eAdvisor - Feature Article
   
 

Laughter: The best medicine for eNewsletters

According to researchers, humor is the best medicine. This is also true for your newsletter. Even strictly business publications such as the Wall Street Journal use cartoons, quips and amusing stories to touch their readers in a personal, emotional way.

Humor can help you:

  • Arouse interest.
  • Emphasize key points.
  • Deflect criticism.
  • Relate facts and figures.
  • Explain complex ideas.
  • Create a positive impression.

Humor puts readers at ease. It establishes an instant connection regardless of age, gender, job title or education level. Think about your own e-mail habits. How often do you read and forward jokes, amusing stories or cartoons to friends or colleagues?

Clever wit, quips or reverse humor can help to communicate complex, highly technical or otherwise dry subject matter. Cartoons or puzzles might attract a reader's attention to a topic when a traditional article might not.

When used appropriately, humor can defuse sensitive or controversial topics. It can distract readers from considering arguments to your position.

Don't overdo it

However, like any medicine, humor has its limitations and, when abused, can cause dangerous side effects. Too much humor can distract from your message. In addition, be wary of certain jokes or cartoons that may be misinterpreted or considered offensive to some readers.

Humor usage tips:

  • Focus on situations, not individuals or groups.
  • Avoid sarcasm, cynical humor and put-downs.
  • Never use "anti-" jokes (anti-men, -women, -religions, -blondes, -ethnic groups, etc.).
  • If your audience is international, be sensitive to cultural differences and concerns.
  • Personalize your material. Make it relevant to your readers.
  • Use humor as the icing and not the cake. It should add spice to the newsletter, but not overpower the articles.

Pre-test your humor with others on your team before you send it to thousands on your distribution list. A good rule of thumb is: when in doubt, toss it out.

If you publish a regular humorous feature or column, you can review your Views and Clicks report to see how it stacks up against other articles in your newsletter.

Still not sold on the benefits of humor? Then consider a 2003 research survey conducted by Fabio Sala and the Hay Group. Sala's study found that executives who were highly rated in their performance reviews used more than twice the humor of their lesser-rated counterparts! Sala published his findings in the Harvard Business Review in an article titled: "Laughing all the Way to the Bank."

For more information on how humor can benefit your eNewsletter, contact the professionals at Proven Systems at 970-223-6565 or visit www.ProvenSystems.com.
 

 

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