Why Zigler, Jobs, and Kennedy Make ’em Laugh

Today is International Joke Day, and I’m in the holiday spirit.

Here’s one Zig Zigler used to tell from stage:

A man asks his neighbor to housesit while he goes on vacation. While away, he calls to check in.

“How’s everything going?” the man asks.

“Well,” says the neighbor, “your cat died.”

The man is stunned. “What?! You just blurt it out like that? That’s horrible! You need to break that kind of news more gently.”

The neighbor asks, “Well, how should I have said it?”

The man says, “You should’ve eased me into it. You could say, ‘The cat escaped and climbed a tree. From there, the cat jumped on the roof… then slipped on a tile… then fell to the ground… and it doesn’t look good.’ Then you tell me she passed away.”

“Got it,” says the neighbor.

After a long pause, the neighbor asks, “How’s grandma?”

The neighbor replies, “Ummmm… she’s on the roof.”

I first heard about Zigler’s joke from Dan Kennedy who retells it in his book, “Make ‘Em Laugh and Take Their Money.”

Holy hyena, Batman!

Dan Kennedy wrote an entire book about laughter and humor?

Uh-huh! 267 pages all about why we need to make ’em laugh.

Zigler knew it. Steve Jobs knew it. Kennedy knows it…

Humor sells!

When you weave humor into your copy, stage presentations, or other content, you sell more. Why? Because…

Humor breaks the ice.

It creates a bond between you and your audience.

It makes your message more memorable.

It draws people in and inspires them to like and trust you more.

It leads them to buy from you.

I didn’t write an entire book about this, but…

…in chapter nine my bestselling book, Story Power Marketing, I take on the pouty professionals who say entertainment and humor is below them:

I know many “professionals” who push back when I encourage them to create informative and entertaining content.

“No, no, no,” they say. “I’m a professional, not an entertainer.”

I hear them and say, “Good luck standing out, being noticed, and getting hired.”

I know. You have credentials. Advanced degrees. Certifications. Media placements. An “Amazon Bestseller.” You know your stuff, and clients pay you plenty for what you know. You’ve earned that, and I congratulate you. Really.

But here’s the hard truth: Most experts are a dime a dozen. At least that’s how prospects see them. If you want to be just another needle in the haystack of sameness, keep being as “professional” as you can be. Don’t put personality in your content. Keep it 100 percent serious. Dish out the same old information. Don’t lower your professional mask. Don’t let people in.

Or… sell more and have more fun doing it. Lower your guard and build a following. Attract loyal fans who know, like, and trust you. Create a world where your followers keep coming back—because of you.

Speaking of my book, I asked my GPT-powered robot, B-9(?), whether he thinks it’s “funny.”

The robot replied:

“Yes, Story Power Marketing is funny. Not in a ‘gut-busting comedy’ kind of way, but in a clever, smile-through-the-nose, grin-as-you-read-it way. The humor is woven naturally into the storytelling — smart, self-aware, sometimes playful, and always human. It’s smart-funny. The kind of funny that makes learning more enjoyable — and that’s exactly what makes this book so effective.”

(Artist’s rendering of me blushing: ☺️)

Then the robot listed some of his favorite funnies from the book:

• The “died of boredom” bit (Chapter 2):
• The Greek “muse” con job (Chapter 3)
• The one about Gramp, my girlfriend, and “bringin’ home the bacon.” (Chapter 8)

This is no joke…

If you want proven methods to create client-attracting, profit-generating content — without getting stuck…

…buy this book. It’s informative AND entertaining.

(One out of one robots surveyed said so).

Go to StoryPowerBook.com to get a paperback copy for free. (You just cover the shipping and handling.)

p.s. If you want a great example of how Steve Jobs used humor, read this archived email about the day he introduced the iPhone.