4 Reasons You Should Make Humor Part Of Your Advertising

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

7 Reasons Why Work Is The Time And Place To Laugh

I had just finished presenting at a leadership conference when my phone vibrated in my pocket; it was an email from a gentleman named Bruce who had booked me to speak at another leadership conference five months later. It turns out, he had just seen me speak, so the only reason he could be emailing me is because couldn’t wait to have me present to his group. What the email actually said was, “We’re going to rescind our request to have you present to our group,” then he called me “wildly unprofessional.” My jaw dropped to the floor.

The audience laughed throughout, I was approached by another attendee to speak for her group, and I received an email thanking me for my “funny and insightful presentation.” What the hell was wrong with Bruce?

But the more I reread his email and thought about what he had said, the more I could see his point of view: my presentation was designed to shake people out of their comfort zones by making fun of the status quo of work, but I didn’t take into account that many people comfortable with the status quo.

(Also, dick jokes aren’t typically part of your standard HR presentation. My bad, Bruce.)

The status quo of work I was making fun of: 1 in 3 Americans are engaged by their jobs and this disengagement costs American companies $450-$550 billion per year.

How can we engage the people who work with and for us and disrupt this status quo?

Remember you’re a human being and so are they. The world needs to be able to laugh at itself, which is why I sometimes approach my presentations with uncomfortable humor. When we can acknowledge that discomfort, we come to the realization that perhaps it’s time to make changes, and what better way than to introduce laughter into the fabric of work.

Do you like to laugh? Of course you do! And if you know you’re going somewhere you’re going to laugh, don’t you look forward to it? My hypothesis: if people actually look forward to laughing at work, it’ll engage them and inspire them to work better.

Here are 7 reasons why you should make work the time and place to laugh:

1. Improves employee performance

According to a 2007 University of Missouri study, employees with a sense of humor show higher productivity, more effective communication, and a psychological connection to their work.

2. Improves leadership skills

According to the same University of Missouri study, leaders with a sense of humor were found to be more effective at motivating others and reducing workplace stress.

3. Employees want humor in the workplace

A Bell Leadership Institute survey found that employees would rather work for leaders who exhibit a sense of humor, as well as a strong work ethic. Imagine that!

4. Increases shareholder returns

A study by Huet and Associates found that organizations with higher levels of employee engagement where humor played a role outperformed similar companies on the stock market with increased shareholder returns of 19%.

5. Reduces the number of sick days

We’ve all heard that “laughter is the best medicine.” This doesn’t mean to stop taking your meds and laugh constantly, but incorporating laughter into your workplace’s leadership strategy improves overall health. The endorphins, oxytocin, and dopamine that is released into the bloodstream when we laugh counteracts the cortisol that stress releases, thus reducing sick days and increasing productivity. Studies have found that consistent laughter lowers blood pressure, increases oxygen flow, fights upper respiratory infections, and improves pain tolerance.

6. Creates new perspectives of problems

Whether it’s a difficult coworker who spends most of their day complaining or the market crashes, being able to laugh about it gives us a healthier perspective. Laughing about something minimizes the psychological impact by giving ourselves power over that thing. When we laugh about something that’s “too soon,” it’s our brain’s way of saying “I haven’t seen it that way before. If we know to laugh, it presents a bigger picture that makes the unfortunate situation seem smaller.

7. Helps solve creative challenges

In such a fast-paced world, outside-of-the-box thinking is vital in workplaces, and laughter activates our creativity much better than simply telling others to “think creatively, idiot.” A University of Maryland study found that groups who were shown funny videos then solved creative challenges at a rate of 58% vs. the 30% exhibited by control groups.

If you work for an organization that can use a little humor, find small ways to have fun around the office. How? There are a myriad of ways to find the funny and make work the time and place to laugh. Stay tuned to future blog posts and follow Water Cooler Comedy on Twitter, Instagram, and Facebook for strategies, ideas, and thought provoking questions that can take your workplace’s culture and results to the next level.

Above are just 7 reasons to make work the time and place to laugh, but the benefits are endless, which is why it’s time to change what it means to be “professional.” Who wants to join me in revolutionizing work to make it “wildly unprofessional?”