Humor. While we all manage through challenging times and hearing very little positive news, a little humor goes a long way. I noticed an article on LinkedIn, from Eshe Nelson of The NY Times discussing how Pilgrim’s Pride will be handing over $110 million to settle charges of fixing chicken prices. Fixing chicken prices? Not to belittle the news story, there’s an aspect of humor. Or the very least an invitation to comment. So I added a comment, “looks like the chickened out”. And the floodgates opened. Funny comments started populating the feed – “that’s a poultry sum”, “mother cluckers” and “what a fowl development.” Other comments included general feelings – “been cooped up since March” with a response of “you’re still a good egg.” Of course, other people are “just winging it over here.”
While we are in the middle of a global pandemic, now more than ever it feels like something is just missing. We write about technology – feeds and speeds and put in a visual wrapper that might be appealing. But often it feels so formal and disconnected.
Even the way we use various social and content syndication channels, it still feels a bit formal. While I understand it’s a different perspective reaching a B2B audience, when you come right down to it, you’re still marketing to other people – humans. And humor is can be an effective way to do that.
It’s a big hurdle to attempt humor in the B2B space. It’s like looking up a mountain and saying, I can’t climb that. It just appears too large and difficult to tackle. Maybe. But in a time where engagement is spread pretty thin, why not try something little out of the norm?
Changing messaging or creating a campaign that includes humor might make your team or your boss looks at you wide-eyed, like you just stepped off your spaceship –the USS Weirdo. Maybe you need to rethink your strategy and start smaller, maybe with headlines or in social copy.
A few years ago, working on a paid social campaign, I was writing headlines for a gated piece of content. Incredibly fortunate to get the blessing of my boss to run one headlines I wrote that was a bit edgy, “is your data not so fresh?” And that headline generated the best performing post.
And while the use of humor for business is completely subjective, there are topics of work and family and personal challenges that every person in your audience can relate to. And maybe even remember.
I’m optimistic. Whether it’s a metaphor or amusing story in a blog post, a funny play on words for a social graphic, an alliteration in video script – just keep on trying. I’ll be waiting here to chuckle or smile at what you put together. While I’m waiting though, I’m going to make a chicken sandwich. Hopefully, Pilgrim’s Pride doesn’t mind.
Content in Contexts 