How can humor make your value proposition more memorable?

It captures attention, enhances relatability, and fosters a connection, making your message stick in people's minds. However, it's crucial to ensure the humor aligns with your brand identity and resonates with your target audience for maximum impact.

A good value proposition is a sentence or a statement that your prospective clients, when they read it, "know it for themselves" and can identify with it. The best advertising is to echo the customer's own thoughts. That's why the best value propositions come from asking your existing customers what made them choose you. That's how BMW's slogan "The driving experience" or Mercedes' slogan "The best or nothing" were born.

Think of your Unique Value Proposition (UVP) as what makes you stand out in a crowd. It's not merely about the services you offer; it's about the personal twist you bring to everything you do. It's your style, your approach to problems, and your way of transforming obstacles into stepping stones. It's why people are drawn to you, why they listen to what you have to say, and why they trust in your vision. In essence, your Unique Value Proposition is the heartbeat of your personal brand, the guiding light that leads your audience right to you.

In the dynamic world of B2B, there's a room for creativity in marketing and branding strategies. And yes, humor gets its own reserved seat in that space. But - and this is a big, fat BUT - never forget that your words have an impact on your audience. You don't have to turn your value proposition into a comedy. If your audience isn't looking for a stand-up comedian, don't do comedy. Marketing is not about showcasing our shiny intellect and humor; it's about connecting authentically with our audience.

Humour is the best objection remover. The argument that it can offend is a bit warped. Here's why... Your core audience is loosely grouped around similar pain points and share common challenges. If you notice, Pain and challenges are the fountain head of humour. For example, first time mom's group, or first time learners to drive groups; they will be more closely binded. And perhaps, would be freely discussing common failings often. So an example of a value prop around learners fun would be - I help women learn to drive cars faster not to drive people crazy....is likely to have positive effect, perhaps even helping convert the hesitant first time learners.

In my experience, there is a fine line when using humour to describe your value proposition. When used correctly, it can really help get your message across and be memorable. However, if you get it wrong, it can backfire and be memorable too, but not in the way you might have wanted. If you need to think about whether humour works or not, then don't do it.

While pitching for an online gaming site's social media mandate, what apparently got us the deal was the humour element and the point we were driving home with a lighthearted take on it. With the best agencies pitching, we thought, as per the client's aim, humor will appeal more to the target audience. So although humour was the right way to go, aligning the brand voice and brand proposition with the content we will be generating was the more challenging part. Humor is many times the better option with a greater value proposition, but it doesn't make it easier. So use it when needed by finding the most apt synergy.

Using humor right can really make a difference, but you've gotta be smart about it. Take the Dollar Shave Club's first video, for example. They mixed in some laughs with their pitch about good, cheap razors. The founder cracked jokes about razors being too fancy, which not only got their point across but also made them stand out in a crowded market. This shows that a bit of humor, when it fits with what your brand's about and what your audience likes, can really make your message pop and stick with people. It's all about finding that sweet spot between funny and on-point.

Food brands have done a great job in introducing humor to their value propositions, especially in naming conventions. Known for their unique and whimsically named ice cream flavors, Ben & Jerry's incorporates humor into its brand personality. This approach is evident in their product names, such as “Half Baked” and “Phish Food,” making the brand fun, approachable, and memorable.

In every transaction the buyer often appreciates moments that embody humanity and realness. IMO humour is one such element that underlines the humanity involved in a transaction, it can also backfire if it doesn’t come from a place of authenticity and honesty. People who are able to see the humour in a situation are able to do so because they observe things far closely than anyone else. Good humour requires intelligence, great observation and an agile mind. It is these qualities which will allow for the buyer to understand your ability to deliver without which no transaction will go through. Use humour sparingly but wisely.

Using humor in your value proposition can be a game-changer, but it requires careful consideration. ?? Humor creates a positive impression, differentiates your brand, and enhances memorability. ?? It helps establish an emotional connection, build trust, and reduce resistance. ?? Make sure the humor resonates with your audience, aligns with your brand, and enhances your product's benefits. ?? Test and refine your humorous value proposition through feedback, A/B testing, and data analysis. Remember, humor can be powerful but also risky, so tread carefully and test thoroughly.