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Humor Helps Make the Sale

Malcolm L.Kushner, a humor consultant, suggested a one-two-three approach to effectively use humor in sales. He recommends using a set-up with two straight messages followed by a third that is humorous and unexpected. “Our product is safe from radiation and safe from electrical overload. But it won’t clean ovens.”

Can advertising mislead consumers? Yes. The method works for some but in the long haul it is necessary to meet customer needs for quality products and service or the “joke” will be on you. Customers are “entertained” by companies who don’t provide what they promise. The product must perform in a realistic, honest way. Even in humor, there is never a justification for misrepresentation.


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