Timothy Hally is the co-founder of Worcester-based creative agency Munq.
Updated: 6 hours ago
Know How
Your marketing could use more laughter
By Timothy Hally
Let’s face it, most marketing is very, very boring. Mainly because, well, it feels like marketing.
For many organizations, marketing is a check-the-box function many leaders don’t attribute to meaningful growth. It is an activity plagued by bland Canva graphics, cringy Instagram reels, and pushy promotional reminders. In this age of mundane, many settle for safety instead of creating things people truly care about.
How did we get this way? When did the fun of trying new things leave our industry?
Fear. Fear of being seen, fear of being ridiculed, and for many marketers, fear of making a mistake. This constant pressure leaves many creatives unwilling to take the risks that are needed for true innovation.
It's easier than ever to start a brand. It’s even harder than ever to build a meaningful one. The average consumer is tired of generic messaging, unoriginal content, and uninspired efforts. To succeed in this world of stimulation overload, it takes courage and creativity to stand out. Humor is one of the best ways to do that.
Who doesn’t love a good laugh? I will tell you: absolutely no one.
Humor isn’t only one of the best coping mechanisms known to mankind, but it’s also an incredible way to build rapport, emotional connectivity, and trust with the very people you are trying to reach. It exceeds expectations, leaves an impression, and motivates people to share your efforts beyond the first watch.
Customers don’t remember facts, they remember how you made them feel. Humor is a universal love language appreciated by everyone.
Now, humor works wonders, but it’s important to consider these things before you start deploying it in marketing:
1) Know your audience. For humor to be effective, you need to know your audience and practice radical empathy. What keeps them up at night? What are their pains, fears, uncertainties, and anxieties? How can we call these out in a humorous way to show we get them?
2) Practice self awareness. Understand how other folks perceive your brand, your culture, and how both those things show up in practice and reality. Humor can become cringe very quickly if you don’t understand yourself first.
3) Align your humor with your brand. Are you an established professional service? Maybe mom or dad jokes will land best. Do you cater to Gen Z? Ask your intern about brain rot. From sarcasm to irony and even satire, the genre of the humor you deploy is dependent on your audience.
4) Make sure it’s fun for everyone. Never, ever make another person or group the butt of the joke. Always ensure your humor is fun for everyone involved, including your audience. Make sure everyone is in on the joke first!
Add a little bit of humor, change things up, and be unafraid to give it a try in your marketing. Our world today could use more laughter.
WBJ Web Partners
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