Make Em Laugh

Make Em Laugh

These days, a whimsical way to get attention for your product or service is becoming more and more popular: using humor in marketing.

Marketing with wit has several benefits, says Woodland Hills, California, marketing consultant Hal Rothberg. It gets customers' attention, and it makes the message you're sending more digestible and easier for them to remember. Plus, a wisecrack here and a pun there make your company seem more human, warming your audience up and making them more receptive to your sales pitch.

Think you're not capable of charming your customers with comedy? Don't fret. You don't have to be Woody Allen or Mel Brooks; you just have to lighten up. In his book Guaranteed Results (Robinson & Associates), author Martin Baird says having fun while running your business makes it easy to transform first-time customers into repeat customers. "Who wants to do business with people [who] are not having fun?" he writes. The answer should be obvious.

One final caveat: Have a good time with your humor, but be careful not to offend anyone in the process.

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This article was originally published in the December 1996 print edition of Entrepreneur with the headline: Make Em Laugh.

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