HUMOR IN MARKETING STARTER KIT

Below, you’ll find the Humor in Marketing STARTER KIT, one of the three main resources from the book.

• Humor in Marketing STARTER KIT

Zog, The Alien: Your Navigator through the Cosmos of Comedy

Have you ever felt like you’re in outer space when it comes to understanding something? Well, humor is no different. So, let’s make a simple and short reference guide. From decoding the different types of humor to breaking down those bizarre concepts, Zog makes sure you’re not lost in space. With Zog’s help, you’ll grasp the basics, see the big picture, and be able to pick the path that suits your style. 

In a world where every website looks like a carbon copy of the next, humor is your secret weapon for grabbing attention, winning hearts, and rocketing your business forward!

Zog, the alien, will start to cover the basics and how you can identify what humor in marketing means to and for your business.

Mastering the Secret Formulas of Humor

This is about a proven method of marketing that moves you and your business from LOL to ROI. We’re mapping out the codes of comedy that many have used to master humor in marketing for business and personal gain.

Humor Types: Introduction

There are different types of humor that can be used for different means. They mostly fall into three sub-categories:

1. Mismatch
2. Misplaced Sincerity
3. Exaggeration (and Absurdity)

The Unexpected

The unexpected is the core of all humor. It takes many forms, but it’s the surprise that produces the feeling of fun and excitement. As we go into the details of Mismatch, Misplaced Sincerity, and Exaggeration, we’ll understand how playing with the unexpected allows you to bond with your customers.

You see, the brain is like a mystery-solving machine, always trying to predict what comes next. But when you flip the script and hit ’em with the unexpected, that’s when the magic happens. It’s like a punchline that sneaks up and smacks you right in the funny bone! Humans excel at pattern recognition. When you play with your audience’s assumptions, you create opportunities to add humor that sticks.

Broken Assumptions

Every time you speak, you provide the listener with information about the who, what, where, when, why, or how of your story. This leads the audience to make assumptions. Here’s where you get to play with their expectations by using the three humor formulas:

1. Mismatch
2. Misplaced Sincerity
3. Exaggeration

Mismatch

Mismatch occurs when there’s either:

1. A Normal Behavior occurring during an Abnormal Situation, or
2. An Abnormal Behavior occurring during a Normal Situation

Examples:

1. Snickers’ “You’re Not You When You’re Hungry” Series: A man behaves dramatically like a diva until he eats a Snickers and returns to normal. The humor arises from the exaggerated abnormal situation.
2. Old Spice’s “The Man Your Man Could Smell Like” Commercial: The spokesman discusses body wash while absurdly changing settings, from a bathroom to a boat, to a horse.

Misplaced Sincerity

Misplaced sincerity involves characters displaying earnestness or seriousness in absurd, trivial, or inappropriate situations. The contrast between their seriousness and the ridiculous context creates a comedic effect.

Examples:

1. Terry Tate “Office Linebacker” (Reebok): Terry enforces minor office rules with over-the-top seriousness, creating humor.
2. Kmart “Ship My Pants”: Customers earnestly discuss how they can “ship” their pants, playing on words with a serious tone for comedic effect.

Exaggeration and Absurdity

Exaggeration amplifies features or situations to an extreme, creating humor through contrast. Absurdity presents illogical or unexpected scenarios in a humorous way.

Examples:

• Progressive “Superstore”: Exaggerates an insurance shopping experience by presenting it like a grocery store.
• Skittles “Taste the Rainbow”: Features a man who turns everything he touches into Skittles.

Steps to Create Humor in Marketing

1. Observation: Gather material by observing daily life and business scenarios.
2. Write & Filter: Run the material through the humor strategies of Mismatch, Misplaced Sincerity, and Exaggeration.
3. Produce: Create the media content using your polished humor concept.
4. Launch: Test the campaign, measure audience engagement, and refine as needed.

Final Note:

Humor isn’t just about making people laugh; it’s a tool for connection. By playing with expectations and adding humor to your marketing, you’ll foster stronger relationships with your audience. With Zog’s guidance, you’re ready to begin crafting unforgettable, hilarious, and effective campaigns!