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Build Rapport With Humor

Humor appeals to a sense of enjoyment rather than a sense of logic. Know the numbers and have the product information, but your sales efforts should approach an individual’s mind, emotions, and funny bone. You can’t reason with people who aren’t paying attention.

Strategies That Work

One Traffic School (required for certain ticketed drivers) has learned to make something unpleasant both fun and effective. The owners found that their most effective teachers were the funniest. They then hired professional comedians, trained them as driving teachers, and watched sales jump 50%. Today, 40 comedian/teachers keep 5,000 students chuckling each month, while learning a serious lesson.

One major organization hired a troupe of life-size puppets to help sell at conventions. One prospect told them, “How can you turn away a talking eagle with a 12-foot wingspan?”

Most people love cartoons. Cartoon ads consistently receive high scores in recall studies. If you send product information, don’t be afraid to include a personalized cartoon that targets your service or product. Most cartoon ads use a caption to provide the humor. The drawing, though fun to look at, should not be outrageous. People will identify with positive, witty, and friendly characters. Poke fun, but be gentle. A good cartoon won’t say it all, it just invites people to pay attention, to your ad text.

At the suggestion of a marketing consultant, a cracker company found a way to get their distributors to read company updates. They communicate important company information between articles about Bigfoot and aliens in a quarterly parody. One headline got the message across—“Distributor Comes Back From the Dead…To Collect Bonus”.



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