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How
Speakers Can Use Humor as a "Branding" Technique
by Patricia Fripp, CSP, CPAE
Humor is probably not the primary purpose of your presentation,
but it can be a powerful tool for making points and grabbing
audience attention. Recently, I chatted with humor expert
John Cantu about how to make humor a part of your professional
image. "Used wisely," John told me, "humor can build a 'brand
image' for you and your topic." Here are five techniques John
shared with me that you can use to create you own humor brand.
1. USE A SIGNATURE CATCH-PHRASE - Most people recognize
the following phrases or slogans and automatically think of
the creators when they hear:
"I don't get no respect."
"The Top Ten List"
"You might be a redneck if . . ."
"Where's the beef?"
These phrases are "owned" by Rodney Dangerfield, David Letterman,
and Jeff Foxworthy in that order. Come up with something memorable,
and people will remember you every time they hear the words
in everyday life.
2. USE A SIGNATURE STORY - A definitive example is Jeanne Robertson's
account of her baton-twirling debacle in the Miss America talent
competition. No one can think of Jeanne and not remember this
hilarious story. (Jeanne is past President of the National Speakers
Assn. and a top humorist.)
3. USE A TAG LINE - Frank King's tag line is "Make a living,
not a difference." King brags that his material has "no message
whatsoever," unlike most humorists who justify their talks with
the themes "Humor is the best medicine" or `We should all learn
to laugh at ourselves." King says, "You want a message? Check
your voice mail." He does standup comedy with not the slightest
attempt to give a message.
4. CREATE A CHARACTER - Some speakers create a character outside
their real self. Two of the best known humor `character' brands
of popular NSA humorists are J. Terryl Bechtol's "Bubba" and
George Campbell's "Joe Malarkey."
Bubba is your stock "good ol' boy." Bechtol told me, "People
don't realize I have three degrees. When I was doing training
workshops based on my education, I was starving. And then I
became a goober and got rich."
"Joe Malarkey, the Worst Motivational Speaker in America' is
a classic. George Campbell's promo says, "Joe touches on affirmations,
goal-setting, subliminal tapes, relationship skills, and dress-for-success
techniques." I will go on record that the Joe Malarkey character
is simply the most perfect stage persona/presentation ever created.
I have seen many top comics live -- Jackie Mason, Jay Leno,
Woody Allen (in his standup days), David Brenner, Dana Carvey,
Paula Poundstone, Sandra Bernhardt, etc. -- and Joe Malarkey
is flawless. Campbell's material, stage presence, and delivery
are just breathtakingly perfectly blended.
5. ADOPT A UNIQUE FORMAT - For example, past NSA President Mike
McKinley, who speaks on business, motivation, and leadership,
has a very funny presentation illustrated with photos of real
signs. He uses them as a humor device throughout his talk. While
others quote funny signs, the idea of using slides of real-world
signs to make serious points about marketing now belongs to
McKinley. Anyone adopting this framework, even on another topic,
will be recognized as an imitator.
Larry Winget owns the brand of `prop' humor. With his outrageous
collection of eye wear and a toilet plunger on his cue ball
head, he calls himself "The King of Stuff." Winget's website
describes his offerings as, "--a unique blend of humor, motivation,
and content, all wrapped around the theme of your meeting! He
can also deliver an outstanding seminar providing easy-to-implement
ideas on a number of topics." (I tell my comedian pals, "Larry
Winget is a businessman's Gallagher.")
So, if you're a speaker, consider these five options for creating
your own humor brand.
(629 words)
Patricia Fripp CSP, CPAE is a San Francisco-based executive
speech coach and professional speaker
on Change, Customer Service, Promoting Business, and Communication
Skills. She is the author of Get
What You Want!, Make
It, So You Don't Have to Fake It!, and Past-President
of the National
Speakers Association.
John Cantu is San Francisco-based professional humorist,
board member of the NSA-NC chapter, and humor consultant. His
website ,http://www.humormall.com , has lots of free
articles on how to create and/or deliver humor effectively.
Hear him on The
Story Behind Awesome Storytelling with Patricia Fripp.
We offer this article on a nonexclusive basis. You may reprint
or repost this material as long as Patricia Fripp's name and
contact information is included. PFripp@Fripp.com,
1-800 634 3035, http://www.fripp.com
For more information on the delivery of humor, check out The
Gift of Laughter: Dialogues With The Great Comedians,
interviews with the comedy greats on CD.A companion book is
also available: Great
Comedians Talk About Comedy. Great Comedians
features interviews with: Woody Allen, Jack Benny, Milton Berle,
Shelley Berman, Joey Bishop, George Burns, Johnny Carson, Maurice
Chevalier, Phyllis Diller, Jimmy Durante, Dick Gregory, Bob
Hope, George Jessel, Jerry Lewis, Jerry Seinfeld, Danny Thomas
and Ed Wynn.
Patricia Fripp offers both one-on-one and group speech coaching
for individuals, leaders and sales teams for success through
better speaking skills: http://www.fripp.com/speechcoach/
Patricia Fripp's great audio and videos programs can help
you speak more effectively: http://www.fripp.com/publicspeakingresources/
If you are a business executive who wants to get paid for
your knowledge, or a professional speaker who needs innovative
marketing and strategy insight, you need The Odd Couple® Seminar:
http://www.fripp.com/oddcouple.html
Learn the confidence and skill you need for public speaking
success!
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