If you’ve spent any time in radio, you know that a well-placed joke can transform a client meeting from mundane to memorable.
But you’ve probably also witnessed the painful silence after a humour attempt falls flat.
As someone who’s spent decades crafting radio campaigns and pitching to clients, I’ve learned that humour is both powerful and perilous – especially when trying to sell creative concepts to clients or get buy-in from sales reps.
So, when should you use humour in your radio pitches, and how can you do it effectively? Here’s my guide to making humour work for you, not against you, in the high-stakes world of radio advertising.
1. Make It Organic to the Conversation
The most effective humour in client meetings doesn’t sound rehearsed – it arises naturally from the conversation. Share a relevant amusing incident that happened at a remote broadcast, or a light-hearted observation about advertising trends in their industry.
For example, when pitching to a local car dealer, I might casually mention: “You know, the last time we did a remote at a dealership, our morning show host accidentally set off three car alarms trying to find the free donuts. Let’s make sure we position the refreshment table away from the luxury vehicles this time.” It’s relatable, industry-specific, and doesn’t feel like you’re trying too hard.
2. Connect Your Humour to the Campaign Concept
The humour you use should illuminate something about the creative concept you’re pitching. If you’re presenting a humorous spot, you’re in-meeting jokes should align with that tone. If you’re presenting a serious financial services campaign, your humour should be more subtle and professional.
For instance, when pitching a light-hearted campaign for a family entertainment centre: “Our concept plays on the chaos parents experience trying to entertain kids during summer vacation – like that moment when you’re hiding in the pantry eating the last cookie while your kids tear apart the living room. Our spot captures that desperation, then positions your facility as the sanity-saving solution.”
The humour directly relates to the creative approach and helps the client visualize the emotional appeal of the campaign.
3. Tailor Your Humour to Each Client and Rep
Not all clients appreciate the same type of humour, and not all sales reps will be comfortable with your jokes in client meetings. Some demographic research is invaluable here.
For the 65-year-old owner of a luxury car dealership? Self-deprecating humour about your own experiences with premium products might land well.
For the 30-something marketing director at a tech company? Industry-specific humour about digital marketing fails could be perfect.
For the sales manager who’s been in radio for 35 years? An inside joke about how script approval processes have (or haven’t) changed since the days of typewriters might create connection.
The key is to think about who’s in the room and what will resonate with them specifically. I always try to learn something personal about clients before meetings – their hobbies, interests, or background – which helps me gauge what type of humour might connect.
4. Keep It Professional and Inclusive
This should go without saying, but in radio, we sometimes develop a “morning show mentality” that doesn’t translate well to client meetings. Keep your humour:
- Clean and appropriate for a business setting
- Free from political commentary
- Away from sensitive topics (religion, divisive social issues)
- Inclusive and not targeting any group
Remember that your primary goal is to sell your creative concept, not to show off your comedic skills. The client needs to trust that you’ll represent their brand appropriately on air.
I once watched a copywriter torpedo a pitch by making a joke about a competitor’s recent ad campaign failure. What he didn’t know was that the client’s cousin worked for that competitor. The temperature in the room dropped 20 degrees instantly.
5. Read the Room and Adjust Accordingly
The most important skill when using humour in pitches is being able to read the room. If your first light joke gets blank stares, pivot to a more straightforward approach. If the client is laughing and engaged, you might incorporate a bit more humour.
Pay attention to:
- Body language (arms crossed? leaning in?)
- Eye contact (engaged or distracted?)
- Response to initial light humour (smiles? confusion?)
- The client’s own use of humour
I’ve had meetings where I abandoned my planned humorous approach within the first five minutes because I could sense the client wasn’t in a receptive mood. Remember that clients might be coming from difficult meetings, facing pressure from above, or simply having a rough day.
6. Use Humour to Defuse Tension Around Budget Discussions
One area where well-placed humour can be particularly effective is when discussing budgets or pushing back on client requests that aren’t realistic. This is especially useful when working with sales reps who might be promising clients the moon.
When a client asks for a Super Bowl-quality production on a local spot budget, I might say: “We’re absolutely committed to making this sound amazing. Unfortunately, our voice talent gets grumpy when we try to pay them in coffee and compliments. But here’s how we can maximize your budget to get the impact you’re looking for…”
This acknowledges the limitation without creating confrontation, and it positions you as a problem-solver rather than an obstacle.
7. Have Self-Deprecating Humour Ready for When Things Go Wrong
In radio, presentations don’t always go as planned. The spec spot might have technical issues, the meeting room technology might fail, or you might stumble over your words. Having the ability to laugh at yourself can save these moments.
When my computer crashed mid-presentation last year, I recovered with: “Well, I was going to show you our concept for increasing your website traffic, but it appears my laptop is demonstrating what happens when websites don’t load properly. This is exactly the problem we’ll help you solve!”
Self-deprecating humour shows confidence and humanity, which builds trust with clients and sales teammates.
8. Use Humour to Make Your Pitch Memorable
Research shows that humour improves memory retention. In radio, where clients might hear multiple pitches in a week, being memorable is crucial.
I try to incorporate one unique, humorous element in each presentation that ties directly to the client’s business. For a garden centre, I once brought a tiny plant that I referred to throughout the presentation as “the focus group participant who most resembled their target demographic.” It became a running joke, but also a visual anchor for the campaign concept.
Three months later, the client still referred to “that plant from the meeting” when discussing their campaign. That’s the power of appropriate humour – it creates lasting associations with your ideas.
9. Be Cautious with Humour When Working Across Cultural Boundaries
Radio markets can be diverse, and clients might come from various cultural backgrounds. What’s funny in one culture can be confusing or offensive in another.
Before using humour in these situations:
- Research cultural norms and taboos
- Ask a colleague from that background for input
- Start with very mild humour and gauge reaction
- Focus on universal experiences not culturally specific references
When in doubt, err on the side of being more formal initially, then adapt as you build rapport.
10. Remember the Purpose: Selling Your Creative Vision
At the end of the day, clients and sales reps aren’t there for entertainment – they’re there to get results from radio advertising. Your humour should serve the purpose of highlighting your creative concept’s strengths and building relationships.
The best humour in pitch meetings:
- Illustrates a key benefit of the campaign
- Demonstrates your understanding of the client’s business challenges
- Shows how well you know their target audience
- Builds rapport that facilitates honest feedback and collaboration
A client once told me that what he appreciated most about our team was that “you’re fun to work with, but serious about results.” That’s the perfect balance we should all aim for when using humour in radio pitches.
The right touch of humour can transform a radio campaign pitch from forgettable to compelling. It can help nervous clients relax, get hesitant sales reps on board with creative concepts, and differentiate your ideas in a competitive market.
Master the art of appropriate humour, and you’ll find clients not only buying your campaigns but looking forward to your presentations.
