Bob Mankoff

Did you ever wonder why so many Superbowl commercials use humor? (At the Cannes Film Festival, 95% of the winners in the Advertising category are funny.) Have you noticed how even traditionally staid businesses like banking and insurance are now putting humor into their advertising? We’ll explore six ways humor works with customers. We’ll see how it creates rapport and overcomes sales resistance, opening customers’ minds to new perspectives. And because humor gets customers involved in processing the message, they remember that message better. In customer service, humor provides a moment of unexpected delight. Sometimes this is a bonus—icing on the cake—and sometimes it saves the relationship when things are not going well. We’ll also explore crucial differences between men’s humor and women’s humor and their implications for business. All these topics are explored using pictures, videos, cartoons, stories, and exercises.