Persuasion Tip: humorbragging and customer teasing

Have fun with a bit of bragging and teasing to connect and persuade

At Noblahblah, we compare humor to dynamite. You and your audience can have a blast. Or it can blow up in your face. So proceed at your own risk. But with that caveat, we share two recent findings about using humor to pump up your persuasiveness.

Humourbragging: bragging with a smile

If you want to persuade someone of something, you need to get their attention. Humor is a great attention getter.

That’s why we love this study, published in February 2024 by the British Psychological Society. Researchers explored how “humorbragging”—blending humor with self-promotion—affects perceptions of warmth and competence.

25% more recruiter callbacks

In one study, two CVs with similar qualifications were sent to 345 companies hiring sales representatives. The humorbragging version, featuring lines like “I turn caffeine into productivity,” received 25% more recruiter callbacks than the straightforward one.

Additional studies examined job interviews and entrepreneurial pitches, finding humorbragging consistently enhanced likability and hiring intent. Further research, including Shark Tank pitches, showed humorbragging outperformed sarcasm or ingratiation, proving its effectiveness across industries and roles, with cultural nuances to consider. But bragging is tricky. Boast too much and you risk alienating your audience. Downplay yourself, and you might seem less competent.

Teasing with lighthearted humor to win customers

Just like bragging, teasing is generally discouraged by good parents in a good upbringing.

But when applied with the right touch, it can increase your persuasiveness. That’s the finding from a study published by Thomas McKinlay in his excellent newsletter Science Says (highly recommended!)

22% brand boost

According to the study, lightheartedly teasing your customers makes your brand feel more human.

Thomas references a Duke University Study that analyzed 1,000 social media posts. The study that found humor increased brand relatability by 22%. It’s a science-backed way to be memorable and fun.

The study provides several examples, including Ryanair’s TikTok account. Known for its memes and jokes, Ryanair pokes fun at both itself and its customers, with posts like, “If you want legroom, go to a gym,” in response to frequent complaints.

Playful, well-executed humor enhances the sense of connection between customers and brands, boosting engagement and expanding your reach.

On the rhetorical edge of the swamp!

As we’ve said, humor can be a blast or it can blow up in your face. It’s like living on the rhetorical edge. But when used artfully, it can boost your brand engagement by creating a relatable connection, making persuasion both impactful and enjoyable.

Before unleashing the comic kraken, test your humor on friends or colleagues. But as these two studies suggest, humor is your ally in rising above the swamp of blah blah blah.

Links

Journal of Consumer Research (August 2024)