Can humor really work when dealing with life’s most serious challenges?
At this point, the answer probably doesn’t surprise you.
(Spoiler: It’s yes. The answer is yes.)
Liiiiiisten, I get it. Using humor when shit gets real feels risky.
But here’s the thing: Humor, when used authentically and appropriately, can be your secret weapon in sensitive, tip-toe-y situations.
It humanizes your brand, fosters connection and attracts a right-fit audience.
Humor is a freaking superpower for breaking down emotional barriers and opening up tough conversations.
There’s even a fancy psychological theory called the Relief Theory.
It’s the idea that humor can release tension in stressful situations, kind of like a pressure valve for your brain.
But it goes deeper than that! Humor makes your brand more relatable and human, even when you’re tackling serious stuff.
It builds emotional resilience for both you and your audience by offering a fresh perspective on challenges and creating a sense of “we’re all in this together.”
Even if your brand’s natural humor type is dark or edgy, it’s more impactful than trying to be something you’re not.
Authenticity in humor ensures you attract the right audience who gets your brand’s personality.
Putting on some other tone like a meat suit will alienate your core audience or come across as fake AF.
And let me tell you, NOTHING makes people cringe harder than a brand trying too hard to be funny.
Here are three approaches you could try:
The “We’re All in This Together” Approach
PennyWise Finance
Example: “We’re navigating the same financial rollercoaster, holding on to every penny (literally). Let’s figure out this whole ‘adulting’ thing together, one overdue bill at a time.”
Why it works: The brand uses self-deprecating humor to show that they’re not some untouchable financial institution or above financial struggles. This creates a sense of camaraderie.
The “Elephant in the Room” Strategy
Hope Springs Cancer Center
Example: “Chemo sucks. But you know what doesn’t? The free ice cream after every session. Okay, it’s not Ben & Jerry’s, but it’s still something. We’re here to make this journey suck a little less.”
Why it works: The brand addresses the harsh reality of cancer treatment head-on while lightening the mood. By acknowledging the tough parts but adding a humorous angle, they create a more empathetic connection with their patients.
The “Dark Humor” Route
Final Bow Funeral Services
Example: “We’re the last ones to let you down… literally. When it’s time for that final curtain call, you want to go out with a bang (or at least not a whimper). At Final Bow, we’ve got you covered — because let’s face it, we all kick the bucket eventually. Might as well do it in style.”
Why it works: Dark humor here connects with an audience that isn’t afraid to confront the inevitable with a smirk. It’s edgy, it’s bold, and it’s definitely not for everyone, but that’s the point! It creates a strong bond with those who appreciate the humor.
There’s no 1-2-3 formula or framework – just reading the room and taking calculated risks.
There’s no one-size-fits-all approach and sometimes, you gotta be willing to fall on your face to find out what works.
But to minimize face injuries, here’s the best game plan I can drum up:
- Know your audience’s limits. What makes them laugh? What makes them cringe? Use data and feedback to figure it out.
- Balance humor with empathy. Make ’em laugh, but show you care.
- Test the waters. Try your jokes on a smaller audience first, then listen and adapt.
When you lean into your natural Humor Type, you’re strategically building an audience of folks who get you and share your values.
Humor has this magical way of digging deeper, creating emotional connections that are good for PEOPLE – but also business. At the end of the day, those connections should turn into engagement, relationships, and ROI.
