“If you really want something, you will find a way. If you don’t, you’ll find an excuse.” – Jim Rohn

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You don’t have to beat your competition; you just invalidate them.

One highly effective method is to create a blog or sales letter, starting with the payoff … then make everything else sound like scurrilous gossip, dark humor, or irreverent tongue-in-cheek sarcasm.

People love to be entertained, and we also love an entertaining story. In fact, if you can turn your sales and marketing efforts into entertaining short stories, your marketing and sales content will become addicting.

Just remember that your message must entertain AND educate. Be controversial. Demonstrate your expertise. Make it humorous; make it sound like gossip. Because “gossip” and “humor” are not only addicting … people can’t wait to share them. (think TMZ, Entertainment Tonight, CNN, PBS, and SNL)

The secret is knowing how to build your message so that it contains a premise, highlights a problem or issue your customers understand, and then “hits” them with the payoff. Within the entertainment industry, this is known as the 3P Formula.

Want to know more about the use of humor, gossip, and sarcasm and how they can significantly increase your web presence and website ranking? Simply click on the button below … and let’s talk. 

“Many a small thing has been made large by the right kind of advertising.” – Mark Twain

 

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“Comedians are nothing more than highly paid purveyors of amusing truth and outlandish gossip.”

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Growing up (and all the way through my undergraduate degree), I was socially inept and severely introverted. I was deathly afraid of standing up in front of people or having to speak in public.

My hands would sweat, I’d suddenly get cotton-mouth, my stomach would churn, I’d stutter and stammer, and my mind would go blank. I’d become a total PANIC-ATTACK train wreck.

Maybe this sounds familiar? If so, you know it’s terrifying, humiliating, and debilitating!

Being “funny” and learning how to make others laugh was the furthest thing from my mind. But I was lucky – because this is something I “accidentally” learned to do.

Through an incredible series of events, I found myself in front of some of the best stand-up comedians in the business. They took me under their wings and taught me their amazing secrets … the science of humor and the art of “funny”.

And now this is something I’m able to teach others. (In fact, this is my #1 requested course.)

Once you learn the secrets of humor and “funny”, your whole life will change. Mine sure did!

So why am I writing about “funny” and learning the secrets of humor? What does this have to do with New Home Sales?

Here’s a little tip I share with my New Home Sales clients. If you want to substantially (and quickly) increase your sales closure rates, if you want to reduce your CAN rates, and if you want to quickly gain an unfair advantage over your competitors, you’ll want to develop your “improv” skills and your ability to use “scripted” humor.

Before we go any further, it’s important to grasp the difference between:

  1. Attempting to be a stand-up comedian during the sales process (BAD) and
  2. Knowing how and when to interject humor to advance the buying process (GOOD)

One of the cardinal rules every successful comedian understands is, “You can’t make people laugh, you can only make them want to laugh.”

The same concept applies to YOU as a new home sales agent. You can’t make people buy, you can only make them want to buy a new home (hopefully within your community).

FACT #1: Social psychologists tell us that it is virtually impossible to dislike or distrust a person who can make us laugh.

FACT #2: We also know that those who make us laugh are more fun to be around (as opposed to a hard-nosed, hard-core, feature dumping sales person who is constantly trying the ABC/Always-Be-Closing routine).

Just think about your group of friends. Chances are, the ones that are the most fun to be around are the ones who tell great stories and make us laugh.

If you want your potential buyers to quickly see you as a Trusted Advisor instead of a typical salesperson, start using the art of subtle humor. A little laughter will disarm them, it will help eliminate “push-back” and buyer resistance, and the buyer will be more apt to interact with you without developing the typical “us vs. them” attitude we sometimes have to deal with.

One of my favorite “adlibs” is to let the prospect know I was a former stand-up comedian. This fact has nothing to do with showing/selling a home – it simply disrupts the typical sales presentation for a few moments and gives me an unfair advantage to “take-over” the sales presentation.

First comes the obligatory greeting of:

“Hi, thank you for coming in …” or “Hello, thanks for stopping in to see our community … BLAH, BLAH, BLAH”.

After I get their name and where they’re from (a separate “funny” mini-script I use), I change directions and say,

“Before I started working with [insert builder’s name], I was a professional stand-up comedian for over 10 years … and one of the most important things I learned was this … you can’t make people laugh, you can only make them want to laugh.”

“You know, the same thing is true about this job. I’m not here to sell you a new home. [SHORT PAUSE]

“I’m here to help you find a new home you cannot live without.” [PAUSE, then followed with a little laugh and a “yes” head-nod]

Does this technique work? Virtually every single time.

I can hear your skepticism as you ask, “Well Matt, what if the prospect doesn’t laugh?”

NOTHING! No harm, no foul! I’ve just learned they may be one of the few prospects who are more interested in “just the facts” – or – I’ll try to get them to laugh a little later when I’m pointing out one of the model home’s key features.

Why does this work?

First, if you’re able to make prospects laugh, they are more likely to trust you, they will become more open to what you are saying, and you become memorable (laughter tends to “lock-in” memories).

As a new home sales agent, you need to immediately establish trust and knowledge, and you need to stand-out from your competitors. When prospects first meet you, they have two questions they ask themselves about you.

  1. Can I trust you?
  2. Can I respect you?

Remember what I said earlier? It is virtually impossible to dislike or distrust a person who can make us laugh.

Start working on your greeting scripts … add a touch of “scripted” humor. Allow your prospects to enjoy your personality and your sales presentation.

PLUS – If you can get them to laugh, even just a little, you’ll gain a HUGE advantage over your competitors! And honestly, isn’t that what we really want – to crush our competition AND increase our take-home pay?

Take it from me, a previous introvert and social outsider. I’m living proof that with a little professional coaching and practice, humor and “funny” can become a valuable tool within your social life and for your career advancement.

Now, go out there and make me PROUD!

“Don’t cling to a stupid idea just because you spent a lot of time coming up with it.”

 

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“If your presence doesn’t make an impact … if your content isn’t memorable … your absence won’t make a difference.”

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One of the most valuable lessons I learned as a professional comedian was, “You can’t make people laugh – you can only make them WANT to laugh.”

Today, the same concept holds true for websites, emails, marketing campaigns, and sales conversions.

“You can’t MAKE people buy – you can only make them WANT TO BUY!”

Persuasive web content will ultimately drive more traffic to your website while increasing conversions into leads and repeat sales.

In fact, if done well, buyers will decide they cannot live WITHOUT your product or service. (We also call this “The Curse of Knowledge”)

Once you learn of a product or service (and if the information is presented in a compelling manner) you quickly discover you need “it” (not to be confused with I.T. or Information Technology). This new knowledge creates a psychological itch you need to scratch. Your life will never be the same without having the “it” you just discovered.

And this, my dear Watson, is “The Curse of Knowledge”!

Highly successful web content MUST include specific “triggers” to create a desired emotional response (the itch) within your potential clients.

Your web pages and web-linked videos MUST contain persuasive content that is clear and compelling … and most of the time humor, sarcasm, satire and The Curse of Knowledge can be a very effective SECRET INGREDIENTS.

You can substantially increase your website visibility, your landing page capture ratios, and your sales conversion rates by using Emotional Persuasion Triggers, Creative Content Development, and The Curse of Knowledge.

“If your emails, newsletters, or videos aren’t controversial, amusing, or educational … you’re wasting your time … and mine!”

 

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“Always enter the conversation already taking place in the customer’s mind.” – Robert Collier

Is there a difference between writing content versus content marketing?

YES – A HUGE difference!

Most copywriters just write content. They do not understand content marketing … the planning … the strategy … how emotional urgency primes sales … or what type of content works best for different types of buyers, products or services.

All of these things are key components to successful content marketing.

And these are just the tip of the iceberg. 

Imagine you get to choose between:

  • A writer who can write a blog post, or
  • A writer who can craft an article or blog … PLUS
    • Help their clients come up with an integrated content marketing plan that is audience specific, and
    • Creates Emotional Urgency within the potential buyer

OK – of the two choices, which one would you choose?

So, you might be wondering, “What is a Content Marketing Concept Consultant?”

Content marketing concept consultants create written advertising and marketing designed to create emotional urgency. The writing they create is called “copy.”

Why do many Fortune 500 companies hire former comedians when they need direct response sales letters, case studies,  and outstanding sales presentations?

As it turns out, stand-up comedians are the acclaimed experts in creating unique and memorable copy, story-telling concepts, and memorable presentations.

More to the point, they are creative, they understand the subliminal power of humor … they not only think out-of-the-box, they live outside of the box.

Actually, they live on the edge, but that’s another story … and that is good news for you.

Do you always recommend the use of humor in direct response content or sales copy?

NO! In some cases, humor can be distracting or misinterpreted as offensive! It depends on the target audience.

The problem is this:

  • Most copywriters are not funny, because
  • Most copywriters do not understand the science of humor

So, when you need humor (or sarcasm or irony), it only makes sense to seek out someone who understands the art and science of humor (and as the saying goes, “humor is harder than it looks”).

The demand for intentionally humorous copywriting has grown alongside viral marketing; truly funny content is more likely to be virally passed along than almost anything else.

Old-school copywriters warned against any attempt to use humor within their copy. In their words, the ONLY job a professional copywriter had was to “get people to buy … as soon as possible”.

These old-school writers were experts (in their day) using the specific tools within their copywriter’s toolbox.

However, a valuable tool they did not own, did not grasp, and consistently underestimated, was humor (and to a greater degree, comparative sarcasm).

When was the last time you saw a segment of 60-Minutes “go viral” … as opposed to YouTube videos with humorous content?

The most important concept I learned during my years as a stand-up comedian was … “You can’t MAKE people laugh; you can only make them WANT to laugh.”

The same idea holds true for sales.

“You can’t make people buy – you can only make them WANT to buy.”

Writing Content versus Content Marketing

A professional Content Marketing Concept Consultant is a person who is a master of the triggers of persuasion, the science of humor, the art of making your message UNFORGETTABLE, and who knows how to create Emotional Urgency … by design.

Persuasion isn’t about getting people to take an action … it’s about getting people to believe the action you want them to take is their own idea!

I work with people who want to build “Know, Like, Trust” relationships with their customers.

If you would like to know more, click on the button below … and let’s chat.

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“Good judgment comes from experience.  And experience?  That comes from poor judgment.” – Dean Martin