Never underestimate the power of laughter.  It can brighten one's day and make existing connections even stronger, which is especially important in a relationship industry.

At the recent Inbound Marketing Summit conference, Tim Washer, a former writer for Conan O'Brien, The Onion and SNL, spoke about how comedy is very effective if used in the right way.  His marketing presentation was called "Late-Night Comedy Meets Inbound Marketing," and it made some strong points.

Washer explained that humor can humanize a person or brand, evoking positive emotions. “Humor demonstrates authenticity,”  he said. “It cuts through the noise.”

Washer’s past efforts proved that by making fun of the buffoons in an industry, a blog can get 25 times the visits. Plus humor creates a kinder, gentler brand. It also can lead to amazing media coverage.

“Return on the marketing investment is huge when you try something fun,” said Washer. 

What Humor Works?
The case for adding humor to marketing was compelling. However, he finds that humor often dies on the vine in the corporate setting. A team of employees can often strip out the humor before a marketing message sees the light of day.

Washer put up a slide stating that "73% of people that read corporate blogs are people."

He was poking fun at how many marketing messages are often so robotic, they lose the ability to make a funny human connection. 

His advice suggested not making things too complex.  Plus, if there is over analysis, it keeps from successful storytelling. 

“If you make someone laugh, it is going to work. You can’t have something that everyone loves,” said Washer, again making the case to avoid committees.

If companies need committees, he said there should be a facilitator, secretary, scribe and scapegoat. (ha)

If a ton of resources go into a video that nobody watches, then the joke is on you. Do not be bland or you will be left with mediocrity.

How To Be Funny
Plain and simple, keep product and services out of it.  “Focus on the pain that your product (or service) solves, shared Washer.  He explained how picking actual client quotes can create tremendous rapport.

Start with the humor efforts within the organization.  If internal efforts fail, consider partnering with a local film school or improv theater. 

Regarding how easy it is to get resources to help, Washer joked, “$1,000 for a college student is like two and a half million dollars.”

His last piece of advice was to be politically correct and avoid pointing out any group. “Keep the focus on the pain of your customers,” shared Washer.

Mike Byrnes is a national speaker and owner of Byrnes Consulting, LLC. His firm provides consulting services to help advisors become even more successful. Need help with business planning, marketing strategy, business development, client service and management effectiveness? Read more at ByrnesConsulting.com and follow @ByrnesConsultin.