Make ‘em Laugh and They’ll Stick Around
A few months ago, we compared online data backup solutions and our top two contenders were Mozy and Carbonite. We ended up deciding that Carbonite probably suited us better, so why do I choose to remain on Mozy’s email newsletter list? Simple – their emails make me laugh.
I can’t provide you with any concrete statistics, but my assumption is that the majority of people on this planet like to laugh. I know if I read something that makes me laugh or smile, I am going to continue reading. I don’t have a need for Mozy’s services, yet I find myself reading their newsletter from beginning to end in search of the next comical line. For example, here is the first line in Mozy’s August newsletter,
“Great thinkers have at times wondered, ‘what prevents evil robots, supervillains, and fake Rolex peddlers from using Mozy for their own sinister purposes?‘”
Totally unexpected; and it kept me curious about what came next.
Mozy is a great example of a boring product whose newsletters are somehow still humorous. Online data storage isn’t a subject that the average person would find interesting, let alone one that brings a smile to his/her face. If you have the ability to inject humor into your website, email marketing, or other promotional materials (if it’s appropriate for the tone and message you want to convey), you should try to incorporate it into your message. It can be especially effective in getting attention if your line of business is not one that people would normally associate with humor.
We aren’t saying you need to be Robin Williams, and we know it can be a tough balance to include humor without taking the seriousness out of your message. Take cues from other companies that successfully incorporate a few laughs into their communications, while their products & services are generally serious in nature. Google (technology), Motley Fool (finance), and Virgin America (air travel) are some companies that stand out amongst their competitors because of their friendly and humorous way of delivering information.
Let us know if you already use this approach in your business communication. We are always up for a good laugh!
Whilst they are funny, they don’t instill confidence for a business user. For a consumer this is fine but backing up my business mission critical data is a serious issue and these just make me wonder if the Mozy service is not suited to my needs as a business.
Hi, Jimmy. Thanks for making the point that humor doesn’t work for everyone. Some consumers do expect serious subjects to be treated with a serious tone.
We should have pointed out that while we’re talking about the humor Mozy uses in their newsletter, they do use a more matter-of-fact tone on the main pages of their website.
But again, humor doesn’t work for everyone. So, as Carolyn said above, use humor “if it’s appropriate” for your message. Let your customers be the judge!