How To Use Humor To Drive More Sales
By Mike Stodola, CMO
First, an amusing story … One day a doctor, new to town, began attending church services at the small-town chapel. The pastor was delighted, and it wasn’t long before they were helping each other in their work. The pastor referred people to the doctor for their physical ail- ments, and the doctor referred people to the minister for their spiritual issues. One day, a person whom the pastor had never met came into his office as a referral from the doctor and asked for the pastor’s last four sermons. Delighted, the pastor fished them out, and, while making copies of them for the potentially troubled man,
People like a laugh, and it’s a good way to initiate a conversation. 2. Use Humor To Deepen Relationships: I know a very successful businessman, Bob, who is in the business-to-business space selling computer networking hardware to large companies and is doing something most would never dream of: dressing up in ridiculous costumes for his monthly mailed client newsletter (did you catch that I said mailed … as in snail mail)! Most would say, “I can’t do that in my industry,” but not Bob. Instead, he humanizes an otherwise mundane and commoditized business so that his customers have a relationship with him. So, while others have to rely solely on price to compete, Bob knows that by providing excellent service and a good relationship, his clients won’t jump ship just to save a few bucks. Similarly, Deanne, a good friend of mine, used to be a pharmaceutical rep. She would dress in costumes for Hal- loween, St. Patrick’s Day, and really any other time she could work it in while selling to doctors. She said that they liked seeing her because she put a smile on their faces (along with their staff and any patients in the waiting room). She instantly stood out and often got to meet with the doctor much quicker than when she just showed up in “proper work attire.” 3. Use Humor To Generate Repeat Business And Refer- rals: One of the best ways to get more repeat business and referrals is to keep in touch with those you’ve already done business with. Studies show that your current clients are the most cost-effec- tive and most likely to do more business with you. But the issue is, how do you keep in touch? While I already mentioned newslet- ters, not just e-newsletters, we do highly recommend a weekly email. And while
he asked what ailed the man. “Insomnia,” replied the man.
A smile, a laugh, or a chuckle can be worth far more to your business than you may have ever realized. I can’t recall a single book on sales or marketing that talks about humor as a way to increase business, even though it tends to be one of the most effective tools for relationship-building. Here, we’ll go through three ways to use humor to get new customers, deepen relationships, and generate repeat business and referrals. 1. Use Humor To Get New Customers: I was walking down the street the other day and saw this sign outside of the “General Store.” I later learned the store had been there for a year and a half and was just a few minutes from my house, but I’d nev- er thought about going in until I saw this sign. Turns out they make killer coffee drinks, and it’s a nice change from Starbucks.
While I see tent signs all the time (most with generic messages like “25% off select items” or worse, “C’mon in, we’re open”), what got my attention was the fact that they used humor, and I wanted to check out the store to see who the comedic genius was behind this sign. One of our longest running Facebook ads that’s responsible for hundreds and hundreds of leads has a comic that our prospective clients can relate to (pictured on Page 6). It gets hundreds of comments and engagement, which drives down the cost, and even shares (FREE ADVERTISING!). The point is this: Can you do something in your marketing to be original, funny, or attention-getting? Or are you satisfied looking like the rest of your competition?
A smile, a laugh, or a chuckle can be worth far more to your business than you may have ever realized.
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