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Attract Better Clients and Customers with the ‘Chuckle Point’ Tec…

"Using humor the right way helps you achieve what you wanted all along." – Stefanie Flaxman

If you know you don’t want to produce unicorn vomit (and I applaud you for that), you may have decided that your content will be “professional.”

I was extremely preoccupied with “professional” when I started creating content 10 years ago. It was out of the question for me to reveal anything about my non-work personality.

But I had the wrong idea of what “professional” is …

Communicating your knowledge in an authoritative way — where you strictly relay information — isn’t necessarily attractive or memorable.

And when your marketing isn’t memorable, you spin your wheels rather than grow your business.

My “professional” content wasn’t doing jack to get me good writing and editing clients.

Prospective clients and customers need to know more about you than your expertise because there are lots of other people in your niche who offer comparable advice.

Your content is an opportunity to demonstrate why your approach is the best fit for your target audience.

So today I’m going to expand the common perception of “professional” to help you convert better clients and customers.

And I’ll wrap up with an editing exercise you can use on the next draft you write.

What’s love got to do with it?

Five years ago, I wrote a book about heartbreak, and then more or less lost interest in the subject after I got all my ideas out in pixels.

But every once in a while, I check out other people who talk about the subject.

And when it comes to YouTube content, I usually regret that decision.

You know those seven-minute videos that feel like an hour? Just boring stuff.

A consequence of clicking on those videos is that YouTube starts suggesting similar content on your home page — in this case, a lot of dating and relationship advice. Mind you, I’m never logged in when I open YouTube on my phone, but it gets you anyway.

That’s how Matthew Hussey’s videos consistently started popping up in my YouTube app.

I didn’t click on them for months.

I wasn’t going to get tricked into watching another guy tell me I need to smile more. (I smile a lot!)

However, during a chilly post-work evening this past December right before the holidays, I had a moment of weakness.

A damn good headline caught my eye under one of Matthew’s videos with a huge number of views, and the length was less than five minutes. Considering it could possibly be high value for a low investment of time, I watched it.

Well, shit. It was really good. I even found myself chuckling at one point, which drove me to click on his bio:

“Matthew Hussey is the world’s leading dating advice expert for women. He has coached millions of women around the world to help them get the love lives of their dreams.

He’s a New York Times bestselling author of ‘Get The Guy,’ the relationship columnist for Cosmopolitan magazine, and the resident love expert on The Today Show.”

He brought his business to the United States from England years ago, so I realize I’m late to the Matthew Hussey Party.

I’ve now binge-watched so many of his videos, I don’t remember the first one I viewed, but I’m referring to that experience as the Chuckle Point.

What is the Chuckle Point?

The term is a play on the Bliss Point, a concept from the food industry, which Matthew uses when he discusses attraction.

This is a bit of Content Marketing Inception, but stay with me. 🙂

Matthew defines the Bliss Point as “the optimal level of salty and sweet in a food that keeps you wanting more of that food.”

The Chuckle Point is the optimal level of humor in your content that makes a prospect warm up to your message.

While you previously looked like every other product or service provider in your niche, from the Point of Chuckle, your offer starts to be viewed as a viable solution to your audience member’s needs.

"If you are both killer and poet, you get rich." – David Ogilvy

The killer and the poet in action

Other heartbreak, dating, and relationship advice videos that I’ve watched contained attempts at humor, but they all felt forced or trite. I hadn’t genuinely chuckled before.

That small, but authentic, chuckle persuaded me to check out more of Matthew’s videos. He also gives a fair amount of “smiling” advice, but all of the sudden, tips I’ve heard countless times have more meaning.

That’s the power of the right presentation.

I was pleasantly surprised to discover the passion for effective communication that drives his business. It’s more than just surface-level dating and relationship advice — succinctly summed up in one of his taglines, “Don’t just get a love life. Love life.”

So now I view smiling in a whole new context that I would have never learned about if the Chuckle Point hadn’t warmed me up to Matthew’s message.

Each of his videos has a clear purpose and call to action, typically tailored to the video’s topic. They’re business-savvy and enjoyable. That’s what professional is.

I’d say he’s both killer and poet.

But don’t take my word for it. The proof is in the Yorkshire pudding.

Matthew has more than one million YouTube subscribers, offers a variety of digital products on his website, and hosts five-day, in-person retreats for a hefty price tag.

Most importantly, he provides value at all levels, whether they’re free or paid.

For example, he invested in a Back-to-the-Future-style DeLorean for a video last year. Viewers get transported to his imaginative world at no cost to them.