Comments on: Dumb Is the New Smart

By: Shelley Ryan

Shelley Ryan — Fri, 06 Oct 2006 05:04:01 +0000

The other thing to note about sites like these is how wonderfully VIRAL they are. Brilliant marketing! And all for a good cause.
My favorite example isn’t recent, but I still get a kick out of http://www.themeatrix.com.
p.s. I’m telling Penny, our Customer Service Ninja, that she has serious competition out there. ;]

By: Balaji M

Balaji M — Fri, 06 Oct 2006 00:41:07 +0000

Really thought provoking post. Yes I do wonder how some comedians have the knack to represent something really dry and somethimes political to the masses who would rather than know about it. For eg. No one really wants to know about War…then we have guys like Jon and Jay Leno who brings attention to the same by their own style…a serious topic enclosed in a wrapper…A chocolate that any child can have…

By: Ann Handley

Ann Handley — Thu, 05 Oct 2006 17:55:50 +0000

Thanks for the comments, Paul and Tom! Good to see you stopping by.
Ted: Merryweather actually reminded me of a character that Captains of Industry would create.
Tim: You might want to register that: GenuinelyGoofyGoober.typepad.net : )
Roger: Nice to see you here and thanks for adding the Mountain Dew…uh…visual. I’ve been reading about your products at Logic + Emotion.
CK: I’m inspired for my next post: Old Is the New New.

By: CK

CK — Thu, 05 Oct 2006 16:46:22 +0000

Ted raises a GREAT point with “The use of comedy and drama to move people to take action is actually very Shakespearean.”
And Lewis was ranting a few months back that WOM is as old as the hills. ‘Tis true.
So everything old is new again…or, when something is effective (humor, referrals) it’s everlasting.
Show (don’t just tell), paint a story (included humor wherever possible) and connect with your markets through these vehicles (so they become your storytellers). And dumb it down (per your original point, Ann)
We could all focus on just these action points for the rest of our careers, eh?
Great article, Ann. Glad you liked the ninja; he’s all sorts of popular now and publishes new segments all the time.

By: Roger von Oech

Roger von Oech — Thu, 05 Oct 2006 16:05:27 +0000

Good analysis, Ann! I like SCB's characters, and find his use of naive humor quite disarming. In my seminars, I like to have clients make up off-beat, irreverent mottos for their products as a way to open their thinking. One of my favorites (from Pepsi): "Mountain Dew is the only soft drink that comes out of your body the same color as it goes into it." http://blog.creativethink.com/

By: Tim Jackson

Tim Jackson — Thu, 05 Oct 2006 15:49:24 +0000

Ted makes a great point worth going over again; comedy/ laughter has been the delivery vehicle for “message” since the days of the Roman Empire. It’s nothing new at all, which proves that it is effective. The technique would not have survived if it weren’t for effectiveness.
On to the actual point though, delivering the message with a bit of humor does many things. One thing is that it can help to plant the message more effectively and permanently- if you remember the joke, you remember the message. Heck, we’re all talking about this stuff, so it has clearly worked to some extent. It also helps to get the message to an audience that might not otherwise ever find the message or “get it” any other way. We start talking in tech-speak and we’ll lose 9/10 of the audience. Keep it simple and engaging and you retain a much larger section of the audience.
That’s basically why I try to be the genuinely goofy goober that I am. I can be as serious as the next delusional and lost poet searching for his next glass of wine, but I’d rather spend my time slipping pointed barbs under the King’s robes while he’s laughing his fool head off. Until I get caught anyway and make a visit to the guillotine.

By: Ted Page

Ted Page — Thu, 05 Oct 2006 14:19:38 +0000

Ann,
The use of comedy and drama to move people to take action is actually very Shakespearean. When Hamlet really wanted to shake things up he put on a play, “The play’s the thing wherein I’ll catch the conscience of the King.” I wish there more companies who burned their PowerPoint presentations and told a great story instead.
Ted

By: Tom Asacker

Tom Asacker — Thu, 05 Oct 2006 12:02:59 +0000

Great insight Ann! Thanks. I’ll be posting something similar later at http://www.acleareye.com. Please let me know your thoughts. And btw, this “trend” was precisely my motivation for GuruBBQ.com. Hope to see you soon.

By: Paul McEnany

Paul McEnany — Thu, 05 Oct 2006 03:33:26 +0000

There’s only so much bad news people can take. There are too many problems, and we can’t solve them all.
But, it’s good for us to know what’s going on.
Fortunately, humor gives us a way to know all the horrible shit that happens every day without our brains exploding.
Mark Foley, anyone?
And, Ann, I told you I was still here!

By: Ann Handley

Ann Handley — Thu, 05 Oct 2006 02:28:24 +0000

Sandy, Mack: Thanks for your comments. Agreed.
Lewis: Guess that’s always a risk. But one worth taking.
Scott: I know. I just love his smarmy, over-the-top delivery.
CK: Three words: Oh. My. God. The “I’m the Internet, You’re the Internet” was strangely compelling…weird, but compelling. Best line out of the “Net Neutral Ninja”: creating “…a giant wall made out of the shredded First Amendment.” Love it.