You can’t talk effectively to people about what you sell until you first attract their attention. But in our very noisy world, consumer attention is harder to come by than a two-dollar laptop.
That’s one reason to use humor. Humorous content, especially when applied in an unexpected environment, can catch people off guard, create instant value, draw the audience into your message, and encourage active engagement with your brand. And, when skillfully mixed with humor, marketing messages are much easier for consumers to swallow.
We’ve been using humor on hold for nearly two decades and, once again, our efforts were recognized among the area’s best at the 2011 ADDY Awards, presented by the local chapter of the American Advertising Federation. (Our five awards are pictured.)
In commenting on why he chose one of our humorous On Hold Marketing productions for the Judge’s Choice Award, one of the ADDY judges wrote:
“This piece rocks! The writing is key for any audio, print or visual advertising; especially for audio, since it doesn't get an assist from pictures. The writing and the delivery of the voice talent made this piece stand out. In fact, both submissions from this entrant were creative, entertaining and, most importantly, informative. [The entries] elicited giggles and guffaws [from all the judges]. I wanted to call the number and be put on hold, the stuff was so good.”
And in closing, the judge echoed our philosophy: “The key for me when it comes to audio is to entertain, then inform. Well done!”
What about your approach to marketing? Would your customers appreciate a lighter touch? If it were infused with humor, would they embrace your advertising / marketing, rather than actively avoid it? Would they view you as friendlier? More human? More considerate of their experience with your company? You’ll never know…until you get their attention first.
You can’t talk effectively to people about what you sell until you first attract their attention. But in our very noisy world, consumer attention is harder to come by than a two-dollar laptop.
