If you are under the impression that your marketing campaign should always be professional and polished you are definitely not alone. When did business owners become so serious? If you had a small brick-and-mortar store 50 years ago your customers would be friends, family, and neighbors. You would swap stories and share laughs. When did the business world turn into such a cold place, void of personality? Well, things are definitely changing. Many professionals are going back to the personable way of doing business and introducing a little laughter into their campaign. You know what? It is working! This is what customers want.
The Fine Line
Of course, you have to know there is a fine line, when it comes to funny business. You have to know when it is time to turn up the humor and when it is more appropriate to dial it back. Understand that you will not lose credibility for being funny. Many people feel they have to be serious to be taken seriously. This is not so. Even the President cracks a few jokes from time-to-time. You want to engage with your target audience, and unless your clientele is a bunch of robots they have a funny bone in there somewhere.
Know Your Audience
If you are going to make a funny reference, make sure you target audience will actually get it. For example, if you are selling organic pest control to farmers then referencing the song “Locust Abortion Technician” by the Butthole Surfers or “Fly on the Windscreen” by Depeche Mode will probably not get a good laugh. Make sure you are positive that your audience will know what you are talking about.
Why Humor is So Powerful
If you can make someone laugh, they instantly let their guard down and they are more likely to listen to what you have to say. Have you ever read a news headline and absolutely had to read the article right away? Marketing works the same way. You need a hook, and a funny one is best.
When you make your audience laugh they realize there are actual humans behind the scenes. Obviously, every business is operated by humans, but it is not easy to connect to most. Plus, if you make your current customers laugh they are more likely to continue to do business with you. They are already connected to you and you just made them feel good about their decision.
Also, keep in mind that your marketing campaign does not need to turn into a standup routine. A little humor can go a long way in many scenarios. A funny tweet or a humorous picture on Facebook will get you noticed. This is exactly what you are trying to do.
It is important to stay away from humor that is reliant on religions, politics, or anything else sensitive or controversial. Also, keep in mind that just because you find something funny does not mean everyone else will.