Using humour to increase your bottom line

91% of customers prefer a brand that makes them laugh – humour builds engagement that has a positive impact on your bottom line.

You want to be taken seriously as a business, right? But did you know that many customers and consumers actually want you to give them a laugh as well? 91% of people globally prefer brands to be funny, but 95% of business leaders fear using humour in consumer interactions.

We’re accountants, so obviously we have an incredible sense of humour and are therefore well-equipped to speak with authority on such matters. Need proof? Evidenced by our Facebook page. Well, we try.

So, how do you overcome the concern about using humour in your sales and marketing? And what are the benefits of a brand that uses humour in an effective way?

Here are 5 ways that humour improves your customer experience…

All this “funny business” might sound counter intuitive. But all the evidence points to customers wanting humorous, engaging ways for you to interact with them. Humour puts people at ease in a sales environment, and a good joke or funny meme in your marketing has the potential to win prospects over and make your customers enjoy your brand. Plus, the world is currently serious enough.

Using humour with your customers:

1. Enhances customer engagement – humour in your sales and marketing really helps you connect with your audience. Funny interactions and campaigns increase your customers’ attention span and encourage them to participate, comment and engage.
2. Builds emotional connection – when you incorporate humour, this creates positive associations for your customers. They’ll see your brand as more relatable and likeable, all of which leads to stronger connections and customer relationships.
3. Differentiates your brand – smart and subtle use of humour sets your business apart from the the stuffy and staid competitors in your market. Being able to raise a laugh makes your brand more memorable and attractive in a crowded market.
4. Increases message retention – humorous content can help to leave a lasting impact with consumers. This aids information recall and ensures your key messages, campaign taglines and promotional copy stay top of mind with your audience.
5. Boosts brand perception – a well-executed, humorous approach creates a positive brand image, showcasing your company’s personality and approachability. As a ‘funny brand’, customers will feel good engaging with you and spending their money.

For more on the use of humour in our workplaces and marketing, watch this short TED talk from Tom Fishburne from Marketoonist, explaining the power of humour.