Philosopher H. Bergson discovered three mechanisms that make humans laugh.
Here’s how to use them for marketing.
1. Inverted World
To come up with “Inverted World” ideas, I ask myself:
- What are the social norms regarding my product and the way people use it?
- Can I turn it right around?
- Reverse roles? Positions? (e.g., human vs. animal, man vs. machine)
2. The Unaware Person
Ask:
- What problem or danger might the product’s BENEFIT cause?
- Under what circumstances will you need the product most?
3. Word Play
Ask:
- What idioms, lyrics, or quotations does this product bring to mind? Can you twist them?
- What other words sound like the product or its features? Can you develop wordplay around them?
- What if I spell it wrong, or backwards?
- Are there any double meanings hiding in the product’s description?
