We started talking about humor last week and I wanted to show you how to use humor, so you won’t alienate your prospects and you’ll instead, bond with them.

Let’s go over a couple of different ways:

First, if you’re going to use humor, the best way to use it is to poke fun at yourself. Self-deprecating humor shows people you’re human and you certainly don’t think you’re above, or better than anyone.

If you see a picture of me and my bald head, and then I say something like “Lord only knows it’s been a long time since I’ve needed to use a comb,” you might laugh…

On the other hand, if I say “That guy’s as bald as a billiard ball…” it may be offensive, right?

So if you’re going to make fun of someone, make it yourself.

And second, you can poke fun at a well-known common enemy, but don’t be aggressive about it.

So let’s say you’re writing to people who want to buy imported items, you can say something like, “Listen, if the government gets their way the only thing you’re going to be able to buy from China is crispy noodles!”

That’s not offensive to anyone and it points out some obvious flaws the government has when it comes to leaving profitable businesses alone.

Just make sure you’re poking fun at the right common enemy — don’t make fun of conservatives when you’re writing to Republicans, obviously. Know your marketplace and what makes them tick… and use common sense.

Now go sell something, Craig Garber

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