Q: Why did the chicken cross the road?
A: To avoid running into the billboard.
Like many forms of domestic fowl, you, too, may consider marketing and advertising content to be an interruption. It gets in the way of what you really want to watch, read or hear.
You may try to avoid ads by reaching for the remote during commercial breaks or even moving to the other side of the street, as members of the poultry community so often do.
Those are two of the reasons we work to make marketing funny.
The Benefits of Humor
Humor encourages people to actively engage with marketing content rather than turning away. It also increases the likelihood that the audience will enjoy their encounter with the brand. When they do, they may be willing to look at the company's future posts or listen more intently to their next radio spot.
Jim Hausfeld agrees. He's an advertising agency Creative Director who heard our Humor On Hold while judging an awards show. Jim wrote, “Superbly written copy and extremely dry humor that was a perfect match for what could've been a dull subject. I laughed out loud at points, and when a caller starts with that reaction, it's a great way to start a conversation.”
We create Humor On Hold through BusinessVoice, our Caller Experience Marketing agency. We use it to turn the negative of holding into a memorable, positively surprising moment for callers all over the country. Listen to the sample in the video below.
More Than Laughs
When applied skillfully, humor can make content about products and services more palatable to an audience. “The On Hold Marketing scripts BusinessVoice creates are not only funny, but also informative,” wrote Steve Eaton, CEO of Med-Line Express Services. “They provide valuable information about specific aspects of my operation that some may not be aware of. In the 15+ years I’ve been in business, this is by far the best marketing money I have spent.”
This five-spot radio campaign we created for Ray's Trash in Indianapolis informs listeners of just about everything the company does, but with a humorous tone.
Using Humor Online
What about your company's online videos? Wouldn't it be great if more people watched, shared and remembered them?
Incorporating humor can help you meet those goals, while still leaving plenty of room to inform and persuade. Take a look at this quick capabilities video we created for Binkelman Corporation. It's the first in a series.
Here are a few of the comments LinkedIn users have posted about that video:
- "I. Love. This. Period." - Jeff S.
- "What a fantastic corporate video. Taking something that could potentially be stale to listen to and making it fun - not to mention memorable - is genius! Nicely done." - Amy J.
- "Love it! Great video. We need more creative work like this today." - Kerrigan Q.
The video above is a self-promotional piece we created. It won a 2021 Gold ADDY and a Judge's Choice Award. (Read the details.) Here's why Denver agency owner Jennifer Hohn singled out the work as award-worthy:
"It's one thing to land just one joke, but to be able to stretch this joke over a minute and 42 seconds is a pretty huge feat, and this video does that brilliantly. Really well done. Really strong stream-of-consciousness copywriting. Loved how it's something that you don't see every day. It's always fun to see work that stretches your mind and makes you laugh a little bit."
Before you as a marketer can hope to have a deeper conversation with prospective customers, you must first attract and keep their attention. Working with our team to put a humorous spin on what you do shows your potential buyers that you'll be fun to work with because you don't take yourself too seriously and that you make the effort to create content that people enjoy.
For many more Humor On Hold samples and reviews, visit our dedicated humor page at BusinessVoice.com.