What Stand Up Comics Can Teach You About Marketing

Did you know that stand up comedians don't just get on stage and wing it?

Although they are born to make us laugh, good comedians follow a formula when they are preparing their next great joke. That's probably the reason my jokes tank, but that's a story for another time.

Before stepping on stage, mike in hand, to deliver their joke they follow a set of metrics that when properly executed, leave their audiences in stitches.

As small business owners, we may not want our clients and customers cackling in the aisles but we do want to make a lasting and memorable connection.

Follow these three steps from the last comic standing to wow your audience:

1. The Set-Up

Do you know why your product or service is a must-have? This question must be addressed in all good marketing. The set up is where you explain, in story style, why your product or service must matter. Ask yourself these questions to get your set-up started:

What does my product or service really do?

What is the #1 question my product or service addresses?

2. Delivery

Once you've addressed why your target audience must run, not walk, towards your product or service, you'll need to explain how your offer will actually make their lives better. You can get a market excited about all the ways your product or service will impact their lives but the step that many small business marketers leave out is the reason they must open up their pocketbooks and buy.

3. Punch Line

There are many that feel it intrusive, inappropriate and flat out rude to ask for the sale. Hog wash! That's like collecting all the ingredients to make a home made cake taking the time to prepare, bake and frost it, and then never tasting the gooey goodness. It is not offensive to ask your clients and customers for the order - unless you do so in an obnoxious fashion. If you told a joke and left out the punch line, it would make for a sorry presentation. Don't rev up your clients and customers by getting them excited about your product or service, and leave out how they can possess all you have for them to experience.

I know you're thinking to yourself, "all this sounds like selling to me?" Marketing is not the same thing as sales or advertising but to be effective, good Marketing does include both elements. Marketing is a 'system' you create in your business to consistently and constantly communicate your brand and why your brand should matter to your target market.

Take a cue from the likes of Jerry Seinfeld and Ellen DeGeneres when preparing your next marketing campaign because guess what, without a well thought out plan your next marketing effort could risk being booed off stage.

?2007 Liz Pabon. All rights reserved.