B2B Marketers Should Know That Corporate Gags Can Get Real


If you thought that linking brain damage and football was just a jive at jocks, you wouldn’t be the first. (Bonus if you were the kind they’d stuff in a locker.)

But what you may not know is that this little gag could actually be true. If this shocks you, you have now just learned what it feels like when the gags and tropes of fiction become all too real.

B2B marketers need to understand this in light of the humor and inside jokes coming out of the work place. You have plenty of corporate, work-place jabs that make for funny content but what happens when it belies something that’s actually pretty serious?

Take bosses for instance. People at work make up different stereotypes of their higher-ups all the time. (Just look at Mashable.) And yet, what if these stereotypes actually echo something that could need som serious tackling?

Luckily for you, this can actually cement your position as a quality provider to other businesses. After all, sometimes a good anesthetic for a serious problem is to laugh about it. Once the laughing dies down though, it’s time to operate:

  • Step 1: Understand why the humor is relevant – People laugh at something they can relate to. That’s the appeal of an inside joke. And since relevant content is the new marketing standard, you might as well understand further why something like corporate stereotype actually persists.
  • Step 2: Research on what’s already been done about it – This isn’t just about getting ahead of your competition to provide a solution. In fact, you’ll more likely consult your competition if a problem is far more serious than either of you can handle.
  • Step 3: Remember that it’s still not the end of the world – You also should be careful about being serious about a problem and being too serious. Too serious makes it impossible to even joke about a topic and that makes for more stressful conversations with prospects (who may already be depressed enough as it is).

People make the mistake to question the ethics of corporate gags. What they don’t realize is that the gags are just indicators of the real problem. True or not, it’s a good thing they’re there because it’s better to joke about it than keep it buried like some dark corporate secret. (There, now THAT’s a cliché that needs to die.)