Dan Kennedy's Magnetic Marketing Podcast

Using Humor in Your Marketing With Frank Kern (1 of 2)

Sep 2, 2022
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INSIGHT

Humor Is High Risk, High Reward

  • Humor is risky because it's subjective and can offend or distract from the sale.
  • Used well, humor puts people in a receptive mood and boosts sales effectiveness.
INSIGHT

Attention Needs Direct-Response Structure

  • Outrageous or attention-grabbing ads can fail if they lack direct-response structure.
  • Fame or virality doesn't guarantee increased market share without measurable offers.
ADVICE

Adapt Humor To The Medium

  • Match your use of humor to the medium: stage is easiest, print is hardest.
  • Use visual tools and audience feedback on stage; write carefully for print and distance media.
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