We’re surrounded. There’s no escape. Everywhere we look we’re being marketed to, and it’s overwhelming to the point of paralysis. If we aren’t being bombarded by ads while watching TV, listening to a podcast, or driving down a highway, take a look at your phone and scroll through your Instagram feed for ten seconds, and there’s another ad. How do we cut through the clutter and get potential customers to stop their scrolling long enough to absorb the content of our ads? Make a connection, and a simple way to connect with another human is through laughter. No matter your product or service, if you can get a laugh out of someone, whether they’re looking to buy what you’re selling or not, you’ve created the opening stages of a relationship with that person. Eventually, when they’re looking for what you’re selling, guess who they’ll remember more than that dry, “Buy our product… pleeeeease” desperation of your competitor.
Why is humor such a powerful tool in advertising? In his book, The Humor Advantage, Michael Kerr lists four reasons:
1. It helps attract attention
Like I said above, are you more likely to skip an ad when it makes you laugh, or are you more likely to skip an ad when it’s evidently trying to sell something to you?
2. It can enhance memory and comprehension
A study done at San Diego State University found that the students of professors who incorporated relevant humor into their lessons scored significantly higher than the other students. When teachers were trained to use at least 3 on-topic jokes per lesson, learning increased by more than 15% and these improvements lasted throughout the entire semester. Why? Humor forces the mind to work more than if the ideas were presented in a straightforward manner. Your brain has to connect ideas, and in doing so, creates a longer lasting impact. This is why Geico commercials don’t just say, “15 minutes saves 15% or more on car insurance.” They add a funny gag with a quick set-up and punchline so your brain makes a connection, then they hit you with that tagline. It’s genius.
3. In some situations, it’s more persuasive
A Journal of General Psychology study found that under certain conditions, humor can be highly persuasive when delivering a message that people can disagree with. Why? Because humor serves as a distraction and can reveal a new perspective, it opens our minds to allow new information in. With this in mind, perhaps those looking to start a movement on, say, climate change should ease up on instill fear as a motivating tactic, and instead find what’s funny about maintaining the status quo on carbon emissions. Which do you think will be more effective at swaying the people who disagree with their position?
4. It tends to enhance the likability and credibility of the source
It’s basic human behavior: if someone makes us laugh, we look forward to seeing and spending time with that person. When our brains associate the release of dopamine through laughter with another person, they’ll drive us to want to interact with that person for more dopamine. A study in the magazine Psychological Reports found that women who overhear men tell funny jokes found them to be smarter and more attractive than men who don’t. Do you hear that, advertisers? Not only can your humor attract potential customers and clients, you just may find your future wife too… That’s not the point I want you to take from this.
Set yourself apart the next time you set up an ad campaign for your business and incorporate some humor. For help in doing this, check out Water Cooler Comedy’s Funny Promotional Video package here: https://www.watercoolercomedy.org/packages