Comedy is built on creating tension . . .
. . . and the release of that tension.
An old example: Why did the chicken cross the road? To get to the other side.
Now we’ve all heard this too many times for it to still be funny, but the structure is there.
Why did the chicken cross the road? That’s the tension
To get to the other side. That’s the release.
Marketing follows a similar pattern.
You’ve got this issue/problem/roadblock. That’s the tension.
Let us (you/your company) show you the solution/possibilities/way forward. That’s the release.
It isn’t meant to be funny, it’s meant to relieve.
People have been dealing with a problem they don’t have an answer to for far too long. And you can help.
When you’re explaining what you can offer, try focusing on this structure:
EXPOSE THE TENSION LIVING IN YOUR CUSTOMERS’ LIVES. SHOW HOW YOUR PRODUCT/SERVICE CAN ACT AS A RELEASE VALVE.
Play with the wording. Nobody wants to hear another joke about another chicken.
But they do want to hear about you.