I’ve been thinking a lot about the power of humour. It’s definitely something that polarises people.
What one person thinks is hilarious may not amuse someone else. They might even find it insulting.
Take Viz magazine, for example. Even though it’s offensive, misogynistic, and very un-PC, but it’s just so daft. It’s that Monty Python-type stupidity that makes me smile. To me, that stuff’s very funny – never fails to make me laugh, even when I’m in the worst mood.
In my shared house at university, one of my friends said that she’d often pass my room at night and hear me laughing uncontrollably, even though she knew I was alone. I’d often get a funny thought come into my head (particularly last thing at night, for some reason) and collapse into irrepressible giggles, which sometimes went on for as long as an hour. I couldn’t help it.
I know – that’s weird. I promise I’m not mad.
But that feeling when you literally can’t speak because you’re laughing so much? It’s the best. I wish you could bottle that stuff and crack open a new one every day.
Make no mistake: laughter is a powerful thing.
Humour polarises people. If you tell a joke and nobody laughs, you know you’re in the wrong company. It’s the same when you come across someone with a zero expression. If someone doesn’t smile when they speak, you feel like you’re in alien territory.
Of course, you’re not going to share every single personality trait with your customers and clients. The people you do business with won’t be carbon copies of you.
But your best and most loyal customers will share some of your attributes- that’s why they come back to give you repeat business.
Your marketing should be a true likeness of you. There’s no in point in trying to emulate one of your competitors, or trying to be the ‘professional version’ of you. (The corporate, stuffy facade you might think the ‘business’ world wants to see.)
Nope, it just needs to be you, as you. Warts and all. Because people really do relate to the real stuff. Just look at Viz and Monty Python – that’s a very niche style of humour that withstands the test of time.
The next step, then, is to find a copywriter who can capture your personality on paper.
P.S. Here’s another source of daft hilarity for you. Taxidermy gone wrong. Enjoy…