Practical Sales Training™ > How To Get Attention > The Humour Effect
The Humour Effect
What Is It?
The Humour Effect is simple. Funny things grab attention. So they also stick in memory longer than serious ones.
That’s because humour stands out, and things that stand out get remembered.
Why Does It Work?
The brain is wired to notice contrast. So when something unexpected happens, it pays attention. A joke breaks the pattern of normal, serious marketing.
This is similar to the Von Restorff Effect, where the odd one out gets remembered best. Humour works the same way, since it’s rarely what buyers expect from a brand.
Once something makes us smile, we tend to hold onto it. So the memory sticks, and the brand behind it sticks too.
How Can You Use It?
Find The Natural Moments
Look for places where a bit of lightness fits naturally. A pun in your marketing works well. So does a playful line on social media. Even a small joke in an email subject line can work too.
Match The Humour To Your Brand
Not every business suits the same tone. So think about what fits your buyers, rather than just what makes you laugh. A joke that lands well for one audience can still fall flat for another.
Use It With Care
Being funny for the sake of it isn’t always the right move. So proceed with caution, especially in serious industries. A joke that misses can still cost more attention than it earns.
When It Works Best
This works best in low stakes, high visibility moments. Think social posts, packaging or small product touches. These are places where a smile adds value instead of risk.
It also works well when the humour connects to something true about your brand. So a joke that fits your product feels clever. A joke bolted on just for attention feels forced instead.
When It Becomes Dangerous
The risk shows up when humour overshadows trust. In serious purchases, like healthcare or finance, a joke can feel wrong. Buyers want confidence there, not comedy.
Humour can also age badly or offend without meaning to. So test it with real people before it goes live, since what feels funny in a meeting doesn’t always feel funny to a stranger.
Used well, it builds warmth fast. But used badly, it undermines the very trust you’re trying to build.
Common Mistakes
Forcing A Joke That Doesn’t Fit
Humour bolted onto a serious brand feels awkward. So only use it where it feels earned, rather than added for effect.
Ignoring The Industry Context
A joke that works for a fashion brand might still fail for a law firm. So always weigh the setting before you commit to the tone.
Skipping The Test Run
What feels funny internally doesn’t always land externally. So test the joke on someone outside the room first.
The Humour Effect – An Example
The Salt And Pepper Shakers
Virgin Atlantic’s Upper Class cabin has small salt and pepper shakers on board. Turn one over, and it reads “pinched from Virgin Atlantic.”
It’s a wink at something everyone already knows happens, since passengers take souvenirs anyway. So instead of ignoring that, the brand plays along with it.
This turns a small, forgettable object into something people talk about. It’s a tiny detail, but it still says something bigger about the brand. It doesn’t take itself too seriously, and buyers notice that.
That’s the whole effect in one small object. Because a single joke, placed well, does more for memorability than a page of serious copy ever could.
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