When Should a Company Be Funny in Marketing

7 Times for Business Humor

1. When producing video. People have come to expect a level of humor in business videos – probably because we’re so conditioned to passing around links to gut splitting videos in our personal lives. Companies have more room to amuse than in other types of marketing content.
2. When funny writers are at hand. One thing worse than morbidly serious content is content that tries to be funny and fails. Don’t launch lead balloons.
3. When everyone else is being serious. Many contend that humor is not appropriate for certain industries. What do you think? Going against the grain gets you noticed. An example I’ve cited frequently is New Pig. This firm succesfully brought a light touch to the previously ponderous world of industrial spill containment. Can you think of other examples?
4. When blogging and engaging in social media. As with video, folks tend to cut you more slack in social media conversations and content. I wouldn’t write the way I’m writing now on one of Straight North’s SEO Services page, because the tone is all wrong. Reader expectations differ depending on context.
5. When your material is drop dead dull. PowerPoint presentations, case studies, long copy of any kind, can be breeding grounds for boredom. Sprinkling in a cartoon or humorous anecdote here and there can make the difference between being understood and being ignored.
6. When humor is directed at your own organization. Poking fun at competitors comes off as petty. Poking fun at customers comes off as insane (but I’ve seen company Web sites that do it). Poking fun at yourself can be endearing. Enough said.
7. When all else fails. Being heard above the noise can be a daunting task. If your message seems to fall on deaf ears month in and month out, shake up your style. If you can’t win over customers with facts, maybe you can do it with smiles.