I just shared this idea in a thread about stand-up comedy on Bruce Wedding’s Copywritingboard.com. I’ve also written about the inherent crossover between comedy and copy for John Carlton’s Rebel Rant, but this is the first time I’ve broken down the “hidden formula” behind joke writing.
Thought you might dig it.
There are many valuable lessons about effective copy in the rhythm and timing of comedy.
There’s also great lessons in the art of joke writing.
Styles vary greatly among comedians… not much similarity in the styles of Bill Cosby and Chris Rock, but they’re both brilliant.
(Personal opinion alert: if you’re too offended by language to see the magic in “art with an edge” then you are suffocating your own potential.)
However, this topic is about much more than rhythm and flow… here’s the REAL value in the comparison: Persuasion.
Not NLP Dr. Spock mind-melding shiznit or PUA nonsense…
… just good ol’ fashioned: premise, set up, punchline.
If you’re searching for the hidden formula in stand-up comedy, there it is. It’s a condensed version of the classic essay format you’ll find in the first paragraph of any decent op/ed piece in your Sunday paper.
It goes like this:
1) Begins with a topic sentence that introduces a general theme.
2) Follows the topic sentence with sentences that narrow the focus of the theme.
3) Narrows the discussion of the topic by identifying an issue or problem.
4) Finishes by making a debatable claim a thesis statement.
Of course, the best comics stretch that theme beyond recognition to create a style all their own.
YouTube some of Carlin’s stuff. He starts out with a premise, makes his case, then “tags” the joke relentlessly until it’s played out.
Then watch Cosby take the same formula and stretch every detail in the opening statement — stopping to meticulously examine micro-scenarios before finally closing it up with a final “statement.”
Same formula, wildly different styles. And the key to success in each case is that moment where you mutter breathlessly between laughs: “It’s so true!”
This is an endless topic. I’d love to know who your favorite comics are, and how they might inspire your marketing.
Speak up and be heard in the comments section.
Kevin
{ 15 comments… read them below or add one }
Favorite comedian… Sam Kinison.
Inspired Marketing: When someone leaves your webpage with out ordering have a Sam Kinison pop up with his voice come on…
“Order My Damn Product! Oh! Ohhhh!!!”
Lol! Just kidding
Bill Jeffels
Haha. Dude, that’s a brilliant idea. I bet that would kill in the right market.
Hey Kevin,
This is really cool. I love George Carlin’s work. That man was as
comedic genius. And I like how you broke everything down. I think
one of the things we could all learn from the comedians is personality.
They all have their own voice and you either love them or hate them. Like Halbert or Bencivenga. Two radically different copywriters using the age old formulas of persuasion.
Good comparison, Courtney. Those guys prove that you can persuade in vastly different styles, even though the methodology remains the same.
Hey Kevin,
My favorite comedian right now is Brian Regan. The first time I saw his “Walked on the Moon” DVD I laughed so hard I sobbed. I literally broke down completely. That doesn’t happen to me much. Then I saw his other two DVDs… And guess what? Yep, complete sobs. I find myself using one liners from him in everyday life conversations. No one knows what I am talking about except those who have heard him… Its like I have my own secret language.
Hi Tom,
You’re a man of wealth and taste.
I’m privileged to call Brian a friend. We worked a handful of gigs together back in the day. It’ll come as no surprise that he’s been just as gut-splitting funny his entire career (over 20 years now).
One of the few guys I’d gladly pay to watch.
Take luck!
Kevin
Hi Kevin,
Interesting post… In terms of stand-up comics I’d have to say my favorites are Chris Rock and Seinfeld. Besides that, two comedians I love that aren’t necessarily stand-up guys are John Candy and (my #1 favorite) Andy Kaufman. Unfortunately they’re both gone but their stuff is both brilliant.
In terms of marketing inspiration…
1. Taking Kaufman, he really knew how to polarize an audience and make people respond emotionally (although in his case people usually ended up hating him!) The book, “Andy Kaufman Revealed!: Best Friend Tells All “, is an awesome read – even just the cover is great
2. Candy just made you smile because he was so likeable (being a likable personality to your audience…) and…
3. Seinfeld and Rock bring out stuff that becomes obvious once they say it and (as you’ve mentioned in your post) get you in agreement with them…
That’s pretty general stuff, in terms of specifics, that’s a good one… I’ll need to think about that one some more!
Cheers,
Dave
Great observations, Dave. I’ll have to pick up Zmuda’s book. I think he is the guy who created the Tony Clifton character, right?
Just finished another great book about stand-up in the 70′s called “I’m Dying Up Here: Fast times and High Times in Stand-Up Comedy’s Golden Era” by William Knoedelseder. Fun read.
Thanks for stopping by.
Kevin
Oh, man… Brian Regan is awesome. I didn’t know about his “Walked on the Moon” DVD… but I own both “Standing Up” and “The Epitome of Hyperbole.”
I think the 30-minute bonus show on “Standing Up” is worth the price of the whole DVD. The pop-tart routine is classic.
There’s just something about Brian’s style. It’s sometimes so outrageous — so over the top — that you have to laugh. And there’s no stand-up comedian who can move his body quite like Brian can move his. Half the humor comes from expression and movement.
Another of my favorites: Jim Gaffigan. “Beyond the Pale” is awesome; so is “King Baby.”
The only thing about comedy I dislike is trying to find truly good comics. So many of them just cuss and swear and rely on the same old easy jokes, usually about sex and relationships. Booorrrring!
Ryan
True, Ryan. There’s a hundred hack version of every guy worth watching.
Hey Kevin,
I’m pretty sure Tony Clifton was created by Kaufman, but Zmuda (Andy’s best friend) also played Clifton. (One weekend, Zmuda played Clifton in Reno as Andy escaped to a nearby brothel to try and sleep with every prostitute there!)
Thanks for the book suggestion – I’ve added it to my list…
Cheers,
Dave
Best story telling comic I’ve ever seen… Billy Connolly. And probably my favorite of all time. Steve Coogan comes a close second.
I always thought if I could figure out what Robin Williams was saying that he might be my favorite. When I’d watch his shows on English TV back in the day, I seriously wondered if there was something up with my hearing. The yanks in MSG were cracking up and me in my He-Man PJ’s can only figure out every fourth word he’s saying. Am I alone in this?
O.k, but if we’re talking marketing, then I get my biggest inspiration from Sasha Baron Cohen. Dude has a scrotum of substantial size. He must to pull off some of his more brazen shennanigans, to quote Kern.
He’s not a traditional stand-up, I know. But he’s unafraid. And as a guy readying his own self-marketing for launch, he’s good inspiration to be numb to what other may think and just stick it to ‘em.
And this gives me an excuse to share my favorite Cohen clip. Not his most outrageous clip… but my favorite… perhaps because his victim portrays such admirable patience and tolerance as Cohen mercilessly beats her over the head…
http://www.youtube.com/watch?v=i_KH28KuZ3I
People laugh when logic is skewed. Skewed logic is a nice side dish in a sales pitch.-LA
hey kevin -
came across you here-not sure if you remember me–Alan from “Boys in the Bathroom”…..played alot of gigs with you at the Chicago Improv and comedy festival……it’s been quite sometime….you should drop me a line if you get a chance man.
Hi Alan,
How could I forget you! Nice to hear from you. BITB were awesome… are you still together? Man, those were good times.
Drop me a line and tell me what you’re up to kevin (at) rogerscopy.com.
Kevin