Tell a Joke

A tourist walked into a Scottish pub…

A grumpy old fellow was nursing a beer at the counter.

The tourist ordered a pint and sat down quietly beside the old guy.

Suddenly, the old man turned to the tourist and said:

“You see this bar.”

“I built this bar with my bare hand. Found the finest wood in the county and gave it more love and care than my own child. But do they call me MacGregor the bar builder?”

“No.”

He pointed to the window…

“You see that stone wall out there?”

“I built that stone wall with my bare hands. Found every stone and placed them just so through the rain and the cold. But do they call me MacGregor the stone wall builder?”

“No.”

He pointed out the other window…

“You see that pier on the lake?”

“I built that pier with my bare hands. Drove the pilings against the tide of the sand, plank by plank. But do they call me MacGregor the pier builder?”

“NO.”

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“But you f… one goat…”

🤣

I saw this joke from Andrew Stanton’s TED talk on “The Clues to a Great Story.” (Highly recommended. Thanks to Shawn Twing for sharing.)

And I love Andrew’s conclusion:

“Storytelling is joke telling.”

As a marketer, we often tried too hard to give our stories a meaning. We want it to incept a sales message so that we can transition smoothly into a compelling CTA.

There’s another approach…

An approach that might seem counterintuitive in the short term…

But it will yield much (much) better results in the long game.

That is –

It’s okay just to make your readers laugh.

Put a smile on your subscriber’s face, and don’t worry about “having the perfect pitch” in every email.

When you do this – by sending one story a day – people will tune in to seek out your emails. (And maybe even come to like you.)

When the time comes… and they’re ready to buy… you’ll be top-of-mind without all the hard-sell and direct-response techniques.

Rooting for you,
Wuyen