’s no longer new to the world. That template is owned by Old Spice. The best thing any organization can do is throw away anything derivative and create a new template.

That means taking a creative risk. That’s exactly the role of art; it’s the role of science to take the risk out of the equation by making outputs predictable and replicable. Marketers must take creative risks to see what works. Low risk, low reward, right? And if marketers wanted to play it “safe,” we wouldn’t be doing our jobs.

In the next post, we’ll look at examples of humor in b2b that work!

Let me know what you think!