Warning: Humor Can Backfire

Warning:  Humor Can Backfire

Humor can backfire.  Even if you’re the president.

Of course, it depends on your goal.  For several decades, we’ve researched viewer reaction to TV, video, and presentations.  Your presentation connects successfully when the lines move up.  You’re not connecting when the lines move down.  When you target an audience, those are the lines of the “target” are the ones that count.

Watch this short video produced by an agency for “FOX and Friends” of President Obama speaking to a group of supporters.  Note that the green represents Democrats, the red Republicans, and the yellow Independents.

We don’t know what the strategy was for this presentation. Perhaps just to poke some fun at the Republican candidates.  Nothing wrong with a feel good.  Especially when some people see merit in what he says.

But if you’re looking for the so-called “get-ables” — the voters who see themselves as Independents — this presentation failed.  You can see how the yellow line started dropping and kept on dropping.

Since Republicans and Democrats, for the most part, have made up their minds, the opportunity is with the Independents.  Many of them are undecided.  You don’t want to irritate them.  You want to win them over.

A joke or two — even when carried on local and network newscasts — is nothing to worry about.  But it’s a great example of joking about the competition when you’re among friends and fans.  They laugh and laugh.  So why is this example important to you as a presenter, as a keynote speaker?

Warning:  Humor Can Backfire — Takeaways

• Use humor carefully and sparingly.
• Test it first with people you’re trying to persuade — whether to buy your product or believe in your politics.
• See them as your target audience.  Not the people who are set in the ways whom you can’t influence.
• Try to come across not as mean spirited — but good natured.
• Often viewers and live audiences enjoy jokes when the speaker pokes fun at himself or his group.
• Acknowledge exceptions to the above.  For example, presidential candidate Donald Trump has gone over the top to joke about his opponents.  And he’s leading many polls. But there’s only one Trump.

Whether you’re just getting into public speaking or a highly accomplished speaker, let’s take your presentations to the next level.  Connect with more people to get your message across to move more products, causes, or get your elected:  bob@kaplitz.tv.