Want to boost your marketing results? Surprise!: The secret sauce *cue ketchup bottle squirt noise here* may be improv and humor.
Yes, seriously. While we may envision marketing as sophisticated, disruptive and data-driven, sometimes a bit of levity pays off. Look at how improv comedy builds key skills that translate into better marketing (and better living).
Table of Contents
- Improv Skills for Marketing
- What is Improvisation?
- Why It Works
- 12 Principles of Humor
- Why All Marketers Should Join a Local Improv Group (Metaphorically Speaking)
- Good Humor is Good Business
- The Punch Line
Improv Skills for Marketing
Consider the foundation of any improv group. The skills improvisers master like risk-taking, listening, and collaborating (“yes, and!”) provide a superpower kit for agile marketing.
Imagine an improv team on stage, expertly building scenes by saying “yes, and…” to expand ideas. Now picture your marketing team with that same mentality, co-creating with customers and each other.
Example: When Wendy’s spars with sassy tweets, they take risks and engage audiences through quick thinking and witty remarks.
Improv also demands deep listening to connect in the moment, a skill that allows marketers to pivot messaging spontaneously. And humor itself grabs attention while rubbing the rough, impersonal edges off of your brand.
What is Improvisation?
Whose line is it, anyway? Yours, mine, theirs…? Who’s to say!
Life is a giant improv performance with you as the actor AND audience. And what’s an improv without some laughs? Be it organic, crafted, forced, or distasteful to you, life is funny at times in one way or another. So why not take up the role of director as well for this little hundred years show and make it work for you? That’s what improvers do.
And this doesn’t just help on a personal level – in fact, businesses and professionals who have a good humor about them attract success like moths to a flame, but don’t get burned. Being open to improvisation isn’t just about honing your funny bone; the true lessons of improv are about so much more than getting a knee-slapping reaction.
Why It Works
I’ll say it*: improvisation makes us better people. And for us in the industry, it also means it makes us better marketers.
(*Yes, I said it, but I’ve been inspired by Kathy Klotz-Guest of Keeping It Human as well as my own experience in theater.)
Why? The short version: improvisation is accepting reality where it is (vs where you wish it were) so that you can clear the air of wouldn’t-it-be-nice-if smoke to clock the true nature of the moment, and choose the path from their that leads you upwards, and away from derailment or distraction.
Squirrel! Just kidding. Keep on… HEY! I said, keep on reading.
As I was saying, giving us an emotional edge, the core techniques of improv fuel agile, creative marketing that connects.
Example: Pop Tarts’ irreverent Twitter feed plays with memes and trending topics, delighting their younger demographic.
RELATED CONTENT: Humorous Anthropomorphic TV Ads: A Cross-Cultural Analysis Using Collectivist and Individualist Elements
12 Principles of Humor
Think about Denny’s jocular social media presence, check out Wendy’s saucy Twitter feed, or ponder Liquid Death’s overall fun-loving tone and mindset. When done right, humor stands out and humanizes your brand. *cue finger guns*
12 principles of humor shared by Klotz-Guest summarized explain this phenomenon:
- Humor is an attitude of fun, not just about being “funny.” Unforced, it can open you to joy.
- Humor attracts like. Sharing laughs builds rapport and relationships, attracting those who are on your frequency to you.
- Humor oils the innovation engine. It fuels creativity and sparks “A-ha” moments.
- Funny makes money. Make people listen, learn, and lower defenses… and the tension holding coin purses closed!
- Humor helps you stand out. An organization that values it is a lighthouse.
- Humor is a people skill. It increases likability and emotional intelligence, therefore improving even the most professional of relationships.
- Humor puts people at ease. It reduces tension and stress.
- Humor aids memory. Make ’em laugh and they’ll remember you.
- Humor delights customers. It surprises them and creates a fun service culture.
- Humor indicates morale. Toxic humor is a red flag of distrust or feelings of unresolved anger or resentment.
- Laughter is healthy. It takes years off and is good for the soul, body, and mind.
- Humor is a universal language*. It connects across cultures.
Note: *This does not mean, however, that all jokes, humor styles, etc. will be funny to anyone; rather, that all humans share a sense of humor… just what that may look like must be thoughtfully considered for successful implementation.
Remember, improv-based marketing isn’t about slapstick or forcing laughter. So, don’t do that. Subtle, genuine joviality often works best, anyway. The goal is human-focused marketing that entertains, empowers and connects. Sometimes that means going small, sometimes that means going big… but it NEVER means going home.
So what does this look like for marketers?
RELATED CONTENT: Less Serious Does Not Mean Less Professional
Why All Marketers Should Join a Local Improv Group (Metaphorically Speaking)
(But I recommend it literally. You’ll never have so much fun learning!)
According to comedian and keynote speaker Klotz-Guest, your marketing team is already an improv group – and like any group, you can have good and bad tendencies or synchrony. (Gasp!) However, improvisation can train skills that translate seamlessly to marketing:
Improvisers take smart risks, say “yes, and” to build on ideas, listen deeply, and tell inspiring stories. Marketers who take mindset seriously will:
- Take the Highway to the Danger Zone – Take risks to test new concepts and evolve strategies.
- Say, “Yes, And” – Co-create with customers by amplifying their vision.
- Stay Curious and Invested – Listen intently to enable agile reactions.
- Tell Regaling Tales – Build rapport through storytelling that connects emotionally.
- Pass the Mic – Step back when customers should lead the narrative.
- Do Some Mental Yoga (Be Flexible) – Try new approaches when the old playbook fails.
These skills of improv create better marketers and people, if we let them. Bringing playfulness, empathy, and creativity to business builds rapport and takes marketing to the next level. I mean, just imagine a culture where controlled risk-taking is celebrated, everyone says “yes, and” to co-create a unique result, and humor flows freely like a water main break.
Talk about an agile, inventive marketing team!
Good Humor is Good Business
And luckily, the benefits extend far beyond the marketing department. A culture inviting in this lightness provides advantages across the board:
- The bottom line – Humor boosts sales, engagement, and referrals.
- Morale – Laughter relieves stress and builds resilient teams.
- Wellbeing – Mirth fuels optimism, health, and happiness leading to more engaged, productive employees.
- Relationships – Comedy strengthens connections and rapport with partners, vendors, and clients.
- Innovation – Playful thinking unlocks creativity.
Take this in a to-go box: Choose one principle of improv you could apply to make your next campaign more agile and audience-focused. Small steps take practice, but levity and listening are powerful tools.
Yes, you can get serious about using a joking attitude in marketing. It just may be your secret weapon. Go ahead, whip it out! *cue side-eye*
The Punch Line
While forced “funny” falls flat, an open, genuine sense of humor is contagious:
Ben & Jerry’s blends quippy-ness with their values, connecting with customers seeking more than a transaction. Like, delicious ice cream. Oh, and affinity.
Air New Zealand‘s funny in-flight safety videos went viral, demonstrating silliness’ power to engage and get passengers to actually pay attention!
So whether it’s a cheeky tweet, funny video, or entertaining mailer, skillfully applied lightheartedness can make marketing stand out while enhancing a brand’s appeal and connection.
Marketing that entertains, empowers, and bonds – now that’s funny business.
Banana.
