“Make ’em laugh, make ’em laugh.
Don’t you know everyone wants to laugh?“
Those are the first two lines of the show-stopping, song-and-dance performance by the inimitable, absolutely brilliant, impressively physical Donald O’Connor in the classic musical Singin’ in the Rain.
Also, he has a point. Shared laughter builds bridges:
- Encourages connections and a sense of community.
- Breaks down silos and promotes open communication.
- Reduces anxiety and injects energy.
If the people between the bridges are resource and customer, well, this could be the start of a beautiful friendship. Humor is one of the most effective ways of creating an emotional bond.
This humor is serious stuff
John Cleese is an actor, a comedian, a screenwriter, a producer, and he knows what it takes to get a point across, command attention, to get people to listen. He explains, quite simply, that at any point in time, a person’s mind is either open or closed. If the mind is open, the person is receptive to new thoughts and ideas. Humor is the “on” switch.
This is not pratfalls and pies-in-the-face (even though Donald O’Connor grew up in a vaudeville family). It’s not the Ministry of Silly Walks. It’s purposeful humor that walks the talk, opening everyone’s minds. It’s essential to the learning process. Learning is what creates the customer experience. It creates bonds between people.
How to use humor
In content and messaging
A clear message that contains both intelligence and humor becomes relatable. It gives people a “feeling,” and people remember feelings. It’s important that the humor be human and approachable.
An obvious example in B2C would be the GEICO® gecko. With a character and jokes that are familiar and evolving, it’s like we’re in on the joke. Consistency has enabled GEICO to simplify a boring topic.
In B2B I’d suggest two examples as “best in class.” The first is Did You Mean Mailchimp?. This campaign is notable for being a high-end creative execution that trusts the audience’s intelligence.
The other – and I’d call this whimsy rather than a knee-slapper – is IBM’s A Boy and His Atom campaign. It made the hugely-complex concept of atomic-level data storage capabilities understandable for the non-scientist.
“Humor can backfire if it overshadows the brand or trivializes serious decisions.”
Journal of Consumer Research
Creating a positive environment of open communication
A dash of humor or lightheartedness is a strategic tool for revitalizing participants and injecting new energy. Here are some guidelines:
- The humor can’t be forced, the levity must be appropriate and collegial. It has to complement the stated objectives, perhaps by illuminating the opposite.
- Embrace the difference between seriousness and solemnity. You don’t want to undermine the seriousness of the objectives, but you don’t have to be so solemn.
Plus, a playful mindset fosters creative thinking. Humor opens the learning experience, enables the free exploration of ideas, enhances problem solving and increases engagement and participation.
“Humor signals warmth. Warmth, more than competence, drives trust and loyalty.”
Harvard Business Review, Brands That Get Emotional Responses Get Results
So yes, take the work seriously, but don’t take yourself too seriously. A well-timed laugh won’t derail the conversation. It might be the very thing that gets everyone to lean in and notice your brand.
About the Author
International author, lecturer and consultant, Scott Hornstein has worked with clients in all phases of marketing strategy, research, and implementation. He has worked with companies large and small to build profitability, by improving marketing performance, and reengineering the customer experience to boost satisfaction, referrals, and customer lifetime value. Contact Scott.
More articles by Scott Hornstein:
- Why your B2B marketing strategy should start with a story that builds trust
- How to increase your yield of qualified leads by 10-20%
- The whole world is changing. B2B marketing, not so much. Here’s a swift kick in the pants to get us going.
- Profitability Starts with Identifying Your Ideal Customer Profile – ICP
- This Would be a Great Business if it Weren’t for all Those Annoying Customers
- Customer Satisfaction is the Pulse of Your Profitability
- AI’s Competitive Advantage is Not What You Think
- Marketing L&D isn’t funny. But should it be?
- Account Based Marketing (ABM): Create Your Next, Best Customer
- The customer is not a moron. She’s your wife.
- Do learning engagement and retention suffer as screens get smaller?
- Maximizing AI for Content Marketing Success in Training and Learning Tech Companies