What B2B Marketers Can Study from Stand-Up Comedy

Stand-up comedians need to make a connection with their audience. It starts with getting attention, then stoking interest, developing a relationship, and ultimately provoking a reaction. To do it right, you need sympathy, knowledge of your audience, creativity… oh, and a spark that makes you unique. B2B entrepreneurs: Does any of the above problem? I’ve been a professional marketer and an amateur comedian for over a decade, and it’s surprising how much the two notify each other. Here are just a few lessons that B2B marketers may learn from standup.

Maintain it Real

In the early 19th century, standup comedy depended on wordplay plus absurdism. For example: “Take my spouse… please! ” or “The other night I shot an elephant in my pajamas… how he got into our pajamas, I’ll never know. ” As the art form of standup has evolved, however , individual observations with a unique viewpoint (more on that later) have become more popular. Here’s a classic bit from Ellen Degeneres as she dissects the minutiae of her lifestyle: For marketers, keeping it real means being sincere and sincere with your viewers. It could even mean not being afraid to show defects or own up to mistakes. Search for ways to bring the audience concealed from the public view to meet the people behind the particular brand. I like the way Stacey Marx from AT& Big t Business brings her private life into her content material, as in this post, ” Gold Medal Advice: SMB Lessons from a World-Class Trainer . ” The personal touch improves the content and makes it distinctive.

Adjust to Your Viewers

Telling a online marketer to know their audience is much like telling a comedian to… well… know their target audience. It’s not a radical brand new technique; it’s part of the tool set. At the same time, it’s easy to consider your own culture, background and thought processes as general. That’s one of the reasons comedy can be so hard to translate. One particular famous example is when Jimmy Carter told a joke to break the ice at a college in Japan. This individual was gratified when, following a brief translation from their interpreter, the crowd engulfed in laughter! It wasn’t until later that the interpreter confessed that what he or she said was, “The president has told a funny story. Please laugh. ” For marketers and comedians alike, the only way to truly join your audience’s head is to do the research. Putting out there the same message for viewers with different cultural backgrounds is a path fraught with peril. This Jerry Seinfeld bit — a superbly clever American Express commercial — illustrates the point precisely:

Alternate Storytelling with Fast Jabs

John Mulaney and Mitch Hedberg are two of my favorite comedians, and for wildly different factors. John is the master at telling longer stories, taking a few minutes to set the scene, not rushing to a punchline. Here’s an example (with several strong language, be warned): On the other side of the spectrum, Mitch Hedberg is the undisputed master of the one-liner. “I have no a girlfriend. But I recognize a woman who’d be crazy at me for saying that. ” Or, slightly longer, “One time, this guy handed me a picture, he said ‘Here’s a picture of me when I was younger. ’ Every picture is of you when you were younger! ‘Here’s a picture of me when I’m older. ’ Woah, lemme see that camera. ” Just as there’s room within comedy for the Mulaneys plus Hedbergs, there’s room within marketing for both long-form narratives and short, punchy taglines. Invest the same power into each one, and you’ll resonate with a wider audience.

Develop a Unique Voice

In the ’80s, there was clearly a brief stand-up fad associated with weird, extreme voices. To get example… Thankfully, it was a short-lived trend, but it does illustrate how memorable a unique voice can be. Anyone who has noticed Bobcat Goldthwait, Gilbert Gottfried, Judy Tenuta or Sam Kinison will never mistake all of them for someone else. On the flip side, the particular junkyard of comedy is definitely strewn with the careers associated with bland comedians who were indistinguishable from each other. In marketing, it’s easy to slide in to a kind of homogeneous, safe, “professional-sounding” corporate speak. Don’t make waves, use — I mean, utilize — the right jargon, and you can avoid offending anyone. The problem is, you’re also not likely to avoid affecting anyone, too. Make your brand voice personable, lively and unique, and you will have something simply no competitor can copy.

Serious Business Can Be Amusing

All of the above may help you as a marketer address, interact with, and affect your viewers. But there’s one other issue that comedians do that marketers should do more often: Be funny. There’s plenty of room within B2B marketing for real comedy, and those who get it done well tend to be rewarded. Plus hey, if Intel can do it , so can you. Want more B2B marketing tips? Check out our own report on the State of B2B Influencer Marketing .

The post What B2B Marketers May Learn from Stand-Up Comedy appeared first on B2B Advertising Blog – TopRank® .

Source: toprankblog. com

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