We can all learn to be funny. That’s right. Contrary to what most of us grow up believing, being funny is not a birthright. Like many other creative and writing disciplines, comedy is an art form. And within it, you can find formulas for comedy theory that can be uncovered, taught, and put into practice by everyone. You, me, and yes, even that boring guy Gerard in accounts.
How do I know? Because four years ago I became a comedian. After a date went horribly wrong (if you want the gory details, just inbox me) I was distraught. The only way I could deal with the visual of me spending my future as a lonely cat lady was by relaying the disastrous conversation to my friends, line by drawn-out line. They were laughing so hard at my misery, and guess what? So was I. That laughter was so powerful it not only made me forget how terrible I felt hours earlier but it made me realise ‘Comedy is so much faster and cheaper than therapy.’ So I made it my mission to learn everything I could about comedy. I read comedy books, listened to comedy audiobooks, got comedy coaching and practiced. Every single day. Over the last four years I have performed at clubs in Los Angeles and New York, and have performed sold-out shows in the Melbourne International Comedy Festival. So trust me when I say the rules and principles are accessible to us all and applicable to your online content including blogs, how-to guides, video scripts, social media updates, memes and more.
Importantly, through my comedy journey I’ve learned how powerful humour is as a business tool. It allows us to create an instant connection. Sure, we can’t all write Jerry Seinfeld and Larry David-style video scripts but there are formulas you can adopt, and adapt, into your own content. Even if someone has never heard of your product or service, if you make them laugh with a video, image or blog, they’ll connect with you. That’s because when we laugh, we’re truly ‘in the moment’ which, for businesses in today’s age of digital distraction, is an impressive feat. Plus, because comedy is so subjective, it gives brands a distinct point of difference that helps them stand out.
So, how can you get funnier, right away?
The easiest place to start is with the simple ‘rule of three’ technique. In literature, a list of three has always had a charm to it. The idea is that when we are presented with something featuring a 1-2-3 beat, we remember it better.
For example:
Lights, camera, action
Blood, sweat and tears
Lists of three present a great opportunity for a joke because of the pattern set by items one and two. So when you replace item three with something that is unexpected, that surprise makes us laugh.
For example:
Lights, camera, back to the couch
Blood, sweat and anxiety
The rule of three will have an even bigger impact in online content than in a comedy club because fewer people would expect the unexpected. So, when you’re writing a list, or working with a collection of bullet points, try to find ways to turn them into a list of three to get a laugh.
You can do this in multiple ways.
In list form:
Top 3 tips for social media marketers:
- Prepare your posts.
- Prepare your editorial calendar.
- Prepare to not sleep. At all.
In sentence form:
When taking photographs for Instagram, I carefully consider: composition, lighting, and which filter will best cover up my insecurities and desperate need for attention.
Or, you can feature a funny turn at the end of a longer list.
Your content calendar should outline your:
- Goals and objectives
- Content topics
- Target audience
- Social media tactics
- Caffeine and vodka breaks