How Your Sense of Humor Works

How to Honor Your Customer’s Sense of Humor – A Manifesto

  1. A sense of humor is not about hitting someone over the head with jokes, funny videos and a laugh track.
  2. Humor and a sense of humor are not always the same thing.
  3. Your sense of humor is not necessarily about making others laugh.
  4. Your sense of humor is about the way you see the world.
  5. It is a way of listening and hearing the possibilities in any relationship.
  6. A sense of humor is the basis for personal chemistry.
  7. Personal chemistry is the basis of unspoken understanding.
  8. When you understand and engage someone’s sense of humor you engage her most basic, unconscious trust.
  9. Trust is the best place for a brand to be.
  10. An authentic sense of humor is a powerful yet subtle way to convey conversational authenticity in social networks.
  11. It makes strangers, even corporations, real to on-line audiences.
  12. Real laughter requires trust—if I don’t trust someone it’s hard to laugh with them, we will have to stick to “safe” conversations.
  13. We reserve safe conversations for people we don’t trust.
  14. Your sense of humor often reveals more about you than the words you actually say.
  15. Social Media has increased customer expectations for intimacy at all stages of the buying process.
  16. Intimacy is impossible without a sense of humor.
  17. Customer relationships are never static.
  18. People can only form emotional bonds when they are treated as individuals.
  19. Real relationships are dynamic; they grow and evolve.
  20. Real relationships are alive with possibility.
  21. Don’t try to control your customer’s sense of humor.
  22. Don’t try to control your own sense of humor.
  23. Nothing is less controllable than real laughter and true love.
  24. A customer can’t fall in love with a brand that doesn’t have an authentic personality.
  25. Your authenticity and your personality are embodied in your sense of humor.
  26. If someone really wants to know you, they have to understand your sense of humor.
  27. We always feel “in relationship” to someone who understands our sense of humor.
  28. Superficial relationships lack this understanding.
  29. Your sense of humor is meant to be shared; it is the basis of shared experience.
  30. Brand engagement is a shared experience that depends on your sense of humor.

“A sense of humor is just common sense dancing.” – William James

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