The Right Way to Use Humor in Content Marketing

Allie LeFevere and Lyndsay Rush, Founders of Obedient, join the Content Experience Show Podcast to discuss strategies for using humor in content marketing.

In This Episode:

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Full Episode Details

Allie LeFevere and Lyndsay Rush - Instagram

Why Your Brand Has to Earn the Right to Be Funny

When’s the last time a brand social account made a pop culture reference or “joke” so painfully out-of-touch that it made you wince? Last week? This morning? Far too many brands fail to use humor in content marketing in ways that feel relevant, authentic, or genuinely funny.

Allie LeFevere and Lyndsay Rush are on a mission to change that. Their agency, Obedient, guides clients through the process of building a unique brand voice. Many of their favorite and most successful projects have involved bringing humor to brand personalities and finding levity in even the driest industries.

Allie and Lyndsay explore tailoring brand humor to a specific audience, maintaining consistency, and building trust before attempting an edgy or drastic messaging move. You’ll also hear revealing examples from two recent clients, as well as red flags to heed when introducing humor to your content marketing.

In This Episode

  • Common pitfalls for brands attempting to bring humor or relevance to their messaging.
  • The fascinating tool Allie and Lyndsay use when shaping a client’s brand voice.
  • Two case studies showcasing how Obedient brought levity to two surprising product spaces.
  • The problem with using irreverent brand messaging before you’ve earned it.
  • The importance of consistency and through-lines when developing a brand personality.
  • Allie and Lyndsay’s advice for maintaining a fresh, authentic brand voice.

Quotes From This Episode

“If people don’t really understand you or don’t know you or don’t feel endeared to you in some way, you haven’t earned the right to play.” – @rushbomb

Humor is very humanizing. You're able to have conversations that you can't usually otherwise have. Humor takes the barrier down. Click To Tweet

“How do you bring lightness to something without making light of it?” – @rushbomb

“Humor can be a bit disarming—in a good way. It can bring comfort and reliability.” – @AllieLeFevere

Resources

Content Experience Lightning Round

What comedians do you adore?

Allie loves Conan O’Brien, for both his self-deprecating wit and who he is as a person!

Lyndsay loves Hannibal Buress and John Mulaney for their unique comedic deliveries!

See you next week!

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Episode Transcript

Randy: Hey Anna, how's it going? Knock knock.  
Anna: Who's there?  
Randy: All right. To be honest, I don't even have a follow up to this. But our guests today are filled with jokes, they're filled with humor, and they will be way funnier than any knock knock joke I may remember from my childhood. But that's the thing, we always remember jokes, or at least try to remember the jokes and nail the punch line. But these two really nail punch lines and they nail bringing humor into brands. That's what we're going to unpack over the next 30 minutes together with all of our listeners. What did you think? Have you had any clients that you've gotten to work with, where you've been able to bring humor in?  
Anna: Yeah, I think in terms of, especially when in the past I was really involved in website redesigns, it was a nice opportunity to reposition them, bring in some levity, which Allie and Lyndsay talk about a lot as a way to use humor, which I love, or just even make things a little bit less serious, a little bit less heavy.  
A lot of times we don't even realize how our content comes across until somebody else looks at us and just reads that and we're like, oh, that's really dry.  
Randy: Yeah, you're so right. At Uberflip where I spend our day to day, we built part of our brand and part of our identity to include the concept of being a little cheeky. You look at our brand. First of all, our brand color is pink or-  
Anna: It's hot pink.  
Randy: Fun red, and we have a smiley face as part of our logo. You know that we're going to have a little bit of fun with ourselves, and we try and do that on a regular basis. But it's hard to be consistent. That was one of the takeaways I had today is you have to decide who you are and you have to try and continue to stick with that approach day in and day out.  
Anna: Yeah, one of the things that I love is that Allie and Lyndsay absolutely tied all of the humor branding and all of the humor that they bring to their clients back to strategy. That's the key to being funny, to bringing in humor, to bringing in that that lightness, is it has to be strategic. You can't just be super serious one day, and then put out a crazy savage tweet the next. It doesn't work that way. You have to be consistent. It has to be part of your values, part of who you are, part of your brand core.  
Randy: Absolutely. It's funny, at the very end, without ruining the end of the podcast, we talked about who some of our favorite comedians are. You can stick around and listen to that. But when you think about some of these comedians, they're consistent as well. Whether they're on a TV show or whether they're doing their stand up bit, whether they're on that interview circuit to promote that next big gig they have is that consistent punch of humor and they find ways to intertwine it. May not be who they are off camera all the time, but when they're on camera, and I think when our brands are on camera, we got to decide what level of humor we can bring in on a regular basis if it is appropriate.  
This podcast really unpacks a cool way of looking at that, with a couple of fun case studies to. We'll let people listen to those. Let's roll this week's episode of the Conex Podcast.  
Allie and Lyndsay, thank you so much. I don't know about the two of you how you play off each other like this all the time because Anna and I are both feeling pressure to make this a very funny episode. Maybe you can help everyone understand why we feel that pressure, what is Obedient Agency and how did the two of you get together in the first place?  
Allie: Good thing we have a whole list of jokes prepared for you guys. We are a branding agency that specializes in fun and humor. When we are working with clients, our goal is to get them attention, make them memorable, make them engaging. One of the devices we utilize is levity and feel good and positive branding and marketing. Anything else Lin?  
Lyndsay: Yeah. That's our favorite tactic and core strategy is differentiating and delighting no matter what we do.  
Randy: I love that. How did the two of you get into this? Give us the story because first off, everyone thinks they're funny. But when you make a career of it, you better actually be funny, right?  
Allie: Yeah.  
Lyndsay: Not to jump right into it but funny is in the eye of the beholder. It's all about the audience. Something that's funny to one audience isn't going to be funny to another audience. You just have to speak to them, I guess so? Right?  
Allie: Yeah.  
Lyndsay: To take the pressure away.  
Randy: There you go, I like it. But did each of you study comedy, where you loved the Second City, SNL type of characters? Where do you get your inspiration?  
Lyndsay: I'm Lyndsay, just to differentiate the voices. My background, I was a copywriter for about eight years running my own copywriting shop before starting Obedient. I'm a writer and had always paid attention to the projects where they let me be more conversational and push the edge and have more fun with it, and how successful that was for them. I started eventually only taking clients that wanted to break from the pack, I guess. And then in terms of comedy, we both studied improv at iO here in Chicago. I was a scriptwriter, I put some sketch shows up there. The whole thing culminated in terms of creating an agency. You want to say your side so it all comes together?  
Allie: Yeah. My background, similar but different. I started out, I worked in the consulting space and then I worked at a startup and I was overseeing the branding and marketing for this company. I was developing really any customer touchpoint. So, developing the brand's persona, personality? How are we engaging with our clients? How are we getting them to be excited about who we are and what we do.  
I guess the tactic I took and I found the most effective was when you're deploying something fun and humorous, I think it did so much heavy lifting for the brand. It made us memorable. It made us sound different than other people in our industry. It was just a really compelling and engaging way to speak to the audience and to have them interact back with us.  
My background was a little bit more like brand strategy. Then I went on my own for about, I think five years I was on my own. I was developing content and programming. At the time, I wasn't thinking of my specialty as fun and humor, but that was what I was always gravitating toward, that's what I was always pushing. Because it just felt the best for every person in the process. I enjoyed it the most, the clients enjoyed it, the consumers reacted and responded to it the most in the best light.  
We've been friends for a really long time. We were just both riffing about this thing that we did, and finding that the common thread was creating fun, feel good, memorable messaging, and brand experiences. And we're like, oh, why don't we just build an entire agency around that idea and leave all the other stuff that we don't love or we don't think is effective or interesting behind. That's how Obedient was formed, was we just said, hey, we're best friends. We love doing everything together, let's work together too.  
Anna: It's also a huge benefit that you work with your friend, because that makes things just so much easier in general. But I also love that you immediately went to making people feel happy and going to the fun side because there have been so many studies, endless studies about just how brands can elicit emotion and how that really sticks, and that really resonates. I also love that at the top of the podcast, you went immediately to the different types of funny. This is something that I also used with brands when I start to help them develop their voice and tone is I actually literally start off with helping them understand the gray area in words by using the example of funny. Because there's slapstick funny, they're sarcastic funny, there's witty, there's punny, there are a million different shades of funny. How do you help guide brands towards which one is right for them?  
Lyndsay: We have a, what do you want to call it?  
Allie: A graph?  
Lyndsay: A funagram.  
Anna: That's so important.  
Lyndsay: It's 12 sided-  
Allie: It's a 12 sided shape, that it's like a grid. It's like a grid and a graph rolled into one. We're really selling us this aren't we? But the point is, it's an internal process. The point is that we believe that different shades of fun and humor elicit different reactions in somebody. So, depending on what a client's audience needs to know and feel in order to act or engage or just have better brand awareness based off of the goals of the brand themselves. We'll dig around and be like, okay, if you were ... Self-deprecation, for example. When someone is self-deprecating it endears you to them, it makes you feel maybe a little bit superior to them. There's all these different… When someone is savage, you respect them or it's aspirational or you want to be more like them. There's all these different ways that we think fun can work in the world. We'll work from audience and goals backwards a little bit.    
Randy: I like that. I'm curious on something. I've had marketers and clearly myself at times wonder this. You both explain this really well that you wanted to focus on the work that was more humorous, more lighthearted, funny in the eyes of the beholder, as we said earlier? Can a brand do that just occasionally, or does a brand have to commit to say we are a funny brand, and we're going to do everything funny. Essentially, can we do it from time to time, or should it be consistent?  
Allie: Well, I think with any brand, they should have a consistent and cohesive experience. Because ultimately, you are trying to build trust in your consumer. If you think of a relationship you have with the person is, I think what starts to develop a strong relationship with another human is you feel like you know them, you understand them. You know what to expect, you know what you're going to get. It builds trust, it builds expectation, it builds loyalty.  
Similar to that, when a brand is developing any personality, there should be a through line. I should know at least some version of you that I'm going to get when I experience you on any medium and platform. But when it comes to layering on a really strong personality that is maybe fun or humorous, I think that there should be a through line through everything you do. But you can definitely flex different characteristics and aspects of your personality. Maybe you're more loosey goosey on social, maybe you are a little bit more dry and direct on email marketing. Maybe you're more brevity on your website. Whatever that looks like, I think you can shift and there could be different shades that you showcase. But the through line, you should have a really consistent cohesive personality in every arena.  
Randy: Yeah I like. Anna, what do you often see? Convince & Convert obviously helps a lot of different brands with different channels. I like the way you just phrased that Allie, this idea, what medium are you on. Do you experiment sometimes on different channels and bring in a group like Obedient maybe to find a channel strategy?  
Anna: I definitely would love to. I'm loving this conversation especially just background and voice and tone and branding and agree that the through line I love that explanation. Because if you do it on occasion it feels random, it doesn't feel really genuine, it's just odd. Or you take the chance of failing spectacularly. There have been so many instances of poor brands trying to do something hilarious and it just belly flops and the whole world gets to pick it apart in public.  
Lyndsay: Because you haven't earned it. If people don't really understand you or don't know you or don't feel endeared to you in some way, you haven't earned the right to play or do something drastic and dramatically different than what they're maybe accustomed to. I think that that's why consistency is so important. But yeah, we have clients where we'll have a very distinct personality across most of their channels. And then we might go harder in the paint on social. Really be able to try something new and dip our toe in the water and do something a little bit more outrageous or edgy or unexpected or whatever that looks like for them.  
That's really fun because that's when we get to really play and test things out so that we can start to shift with the brand in different directions.  
Allie: I feel like it's like the most obvious example, but if you look exactly like Wendy's. Their brand commercials are super like, “We're farm fresh and we're amazing and you're going to love us and we're corporation.” But then their social is savage. But if they were to just do that on occasion, they would just be jerks. But because they're consistently savage it's funny.  
Anna: Exactly. I liked your point earlier about just randomly deciding to be funny. I feel like that's a mistake brands make on social media and you can just always tell when they just randomly are panicking and they're just going to repost a meme, or they're trying to make something that is in the zeitgeist right now fit what they're saying out of the blue.  
A thing we say often is like it's not humor for humor sake or funny for funny sake, it has to be tied to a deeper strategy. I feel like it's easy to see who's just winging or throwing something that they think is pop culture onto a caption and you're like, this doesn't really drive your message forward. This doesn't sound like you. You're just like, okay. Am I right?  
Randy: Yeah, I think we can all envision those brands. What I want to do though, I want to dig into a couple of brands, where you have done some work. Where they really built it into the strategies as you said. We're going to do that after the break. But just to leave everyone on a cliffhanger, we're going to talk about two brands. One that is fertility-based and then one is nuts-based, but both have nothing to do with this topic we're talking about. We'll be right back here on the Conex Podcast.  
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Anna: Hey, everybody welcome back to the Content Experience Show Podcast. We are here with Allie and Lyndsay. Before the break, Randy went ahead and gave you that nice little click baity outro about… we're going to talk about two clients, fertility and nuts. I'm actually, instead of going to try to explain that going to hand it over to Allie and Lyndsay to have them tell you what that means.  
Lyndsay: You might be thinking they're the same client, but they're actually not. We have such a wide range of folks that we work with. These are two of our favorite recent client projects that we just undertook. I guess I'll talk about the fertility one.  
Allie: Yeah. I think it's just proof that we have a lot of potential clients say things like, there's nothing funny about my industry, there's nothing funny about my products. I can't use fun and humor. These are really good examples. Fertility is not something you think of like oh, this is going to be a joy ride, and then we'll get to them-  
Anna: Typically, people associate infertility with devastation and struggles. I'm really curious how you brought some levity to that situation.  
Lyndsay: Yeah, and I think that's the part that was really fun for us is to say how do you bring lightness to something without making light of it? We're such proponents of that almost any industry can be talked about or can be marketed, using fun and humor. It's just doing it with respect and doing it with understanding the intended goal to the audience and never losing sight of that as you're developing different campaigns and aspects of the brand.  
Our client, they came to us and she was developing this concept from the ground up. We really got to be a part of it right from its inception. It was fertility consulting. That was a big piece of it is that how do we honor the needs of the audience knowing that a lot of times people are engaging in the world of fertility and they're scared and they're uncomfortable, and this is maybe attached to a bit of shame and just not something that people really want to talk about in public.  
Anyway, we got involved and we named her business which is Conceive. We said, well, how do we shape this brand in a way that people are going to really react and respond and engage with it? Do you want to-  
Allie: Yeah, I think something that happened with Conceive that was so nice is the audience segment is for people who, what does she say, who are thinking about thinking about having a baby? They probably haven't really experienced infertility yet. That audience was a little easier to target in this way. But Conceive, she just really wanted to speak, she wanted to take the barrier down and be approachable and have language that wasn't so confusing and intimidating. Humor just has worked really well.  
It also has allowed us to make ... On social, there's a lot of sexual innuendo. So, that ties the nut-  
Lyndsay: To the second gear.  
Allie: It's something we'll talk about. But the response has been really great. I think there was just a sigh of relief from a lot of her new clients that have been like, oh, I can talk about this and figure this out in a way that doesn't make it feel like something I want to put off or be ashamed of. She also wanted to bring men's health into the spotlight, because it's something that's not talked about a lot, but it's 50% of the equation, you scream health and all of those things. We were able to do that in a really fun way.  
I think the tone we took with her, it was very empathetic, but also very direct and authority driven. Because it allowed her to maintain her expertise and elicit confidence from her audience. But also there was such empathy woven within that we're making these playful jokes and having fun with the brand. People still feel very endeared to her, very connected. They respect her, they like her, they trust her, they feel like they know her. And they're like, "Oh, she gets me." He's talking to me like a human or he's talking about this thing that I've been uncomfortable to talk about in a way that I can relate to.  
That was just really cool to be able to see that develop.  
Lyndsay: For example, her business cards on the front just say, let's make a baby. I feel like it often says put your eggs in our basket. One of my one of my favorite lines, I think it's the about page that says, Okay, ladies, now let's get in gestation.  
Anna: That is a Beyoncé reference.  
Lyndsay: Yeah. It was really fun.  
Anna: That's awesome. I love tackling tough, awkward topics with humor because it just gets everybody to relax and just be more, I guess receptive to messages as well. It just makes things easier.  
Lyndsay: Right. It really does stand out because very few people are talking about it in that way. Then that accomplishes ... You're doing good by making people feel better, but also doing good for your business by standing out in that way. It has a nice win win.  
Allie: It's fun. We always say that humor is very humanizing. You're able to have conversations that you can't usually otherwise have. Because humor it takes the barrier down, it can be a bit disarming in a good way. It can bring comfort and reliability, and it is, it's just fresh and different than when other people are seeing it. It just opens up a whole different type of relationship between a person and a brand when they're interacting. It just feels much more human.  
Randy: I like this one a lot. I think as you said it's attacking it from an unexpected angle and making it comfortable by addressing the uncomfortableness of the conversation. The other one that has to do with nuts and everyone's like, okay, where does the nut come into the fertility process? But that's a whole other talk. This other one that has to do with nuts, like almond milk. Everyone's like, ah, okay, got it.  
That's another one where I would say it's less of a raw approach that I saw on this brand, which I think, am I pronouncing it right, Joy? Or Joi? I went for the “Targé” of it. Maybe you can walk me through because that's one that's probably a much more competitive environment where it's less of an emotional purchase, but you're trying to pull some emotion into the purchase.  
Allie: So, JOI's product is an almond nut base, then you combine with water to make almond milk at home. It's already a product that people aren't familiar with. That was one challenge. But the big value prop for them was that we dug out for them was that this almond milk is better than what you buy and better than what you make, because what you buy in the store has a lot of unnecessary ingredients and chemicals and things. And what you make at home, when you make almond milk at home, you throw out the pulp, which is one of the most beneficial parts of the almond.  
We had to find a way to say that in a fun, interesting, compelling way. Their new homepage that I don't think is up quite yet says this might sound nuts but you've never had almond milk before. We're trying to do this thing of you've never received the right benefits from it and you've never tasted it as its intended with its purity.  
Anyway, we did a lot of other fun stuff with them, but that was how are we going to get someone's attention while also educating them on what this is. And then there's a bunch of really ridiculous things peppered in throughout. But that was the core.  
Randy: What I like about both of these examples pulled together is you're really establishing in ways what this brand stands for. Which, we talked about at the beginning. It's really hard just to throw in humor, if that's not part of the brand identity. I'm wondering if you can share how your work continues on usually in some of these brands? Because both of you what I love are coming from startups in some cases, or copywriter roles. You know how important it is to have brand guidelines and persona identification in ways that we chat with our audience on a day in day out basis. How do you set up these brands to continue to succeed in your opinion?  
Lyndsay: Yeah. When we're working with any brand, we have a very robust process that we start with. We are building out their core positioning, and then we're building out their personality and their persona, the voice, their tone, all of that. And then from there, we're layering on what we consider the proof. Which is any asset that you see out in the wild. It could be their social channels, it could be their website, it could be billboards, it could be the messaging on their products.  
What we're trying to do along that way, is we're trying to really build out something that they can fully relate to and understand. Because we're not necessarily going to be involved in every single aspect of their branding moving forward, even though we'd like to be. We understand that fun and humor can't always be taught.  
They might not be able to do exactly what we do. What we do is we try to give them a broad understanding of the emotions that we're trying to elicit and what we're trying to evoke in their audience and some specific guidelines around that so that if they do need to take certain components and run with it, they can be pretty much in alignment with what we're doing and building.  
It can be a bit tricky because we stay on a bit for as a retainer to monitor some of the things that they're doing that maybe we are involved in. We're keeping an eye on their social channels, and if they're using AF, and they shouldn't be or like, “oh, that's cool AF,” we're like, "Oh God, we don't say that as a brand." Or if they're watering down jokes, or they're shifting and changing things. We try to monitor it for a little bit just to give them guidance and feedback.  
We do build out an entire robust delivery guide that we hope can provide some education to them along the way. But with all that said, I think what has made us good at what we do is that not anyone can do it. I think it's really hard to creating it is very different than teaching someone else to do it on our behalf. We can take people so far, but we generally can't train people to be obedient employees. We try to get them set up and give them the guidelines, but it's we want them to succeed. Do we want them to succeed without us? On a lot of levels, but a lot of these clients end up being recurring because they're like, oh, we have this new campaign, or they have this new product, can we do this again?  
Anna: My hat's off to you because I genuinely, same thing, I was a copywriter background, and I think humor, especially for brands is one of the absolute trickiest things to do, and to do it well and tactfully and on brand and on strategy and in alignment with your audiences. Seriously, my hats off to you both for doing that. Especially providing both the strategy and the branding and even the support after.  
For those out there listening who would like to get in contact with you so that they can start to properly incorporate humor into their brand, where can they go to find you?  
Lyndsay: We are at obedientagency.com or anywhere on the internet Obedient Agency.  
Anna: This is awesome. I seriously could talk to you both all day. But now that we've gotten to get to know the professional side of you both, it's time to get to know the personal side of you too. We have some fun questions coming up. We've had a lot of fun on this podcast. So let's continue to have more. Everybody stick around and we are going to be right back with some fun questions for Allie and Lyndsay.  
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Randy: All right, Allie and Lyndsay, we are back here. Final part. Hopefully people were laughing for the first 25 minutes or so here. We talked all about comedy today, we talked about keeping things light. I thought to get to know you, we'd look to some of your inspirations. I'm curious for each of you, who is a comedian that you adore? The one that if you could go see them do stand-up or watch one of their sitcoms or whatever it is, that's your type of humor, for inspiration?  
Allie: This is Allie by the way. The person I love the most ... I do follow a lot of different comedians and I tend to like a lot of different styles, but I love Conan O'Brien more than it is even healthy for a stranger to love another stranger. I think he is self-deprecating, but then he is incredibly savage. But yet he is so clever and witty. I've never seen a mind as quick as his. He builds out these scenarios and stories and world and just makes up these wild crazy things. He is just so thoroughly entertaining. I also think I just such a kind, good person. I just enjoy who he is at his core and then just the amazing comedy he's put out into the world.  
Oh God, I would leave my husband for him in a-  
Randy: That's all right. Most of my wives hall passes are SNL. I understand it. All right Lyndsay, over to you.  
Lyndsay: Oh man, favorites are so difficult especially when it's your whole arena.  
Randy: I have to do the same with my kids sometimes. You have to choose sometimes.  
Lyndsay: One of the more recent, someone I've been enjoying is Hannibal Buress. I just feel like he has such a very interesting, dry delivery. I love John Mulaney.  
Randy: Guys, John Mulaney was going to be mine.  
Lyndsay: Really?  
Randy: I swear. I even Googled it so I could reference the right bit that I love that he does a juke box. You know that one?  
Lyndsay: We both love him, so you think he's great.  
Allie: What's your favorite bit of his?  
Randy: With the jukebox where he plays the same song over and over. That's amazing.  
Lyndsay: Allie would like that. Allie loves pranks and things like that, that causes me deep anxiety. His story of just doing it over and over again. I'm like, they're going to be so mad at you.  
Randy: If people don't know what we're talking about after you're done listening to this podcast and three more podcasts that we do, then you can go to YouTube or wherever and search John Mulaney. I think it's like jukebox ... I don't want to ruin what song it is, just type jukebox John Mulaney on YouTube and you'll find it. Anna, I've got to ask you, who's your go to comedian?  
Anna: Patton Oswalt, he, every single time will make me do the high pitched, no audible laugh almost. Where it's like you're crying and you're laughing so hard, there's no sound coming out.  
Randy: Nice.  
Allie: I was listening to Conan interview Patton Oswalt on the way here to talk with you guys.  
Anna: Yeah, that's right. He was actually just on recently.  
Allie: Yeah, they're lovely together. Our boys are so-  
Randy: Allie, your husband must be very concerned about anyone with red hair.  
Lyndsay: I was going to say that a good John Mulaney one, one of my favorites is when he talks about how when he was in college and he was at a party he was really drunk and someone said, "Hey, is that alcohol or a bottle of perfume?" He slammed the whole thing and he looks at everyone and goes, "It was perfume." You just got to hear him. He was such a maniac when he was younger, those old stories because of how straight-laced he presents himself now with a suit and tie, a riot coming from him.  
Allie: He did a cameo at the end of Pete Holmes' show on HBO where he portrayed himself as a total jerk. I think that was a really ... He played himself as though John Mulaney behind the scenes was an actual a-hole and you could tell he was having a lot of fun with that.  
Lyndsay: That's a good one.  
Randy: That's so awesome. Well, thank you both. Thanks for making us laugh a bit and helping remind us that bringing humor into marketing can actually drive to, I think more connections with our audience and that's what a lot of us as marketers have to create at the end of the day.  
Randy: I hope everyone will take a look at Obedient Agency. Find a need to rely on them. As you heard it from Lyndsay, once you do, they pretty much lock you in to come back for more. They don't teach you how to be funny, they teach you how to-  
Lyndsay: That's the real strategy.  
Randy: Absolutely. Well played. It sounds like a great growth strategy. Until next time, on behalf of Anna Hrach, I'm Randy Frisch, this has been the Content Experience Podcast. You can get it on Spotify on Google Play on Stitcher or iTunes. Wherever you enjoy it, and you can definitely leave us some feedback. Until next time, thanks so much for tuning in.
 
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