The "Joke" Theory of Marketing

You know how you'll go to a party...you're standing around a group of people making small talk...really kind of boring, right? Suddenly someone says "I've got a joke," and everyone begins listening. They're intent on hearing something to break up the ho-hum conversations they've been having with the others. The person starts the joke, and you realize, "I've already heard this." And almost immediately, without thought you'll resume the conversation you were having before the person announced that they had a joke. If the joke had been something you hadn't heard before, you'd have been paying attention for the duration.

This is the same thing that happens with marketing messages. If you have something that people have already heard and/or is predictable they'll keep their attention elsewhere. In other words, there can be no interest without mystery. A couple of examples:

People will make time (even those that hate football) to watch the Superbowl just to see something new, funny, and creative. (Budweiser almost always gets my vote for funny creative...kudos to their creative shops)

Another would be the rise (and fall) of Reality TV. Audiences were drawn to it by the millions just by the thought of seeing something "unscripted." Then, when they came to realize that much of it was indeed scripted they began to turn away...essentially, the punchline of the joke was already a "known."

We humans need to be approached in such a way where there is a captivating story line, where there is anticipation, where there is a unique feature of the campaign that mesmerizes us.

So, as you develop your value proposition and delivery methodology don't go telling the same, predictable joke...keep the approach fresh, and keep us wanting more of your message, and subsequently whatever it is you're selling!