I have always believed that laughter is the shortest distance between two people. It is a universal language that breaks down barriers, creates connections, and leaves a lasting impression.

In my experience, injecting a bit of humor into my interactions with clients has been a game-changer. It has helped me build stronger relationships, increase loyalty, and differentiate my business from the competition.

In this blog, I am going to share my insights on how you can harness the power of humor to take your customer relationships to the next level.

Why Humor Matters in Business

Does humor matter in business? Yes! And very much so. Here is why.

Building Rapport

Humor is a powerful tool for building rapport with customers. When you make someone laugh, you create a shared moment of joy that forges an instant connection. It shows that you are relatable, approachable, and human.

Differentiating Your Brand

In a crowded marketplace, humor can help your business stand out. It adds personality to your brand and makes you memorable. For example, if you run a pet-sitting business, there are clever ways you can stand out. I know someone who created humorous profiles for each of her “employees” – the cats and dogs she looked after. It showcased her playful side and made her business instantly unforgettable.

Diffusing Tense Situations

Inevitably, there will be times when projects don’t go as planned. Humor can be a valuable tool for diffusing tense situations and turning a negative experience into a positive one. Once, I had a client who was unhappy with the first draft of their blog post. Instead of getting defensive, I straight up told him “Oh man, this is what happens when you work right after watching Manchester United play”. It caught them off guard, made them chuckle, and helped ease the tension.

How to Use Humor Effectively

Now that we know humor is very important in business, how can you use it effectively? I have thought up a few ways.

Know Your Audience

The key to using humor effectively is to know your audience. What might be hilarious to one person could fall flat with another. Take the time to understand your customers’ preferences, personalities, and sensibilities.

In my experience, industry-specific humor often works well because it shows you understand their world. For example, I once joked with a client in the accounting industry that I was considering using “tax-citing” puns in their content. It got a big laugh because it played on their expertise.

Keep It Appropriate

While humor can be a powerful tool, it is important to keep it appropriate. Avoid jokes that are offensive, insensitive, or polarizing. Steer clear of topics like politics, religion, or personal beliefs. Instead, focus on universal themes that everyone can relate to, like the weather, traffic, or the challenges of running a small business. When in doubt, err on the side of caution.

Use Humor Strategically

Humor should be used strategically, not constantly. If every interaction is a punchline, it can come across as insincere or trying too hard. Use humor selectively to punctuate key moments or lighten the mood. In my content writing projects, I often save the more playful lines for the introduction or conclusion. It helps grab attention and end on a memorable note.

Be Authentic

Above all, be authentic. Don’t try to force humor if it doesn’t come naturally to you. Customers can spot inauthenticity from a mile away. Instead, find your own unique style and voice. Maybe you are great at observational humor or have a knack for puns. Lean into your strengths and let your personality shine through. I have a friend who runs a gym and isn’t a naturally funny person. But he has a warm, welcoming demeanor that puts people at ease. That’s his authentic style, and it works for him.

Putting It Into Practice

Here are ways I think you can best put humor into practice.

Train Your Team

If you want to create a culture of humor in your business, it starts with your team. Train your employees to use humor in their interactions with customers. Encourage them to be friendly, personable, and inject a bit of levity where appropriate. For instance, you can have a “joke of the day” board where team members can share their favorite puns or one-liners. It keeps the mood light and reminds them not to be too serious all the time.

Incorporate Humor into Your Marketing

Humor can be a powerful tool in your marketing arsenal. Use it in your advertising, social media posts, and email campaigns to grab attention and stand out from the noise. Just make sure it aligns with your brand voice and values. A great example is Dollar Shave Club’s viral video “Our Blades Are F***ing Great.” It was irreverent, funny, and perfectly captured the company’s edgy, no-nonsense brand.

Use Humor in Your Customer Service

Customer service interactions are prime opportunities to use humor. A well-timed joke or witty response can turn a frustrating experience into a positive one. When I worked in retail, I had a customer who was upset because we were out of their favorite product. I joked that I had hidden the last one in the back for myself. It made them laugh and helped diffuse the tension. Just remember to read the situation and use humor judiciously.

Conclusion

Humor is a powerful tool that every small business owner should have in their arsenal. It helps build rapport, differentiate your brand, and create lasting connections with customers. When you use humor strategically and keep it appropriate, you can harness the power of laughter to take your customer relationships to the next level. So go ahead, crack a joke, and watch your business thrive. As the saying goes, “a day without laughter is a day wasted.” Let’s make sure no day in our businesses is wasted!