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When we grow up, we tend to become boring. It’s a fact. No need to argue. It feels like if we have too much fun, people won’t take us seriously. I know. I work in the Corporate World. And do you know what? I got news for you! It’s the same damn thing in the not-for-profit world.
As our ego grows bigger, being funny becomes a nasty characteristic. And then we make a big mistake. We start confusing being funny with being unprofessional. In business, that’s a sad mistake to make.
In a communication strategy, it’s blasphemy.
We Are Big Shots
As business people, we all want to be taken seriously – as in being respected, recognized among our peers. We are “competing” for customers. We want to be seen as great professionals. People you can count on. Result-oriented individuals who are extremely customer focused and who know how to get things done.
That’s understandable. Business owners put a lot of energy in their projects. For some of them, it’s all they have. This is serious stuff. But we also tend to get ahead of ourselves. Our business is serious. We are big shots and, big shots don’t make fools of themselves, right?
In business communication, the result is often a really boring piece that nobody wants to read.
Yet, there are several reasons why we should be more fun in our communications.
1. It’s a Competitive Advantage and Will Make Us Stand Out
Peer pressure can be very bad. Some days when I wake up, I feel that it’s the second greatest evil on earth after non-stop news. We are terrified to do something different for fear of being ostracized or just being laughed at. We end up being just like everyone.
A friend of mine pointed out to me a great Inc. Magazine article on the topic a while ago. In his article, Jason Fried mentioned some great examples of boring business writing, such as full-service solutions provider and cost effective end-to-end solutions. He could have added we strive to provide our clients with value-added advice and strategic services and bla bla bla.
In business, adding some humour to your communication can certainly help you stand out and differentiate yourself from the competition.
Fried’s article notably mentioned the following examples, which made me laugh for a few minutes (which is a lot for me because I usually tend to smile instead of laughing out loud). The article refers to how Saddleback Leather, a San Antonio-based company, explains its guarantee.
All of our products are fully warranted against all defects in materials and workmanship for 100 years. If you or one of your descendants should have a problem, send it back to me or one of my descendants and we’ll repair or replace it for free or we’ll give you a credit on the website (be sure to mention the warranty in your will).
Would you be turned off by this? Would that really funny way of communicating make you question a purchase at Saddleback Leather? I doubt it. When I read that, I instantly thought that they were probably ahead of the pack. That’s good for branding.
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2. Being Funny Makes You Personable
Big corporations will often tell you that they can’t produce entertaining communications because they’re serious businesses. They make big money, they have demanding shareholders, and they can’t just start having fun because their competition doesn’t either.
I disagree. If done well, people will find your touch of humour refreshing and original. Today, governments and corporations are suffering from a serious problem of trust. Humour can only help.
Don’t you fell comfortable when you’re meeting someone who doesn’t take himself too seriously. What do you say when you meet someone famous or “important” and, he gives you that impression? You’re elated, thrilled, ecstatic (thanks thesaurus). You go back home and tell everyone that Mr. X is so cool and personable. You tell them that you were expecting a jerk and ended up discovering a friendly human being.
That’s the power of humour dear readers. There’s no need to play games. There’s no need to put a social mask and do, as Corbett Barr mentioned, confuse professionalism with seriousness. Whether you are a 60-billion corporation, a freelancer or a 5th grader, communicating with fun and personality will help you connect with other people.
3. Humour Helps Us Catch our Public’s Attention
People like to laugh. Start your presentation with a joke and you will significantly increase your chances of getting their attention. Add a few jokes here and there and you will significantly increase your chances of keeping their attention.
That’s life. That’s human nature.
When I started my career, I used to enjoy going to conferences and business luncheons. Today, not so much. I got burned by all these bright and boring speakers.
People have a life and other important things to do. They don’t need more boring business communications or another uninspiring presentation. They got enough already. A quick joke can do the trick. Johnny B. Truant is particularly good at it and has done it right here. I know, Johnny B. Truant is not Jeffrey Immelt, but still. You get the point.
Warning
Obviously, I feel the need to add a warning to all of this. It’s probably the lawyer in me. Don’t confuse being funny with being stupid. Making a bad joke is fine. Making many bad ones is not fine.
Business people are not used to release entertaining communications. Doing it one step at a time is definitely the best way to go.
Your Funny Stories
Do you have other great examples like the one from the Inc. Magazine article? Please share them in the comments. I’d love to read them.
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{ 2 comments… read them below or add one }
Thanks for sharing! I agree with the power of humor. When it comes to my professional experience, I find it very valuable to incorporate humor when teaching or other public speaking roles. I think it helps build rapport and create a more comfortable setting for others to engage. I also believe humor is helpful to create a positive corporate culture. Though, all in all, it depends on delivery and knowing others values and personality. I think it also takes practice to know what humor to apply. Thanks!
Hi Joe,
I think that you got it right. It’s all about delivery and good judgment. Yet, this means that we have to take risks. And usually, we don’t like risks. If we have to choose between potentially alienating someone (because of not so funny communications) or not making any impression on someone, we tend to pick the latter. Thanks!