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​Imagine this…

It’s 2 pm.

You’re sitting in the front row at a marketing conference and the fifth speaker of the day is about to take the stage.

You should be excited but instead you’re plotting your escape.
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Honestly? So far this event has been a total snoozefest.

If you weren’t smack dab in the middle of the audience you’d already be heading to the exit.

You’re playing with your phone when the music kicks in and VERY energetic guy comes running out onto the stage.

It’s clear from the jump that this speaker is different.

Sure, he’s talking about marketing but definitely not boring. He’s more like a standup comedian.

He’s telling joke after joke.

And the audience? They can’t take their eyes off him.

You listen.

You laugh.

You learn.

This guy is good. He’s really good. He’s taken you from bored-out-of-your-mind to all-ears in minutes. And what’s more? You like him.

Why is this speaker so good?

In today’s edition of Why We Buy 🧠, we’ll explore humor —why we build better relationships with people (and brands) that make us lol.

Let’s get into it.
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🧠 The Psychology of Humor

A good chuckle can be very good for business.

That’s not just our opinion. It’s backed by smart behavioral scientists from Harvard.

Humor activates parts of the brain associated with happiness and fulfillment (h/t Lianna Patch).

​Research shows that beginning an email exchange with humor increases trust and satisfaction.

And since 87% of buyers take reputation into account when purchasing a product or service, brands that ooze the trust factor are more likely to convert browsers into buyers.

As smart marketers Jennifer Aaker and Naomi Bagdonas say: humor is the secret weapon for building bonds. And in business, relationships are everything.
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🧐 Inside Your Buyer’s Mind

Buyers will pay more for brands they love (yep you read that right).

An impressive 73% of buyers confessed they’d willingly part with more cash if they had a soft spot for the brand.

Tickling your buyers’ funny bones is disarmingly effective; it shatters barriers and serves as emotional gold.

When your audience is smiling from ear to ear, they become more receptive to whatever message you’re serving up—they trust you more.

And there’s more to this comedy gig — how many times have you shared something online that had you in stitches?

Even “boring” businesses, like dentists, can use humor to go viral and get millions of dollars worth of free advertising.

So, if you aim to get your brand spreading like salty butter on warm bread, make your buyers laugh.

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🤑 How To Apply This

Alright, so how can you apply this right now to sell more?
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E-commerce​
Use deadpan humor that people relate to

The best marketing messages join the conversation customers are already having in their own heads.
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Dollar Shave Club gets it. The day this ad hit the airwaves, it caused server meltdowns.

And the next day? A staggering 12,000 customers jumped on board, delivering a whopping $144,000 in annual recurring revenue overnight.

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What’s the secret sauce behind this ad’s success?

Relatable humor.

When something mirrors your thoughts it strikes a chord. It validates your train of thought and makes you feel seen. When people feel united by a brand’s message, they become fans.

Tech​
Poke fun at your competitors

Brand wars are a real thing. Coke and Pepsi have been beefing for decades and customers love to sit back and watch.

Tech companies talk trash about competitors too, but they usually do it in very boooooooring ways—like feature comparison charts. *Yawn*

Mint Mobile is different. With Ryan Renolds at the helm, it’s no surprise that their Twitter X account is downright hilarious.

Posts like this one go viral and position Mint Mobile as an alternative to fed-up Verizon customers. Smart huh?

Retail & Hospitality​
Use LOLs to get people to come inside

Brands that show their less serious, funny side can win because people remember funny moments.

Check out this board, for example, it’s funny because it violates a norm (businesses wouldn’t usually share negative reviews) but it is so extreme it’s funny.

It’s what funny scientist (yes that’s a real job) Pete McGraw calls the Beign Violation Theory. When a brand uses self-deprecating humor it violates our expectations. Done right, it can drive giggles and sales.

Service Businesses​
Be goofy and leave a lasting impression

Let’s be honest… most service business brands are about as exciting as watching paint dry. They are B-O-R-I-N-G.

Think about the last time you hired a plumber, a cleaner, or an accountant: what do you remember about their brand?

If you just struggled to answer… that’s a problem.

In highly competitive service businesses, fitting is the fastest way to being forgettable.

Using humor—as this plumbing company does—is a great way to create a lasting impression.

​SOURCE​

💥 The Short of It

Humor breaks down barriers and builds relationships.

And what’s business if it’s not building relationships? If you wanna get more brand awareness, more trust, and ultimately more sales, get people laughing.

Until next time, happy selling!