Select Page

I’m a huge stand-up comedy fan…

There are few things in life more fun to me than hanging out in comedy clubs and howlin’ laughing at killer bits delivered to perfection by Pro comics.

As part of my quest to “do scary sh*t” to figure out who the hell I am… and because I genuinely loved the art-form… I decided to try stand-up.

Now here’s the thing about stand-up… Just because your friends think you’re a funny dude doesn’t mean you’re suddenly capable of making a roomful of strangers spit their beers and fall off their chairs in a daze of helpless laughter…

So… instead of just scribbling down a bunch of nonsense (or worse… going up there completely unprepared) and guaranteeing myself a night of bombing in agony…

I signed up for a Stand-up 101 class at the famous Second-City in Toronto – where a working pro (headliner) helps you craft your very own tight 5-7 minutes of material. But that’s not all…

To graduate… you have to take your act on stage in front of a LIVE crowd.

My “oh sh*t I’m gonna die!” meter went up in smoke when I saw this… but hey, that is why I signed up in the first place right?

So…

Within 8 weeks – which contained LOTS of embarrassing bombing during practice, an identity crisis, and the paralyzing anxiety of the looming live show deadline – I had my 7min done…

It was time to put the maniacal rehearsals to work and walk the talk when it mattered.

On the day of the show… I felt a strange energy throughout my body I’ve never felt before. I mean… I was completely buzzing!

I couldn’t believe it… I thought I’d feel like a prisoner of war walking to the head-chopping block in medieval Britain.

Instead… I WANTED to go on stage.

It was this moment where I realized I may just be a total mic/camera whore after all… because many of my classmates were absolutely bugging out… only a couple of us were laughing and raring to go.

I also remember helping some of my classmates out by switching the conversation topics so they loosen up and not think about the crowd outside (It was PACKED… and the aroma of nachos and beer filled the darkness)

It was finally show-time…

I went second.. Right after the opener.

Here’s what I learned under the spotlight and in the beautiful dark confines of a classic comedy club that night and…

     

 How It Can Boost Sales In YOUR Business!

1. Pay attention to your audience

During my act… someone laughed at a line where I didn’t expect them to.

It threw me off…

It never happened in “practice”…

Luckily… I remembered my awesome coach Judy in the heat of the moment who said “wait out the laughter for a bit before you hit em’ with another one”…

I was able to adjust and slow down the pace… to soak-in the unexpected laugh.

The same applies to YOUR business…

Sometimes your prospects will react in unexpected ways…

Your marketing or sales efforts can trigger a different reaction from your prospects than what you anticipated…

This is where you say “OK… didn’t see this one coming. Let me adjust a little bit here”…

Whether it’s tweaking the tone of your sales copy or completely tossing out your current hook for a new one…

You must be adaptable to your prospect’s reaction… after all, it’s about them isn’t it?

2. It’s supposed to be FUN… Not Torture

We tend to forget why we get into business for ourselves in the first place…

Remember the day you decided you were going to be an entrepreneur or a freelancer?

The idea of freedom to live life on your own terms… the control over your schedule… and best of all, no bosses hell bent on destroying your life.

If your business is causing you more stress than satisfaction… it’s a good time to ease-off the gas pedal and take some time to reflect on WHY you’re doing what you’re doing…

Are you still in-line with your initial vision? Or are you going to be the guy or lady with nothing to talk about at a party except how you landed your 116th client or opened your 94th location this month when everyone else just wants to laugh and have a good time?

I think that was the switch which flipped for me on show day…

I thought to myself: “This is supposed to be fun man… why am I torturing myself here with thoughts of impending doom and eternal embarrassment… worst case… I get off stage and I buy everybody a round of Jameson shots… They’ll forget about me quickly”

Remember to enjoy your business and what you’ve accomplished so far… your vibe of gratitude will come off in your marketing efforts and your prospects will see it and appreciate it.

3. No One Cares… Just Make Me Laugh Already

I remember the earlier drafts of my act went on for 35min… rookie mistake.

They were full of stories and premises and characters I wanted to tell the audience about…

My coach sat me down and said “See this? Get rid of all of it…burn it (pointing at 80% of my so-called “masterpiece”) Start here and get right to the point”…

The same principle applies to your business and sales copy….

We all have stories to tell and products to rave about…

However…

Your prospects simply don’t give a crap…

They have a problem… an itch… and they want a fix FAST.

So make sure your copy and your marketing efforts cut out the fat and get to the solution as quickly as possible…

In a comedy show… people paid money to laugh (and drink) so the longer you separate them from what they paid for… the more likely they’ll walk out on you or worse… chuck that beer bottle right at you.

Give your prospects the crystal-clear solution to their problem and why you’re the right person for them early on… no tangents and no clever set-ups. Get right to it and watch them vote for you with their wallets.

As the great Gary Halbert used to say: “Just sell the damn thing already!”

4. Balls = Money… err Laughs

I remember this vividly…

Because I thought of doing this right there on-stage…

It wasn’t scripted… or practiced… I somehow just improvised right there in the thick of things out of the blue…

I closed off with an impersonation of someone frolicking about in a blaze of glory after getting really high then hearing God tell them they’ll go on to do great things in life…

It was a BIG risk doing this… because I had no clue if it would come off or not…

But for some ungodly reason… I decided right there I’m going for it…

And it got major laughs… phew!

The same can be said for your business…

I remember Chris Haddad (Top level Copywriter) saying “Balls = Money”…

When was the last time you tried something a lil’ risky (yet massively rewarding) in your business?

It may just be the ticket to a fatter bank account on your end.

5. Never Blame Your Audience For Any Shortcomings

This was drilled into our heads while honing our acts: “If they don’t laugh… blame no one but yourself then go write something better”

It’s easier for us to blame other people when we don’t deliver…

“Ah.. It’s them… they don’t have a sense of humor”

“This would KILL in another spot”

“They just don’t get it”

The truth is… it’s always us… never them. It’s a tough pill to swallow.

The same principle applies in your business…

If your product isn’t selling the way you like, it’s YOUR copy or YOUR marketing approach which isn’t compelling enough for them to whip out their wallets… it’s never the prospects.

Remember… if they don’t laugh, write a better joke. If they don’t buy, put together a better sales letter.

So…

Have you given up on crafting compelling and sales-closing copy for your products & services?

I hope not…

Let’s Chat And See What We Can Do For You!