Make 'Em Laugh & Take Their Money

1. Humor is a powerful tool for persuasion and selling

People buy more and buy more happily when in good humor.

Laughter opens wallets. Humor is a valuable asset in business, especially for persuasion and sales. It helps build rapport, diffuse tension, and create a positive emotional state that makes people more receptive to your message. Effective use of humor can:

• Break the ice and establish connection
• Make dry or complex information more engaging
• Increase memorability of key points
• Differentiate you from competitors

However, humor must be used strategically. It should support your business objectives rather than distract from them. The goal is to make people laugh with you, not at you or your product/service.

2. Self-deprecating humor builds rapport and trust

Nothing, nothing, nothing can get the audience on your side better than self-deprecating humor.

Humility humanizes. Self-deprecating humor, when used skillfully, can be a powerful tool for building rapport and trust with an audience. It shows:

• You don't take yourself too seriously
• You're relatable and down-to-earth
• You're confident enough to poke fun at yourself

Key tips for effective self-deprecation:

• Focus on universal experiences or minor flaws
• Don't overdo it or undermine your credibility
• Balance it with demonstrations of competence

Sharing humorous personal stories about overcoming challenges or mistakes can be especially effective. It makes you more approachable while still highlighting your expertise.

3. Evergreen comedy topics remain relevant and relatable

Human folly is never fixed, so much of comedy stays evergreen, and very old material can easily be dusted off and easily brought up-to-date, or even used as is.

Timeless topics transcend. Certain subjects in comedy remain consistently funny because they tap into universal human experiences and frustrations. These include:

• Relationships and marriage
• Family dynamics
• Work and career struggles
• Getting older
• Technology frustrations
• Travel mishaps

By focusing on these evergreen topics, you can create humor that resonates across diverse audiences and remains relevant over time. The key is to update the specific references or examples to keep the material fresh and contemporary.

4. Rant comedy taps into shared frustrations and experiences

Pretty much, everybody's pissed off at the same people and same things.

Shared anger amuses. Rant comedy involves humorously expressing outrage or frustration about common annoyances. It's effective because:

• It validates audience members' own feelings
• It provides cathartic release
• It creates a sense of shared experience and community

Successful rant comedy tips:

• Choose relatable topics (e.g., bad customer service, traffic)
• Exaggerate for comedic effect
• Balance negativity with self-awareness or absurdity

When done well, rant comedy can be both entertaining and cathartic for the audience. However, be cautious not to alienate anyone or come across as overly negative.

5. Cheating at comedy can be effective for non-professionals

This is probably THE most valuable Chapter in the book for 'amateurs', particularly for those who aren't at all gifted at being funny, but still see the value of bringing humor into their speeches, group sales presentations, and sales copy.

Shortcuts simplify humor. For those who aren't natural comedians, there are several "cheats" that can help incorporate humor effectively:

1. Props: Visual aids or objects that get laughs
2. Funny mistakes: Humorous headlines, ads, or quotes
3. Lists: Top 10 lists or other humorous compilations
4. Cartoons: Relevant comics to illustrate points
5. Short videos: Funny clips that relate to your topic
6. Jokes re-made: Adapting existing jokes to fit your context

These techniques allow you to leverage pre-existing humor or visual elements to enhance your presentations or writing. The key is to choose material that's relevant to your message and audience.

6. Mastering comedy requires dedicated practice and skill development

Mastery ain't easy. Or quick.

Excellence demands effort. Becoming truly skilled at comedy is a long-term endeavor that requires:

• Consistent practice and performance
• Study of successful comedians and their techniques
• Willingness to fail and learn from mistakes
• Constant refining and updating of material

Steve Martin's comedy journey:

• 10 years learning
• 4 years refining
• 4 years of wild success

While "cheats" can help non-professionals incorporate some humor, true mastery comes from dedicated effort over time. Be realistic about your goals and the investment required to achieve them.

7. Use humor strategically to advance your business objectives

My main purpose in writing this was to wind up with something I could exchange for your money.

Laughter leads to sales. While humor can be enjoyable for its own sake, in a business context it should ultimately serve your broader objectives. This means:

• Aligning humor with your brand and message
• Using it to emphasize key points or overcome objections
• Balancing entertainment with information/persuasion

Effective use of humor in business:

• Builds rapport and likability
• Increases audience engagement and retention
• Differentiates you from competitors
• Makes dry or complex information more digestible

However, always prioritize your core business goals over simply getting laughs. Humor should enhance, not detract from, your primary message and call to action.

Last updated: August 8, 2024