(This column first appeared on RIMOFTHEWORLD.net on May 24, 2011.)
My husband and I have a standing breakfast date on Saturday mornings. So I usually try to show a little effort by running a comb through my hair and dabbing on a bit of mascara. But, this weekend, we wanted to make sure we got to Belgian Waffle Works before they stopped serving biscuits. So I skipped the makeup and threw on some sweats, an old denim shirt, and a pair of fashion-forward Crocs; and off we went.
An hour later, when my good friend, Kelly, called to say that she was in town and wanted to introduce us to her fiance, I almost chocked on my multigrain waffle. I hung up the phone and stared at Brent.
“This will be the first time I’ve met Keith. And I didn’t even brush my teeth before we left the house. My shirt has paint all over it. And I’m not even wearing socks.”
His response put everything into perspective: “I am wearing white socks…with sandals!”
Brent and I have been happily married for nearly 25 years. And the secret to our success is laughter. We agree with Peter Ustinov’s philosophy:
“It is our responsibilities (not ourselves) that we should take seriously.”
I often wish I could train clients to embrace the idea. But since money is tied to success and success is linked to business, too many entrepreneurs have lost their sense of humor, especially in this economy. And that is anathema to effective advertising.
Leo Barnett once accurately summarized the field of marketing: “Great advertising can be boiled down to three simple messages: ‘Here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.'”
But how do you capture the attention of your target market so you can tell them what you’ve got, what it will do for them and how to get it? Most of us are too busy to focus on anything for more than a few minutes. So how can you cut through the noise? Take a cue from the most memorable and successful marketing campaigns of all time. Make ’em laugh. Here are a few of my personal favorites:
The great thing about hilarity is that it’s free. You can incorporate humor into your ad campaigns on any and every marketing budget.
In social media, pay attention to the types of posts that stimulate feedback. Currently appearing on my own Facebook wall is a video of a talking dog, a video of a stick figure trying to sell social media and a Baby Dancing to Beyonce…hardly fodder for members of Mensa. Even when your purposes for using platforms like Facebook, Twitter and YouTube are business-related, remember that your goal is to get your message in front of three-dimensional decision-makers—not pod people.
On a Limited Budget—
If your product is Tums, you can afford to hire writers, directors, actors, famous NASCAR drivers, a professional production crew and special effects editors to create comical videos about food fighting back. But most of us have to settle for a more modest approach.
If funds are tight, invest in a great, short video script and produce it yourself for free (or almost free) on the user-friendly comical movie-making website xtranormal. Then, post a link to it on all of your social media sites.
The Sky’s the Limit—
Experiment with levity. Hire someone with a sense of humor to come up with a trial campaign for your product or service. Once you’ve approved the angle, give it a fair shake by cross-promoting it on your website, social media sites, and in print ads and press releases. Then test and measure online metrics against more formal takes of the same campaign. Some tools I recommend for this include:
Any marketing professional worth his or her salt will show you the results of market research. You can also send a brief survey with a link to your campaign, asking recipients for their opinion. Sample question: When meeting someone for the first time, which is worse? To dress like an unemployed painter or to wear white socks with sandals?
Until next time, I’ll be Bowling for Business.