As I study? what it takes to get customers’ attention, I’ve become a student of observing stand-up comics.? No one has a harder time getting and keeping an audience’s attention.?? Last Thursday I saw eight comics perform at the little hole in the wall club, Stand-Up New York.? Two were outstanding, four were so-so, and two were bombs.
The bombs were mean-spirited, perpetuating tired, old stereotypes. Worse, they didn’t seem passionate about what they talked about; their focus seemed more intent on setting up a punch line to get a laugh.? The very worst came across as condescending and egocentric? — me vs. all you stupid people. In fact, he picked on an elderly couple in a way that cam e across as nasty and hurtful, not fun-spirited heckling.
The stars, on the other hand, took issues, human behavior and stereotypes and riffed on them through fresh lenses.? Their material was hilarious because the comics’ points of view were so different, insightful – and of course warped.? They were edgy, often raw, yet always inclusive, helping us how we’re weirdly all the same. They seemed more self-less, genuinely wanting to connect with the audience vs. just tell jokes.
While I’m still learning, here are some possible marketing lessons from successful stand-up comics:
- Challenge assumptions with counterintuitive and contrarian perspectives. Great stand-ups start with assumptions that get people’s heads nodding and then, pow, present a wildly counterintuitive view.
- Share real personal stories. Genuine stories resonate, and audiences can quickly sniff out the stories that are set-ups vs. real.
- Be intent on giving the audience a great experience; it’s about them, not us.
- Be inclusive? without being intrusive.
- Be likable.
- Be fearless and experiment: some things will connect, others won’t the only way to know is to try.
- Tap into passionate beliefs. “You must go on stage with a passionate desire and the intent to communicate your thoughts and feelings, not just make people laugh,†says Judy Carter in her book, Stand-Up Comedy.
PS – If you ever get a chance to see Kyle Grooms, don’t miss him. He’s likely to become the next big name in American comedians. Amazing talent and one of the stars last week.
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