Metrowest Daily News

Laughing right to the bank

Book promotes humor as a profitable business practice

By Bob Tremblay

FRAMINGHAM - Humor sells in the entertainment industry. Why can't it sell in every industry?

That's the question Rick Segel and Darren LaCroix ask - and answer - in their debut book, "Laugh & Get Rich: How to Profit from Humor in Any Business."

Geared to managers, entrepreneurs and people who simply want to enjoy their jobs more, the book includes examples of companies that have used humor to make investors smile. It also offers principles and strategies that nearly every company can adopt to try to follow in their jaunty footsteps.

"The book tells you how to differentiate yourself and build relationships," says LaCroix, a telesales representative at Bose Corp. who is also a corporate comedian, a nationally know keynote speaker and founder of The Humor Institute, where he teaches speakers, trainers and sales people how to be funnier.

According to the authors, humor can play a major role in separating a company from the competition and creating an environment where employees and customers feel comfortable. And the price is right. "Humor is the most underrated and overlooked value-added service you can provide… and (it) costs you nothing," says Jim Laffey, chief executive officer of Color for Real Estate, in the book.

For people who doubt whether a lighthearted approach to business can translate into a hefty profit margin, the authors point to Jordan's Furniture as a prime example. The company has grown from 15 employees to more than 1,000 in 25 years, while its comical commercials have made owners Barry and Eliot Tatelman New England media stars. Its stores include amusement park-type rides, with profits going to nonprofit organizations.

At the encouragement of his children, Segel recently went on the ride, even though he doesn't like its roller-coaster-like movement, relates LaCroix. "Rick got physically sick and they wlaked out of the ride and bought a lamp," he said. "That's what it's all about.

"Humor is a necessity in business it's all about relationships," LaCroix continued. "People like humor and they want to do business with people they trust. If you can make me laugh about something, that means you feel I can trust you. … When you humorize, you humanize."

Humor can get attention, too. The book contains an actual safety instruction announcement made by a senior flight attendant on board Southwest Airlines. "If you are traveling with a small child… and the oxygen masks drop down, IF the child has been good, put it on them," the attendant says. "If not, the heck with them." The authors note that the passengers actually listened to the announcement, one that's typically ignored.

"I was always fascinated by people who could be at work and actually enjoy it," said LaCroix. "That's why I loved the interview with Barry (Tateleman). He said, ‘We figure we're going to be here 60 hours per week. Let's make it fun.'

"We realized these companies were really profiting. They're adding and attracting more employees. They're keeping them longer and in many instances they may even be paying them less, but it's a happier environment," he said.

LaCroix stresses there's a difference between humor and jokes, since the latter often involve finding victims and mocking them. You risk offending someone with a joke. Still, you also take a risk with humor, LaCroix concedes. It may fall flat or offend as well.

"But if there's a genuineness in your humor and a caring behind it, people will excuse it," he says. "If you are using humor to poke fun at yourself, how can the customer be upset with you? But there's always going to be that 2 percent who are going to be offended that you tried to make light of something. My own personal philosophy is if they don't get the humor and are coming from a sincere place, maybe you don't want to do business with them anyway."

The book also warns about funsuckers - employees whom the authors describe as folks who can vacuum the mirth out of any situation. "Just don't say funsuckers 10 times fast," quipped LaCroix.

But what if your boss is a funsucker? "Buy them this book," he says with a smile. "Some people are only going to change if they want to change, but if the boss can see reasons that fun will increase productivity, then he be opened to it."

Of course, some companies have an easier time incorporating humor than others. "How do you help the funeral business?" asked LaCroix. I'm still working on that one."

"Laugh & Get Rich" is due to arrive in bookstores in the spring. It's now available in Amazon.com, Barnes & Noble's Web site and LaCroix's Web site - www.humor411.com

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