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Can I Make My Boring B2B SaaS Profitable Using Humour

Now, I’m not saying I’m a comedian, or that I’m a funny guy. And I’m not saying that ALL marketing in the B2B SaaS world is dull. Although, a lot of it is and it lacks humour.

I want to add humour to my marketing to make it entertaining for people to consume. To make it memorable. And to make it fun to create and promote for myself, if nothing else.

Is it OK, to call my B2B SaaS startup boring?

What if it is? What if it isn’t?

Who cares!

Anyway, I want to stand out. To get the most out of the limited resources that I’ve got available. And yes, to use a dirty word, I want to go “viral”.

My SaaS service is in the MarTech space, which is in the Business-to-Business arena, and I find the B2B space very stuffy and corporate if I’m honest.

Now, I’ve not researched how competitors are marketing their services. Although I believe one is using TikTok videos to show their “company culture” and what the day-to-day in that business looks like.

Who gives a shit!

Marketing 101, no one cares about you. They care about themselves and how you can help them. How can you solve their headaches and improve something in either their health, wealth or relationships?

What Is My SaaS Startup? Why Is It Boring?

I’m not sure if you’re asking yourself this.

Or if you’re even bothered.

“What is the SaaS startup then, if it’s so boring?”

My business is called Elementary Analytics, and at its core, it’s a marketing analytics and metrics data collation tool. With the ability to create workspaces and dashboards. Produce reports and get insights on how campaigns are performing.

I’ve found that by launching and running my businesses for years, I’ve become a data geek.

I love it.

Reviewing the numbers for my websites. Seeing your traffic stats increase week on week, day on day. It’s amazing.

But I’m weird.

I started building the SaaS to solve my headache. But it’s snowballed into something that marketers and agencies can use.

The problem is that coming up with and running marketing campaigns is a creative endeavour. The data and tracking performance side is a million miles away from the creative part.

I’ve said this a lot, but modern marketing is 70% art (creative) and 30% science (logic). Coming up with different ways to market something and then reviewing to see if it’s working or not.

It’s the dull side of marketing, the bit people don’t like to do. This is the area that my SaaS sits in.

Can I Add Humour to Market My SaaS?

That’s the million-dollar question.

People love to laugh. Laughter is the best medicine, so they say.

So, how do I add humour to marketing my SaaS service? which I’ve named Elementary Analytics.

Now, I’ve name-dropped here.

But the reason I am focusing on the name of my service is to highlight how I’ve thought about adding humour to my marketing.

A few years ago, now. I attend a cohort learning called The Marketing Seminar. On a group call, one of the others asked me if I’m a big Sherlock Holmes fan. I like Sherlock and have watched the TV shows and Movies. I said I wasn’t a massive fan and asked why.

He said that the word “Elementary” jumped out at him and that he instantly thought of Sherlock Holmes saying, “Elementary My Dear Watson”. And that my SaaS was acting like a detective and working out what is going on in the mess, the tangle that is marketing data and analytics.

A lightbulb went off in my head.

I’ve also a fetish for dressing up and green body paint.

Don’t ask!

But it made sense. “Why don’t I dress up as Sherlock Holmes?”

Rushing to Amazon, I found a basic Sherlock Holmes “kit”, and started giggling to myself. I’d not even done anything yet.

“Sherlock Hughes” Is Born

Before you say anything. I’ve not named myself this.

My business partner who does a lot of the marketing for Elementary Analytics has called the character this. Even calls me Sherlock Hughes in the content.

Back in 2022/3, I was trying to promote the fact that Elementary Analytics supports the new GA4 Google Analytics platform.

I wanted to get ahead of the game and get the message out before my competitors.

But how could I try and stand out?

This is where the Sherlock outfit came in. I dusted off a smart waistcoat and jacket combo that I had. Dug out the Sherlock kit I bought on Amazon and got recording videos. I also found a Zoom background that looked like an old-school Sherlock Holmes-style office.

Here’s one of the videos that I put out. And still distribute now and again, mainly on LinkedIn.

What do you think?

Finding Inspiration from Different Sources

I can’t take much credit for the next video.

It was the brainchild of my business partner.

He asked me to record a couple of videos, of me, talking to the camera using a portrait layout. We then used these videos to promote our AppSumo launch of Elementary Analytics on their marketplace.

One of the “scripts” he emailed over stuck with me and sparked my own idea.

One of my guilty pleasures, especially at Christmas is to watch the movie Love Actually.

Yes, I know, it’s a “Rom Com” a “Chick Flick”, but I like it.

One of the scenes from the movie has become famous. It has been used as the basis of many memes and other videos over the years. It’s the scene where one of the guys knocks on the door of another character and explains his love for her using these big written cards.

Could I use the same sort of thing and use the script my business partner sent over? Again, putting on my Sherlock outfit?

The great thing about this idea is it’s relatable.

People will link it to a part of a movie that they know well. And even though it’s a video, you don’t need the sound to make it work. Although, I did put some funny “clown” style music over the top to try and add a bit more humour.

Here’s what I came up with.

Do you “actually love” what I’ve recorded?

Highlighting Key Features with Humour

Again, this isn’t my idea.

Years ago, I saw a funny video where a guy was promoting something using a side-by-side “before vs. after” video.

I can’t remember for the life of me what the product was.

But it made me laugh.

So much so that I had this type of video down to record for years and years. But always put off recording it.

I guess I still wasn’t comfortable enough being on camera. As well as scared of the ridicule that I could get from people.

I’m going off on a tangent here.

But I think it’s relevant that we talk about it.

Getting Over The Fear of Being Judged

That getting over how people are going to judge you for putting content out on the internet is hard. For me, it wasn’t the comments I’d get from strangers, but from people I know, friends and those close to me.

Weirdly, the people I thought would judge and criticize me, gave me amazing feedback, commenting on the fact I’m doing all sorts of content and getting in front of the camera. All of it was positive.

So as a side note, don’t let this self-talk get in your way.

I’ve found people will be routing for you.

One of the key features of Elementary Analytics, that can help people, is the one-click reporting service I’ve built into the software.

I’ve chatted with marketing agency owners and found out that this can save hours, and yes, I do mean hours each month for them or their staff.

This made the most sense for the before and after videos.

Showing a person on the left struggling for a full 7-hour workday to create a marketing report. Then a person on the right gets all their reporting done in 20 minutes, then spends the rest of the working day pissing about.

As I’ve said. I spent weeks, months, and years thinking about creating this video, but always put it off.

A Morning’s Work, After Years of Procrastination

One afternoon I decided to finally plan out the before and after video.

I drew a table on a notepad, with the headings “time”, “before” and “after. Scribbling down the script for the video.

Here’s the output from it.

The morning after, I spent around 15 minutes recording the “after” video first to try and get the harder, funny parts of the video done. Next, another 15 minutes of recording the “before” part.

It took a while to stitch the video together as it’s something I’d not done before.

Also managed to add some more fun music to it, as well as a simple animation to show the time that passes in the video to condense the “working day” into a few minutes.

You know what, it took me a morning to get it all done and dusted.

I was a little pissed off that I’d put off recording it for all that time.

Here’s the final edit, and I think you can see the improvements in each video.

What do you think about it? Is it Funny?

Trying To Stand Out Using Humour

They say that marketing is about being top of the mind of a prospect when they are ready to buy.

And this is bloody difficult to do.

One of the routes to do this is to become an “expert” in your field. That is true, and I’m well on my way to becoming an expert.

But that isn’t always enough. Enough that you will be remembered, and enough that you will be able to produce content. Content that works.

This is why I’m trying to add humour to the content I’m creating for Elementary Analytics.

Make Yourself Laugh

First, to make myself laugh and to enjoy myself. If I’m having fun recording and editing videos. It will reduce the friction that’s there, that sometimes prevents us from doing something in the first place.

Second, to make someone else laugh. Hopefully, it will stick in their mind. This could have two benefits as well.

To make you front centre when someone wants to solve a headache they are having. They will relate that problem to that fun piece of content.

Yes, I know, I can’t remember the name of that product from the guy who made me laugh. But you know what? I remember the guy’s name, and, more importantly, I know how to find him online.

Now, the person you made laugh might not need your product or service, ever.

The Best Form of Marketing

But word of mouth is the most powerful form of marketing as well as being the hardest to track, to monitor.

That said, you don’t know who has seen your video, and that you’ve made them laugh regardless of if it’s for them or not. You also don’t know who they are going to tell, or who is watching.

To hammer home my point.

A guy was creating a lot of content and only getting 11 views on that content. However, one of those people was Oprah Winfrey, one of the biggest TV/Talk Show stars ever.

Guess what?

She reached out to him, put him on one of her platforms and changed his life overnight.

Moral of the story? You don’t know what is going to happen.

Get it out there.

Conclusion: Adding Humour To B2B SaaS Marketing

What you’re building might be boring, and that’s OK.

What you’re building could help people, massively, and that’s amazing.

It isn’t always easy to market your SaaS startup, to get things out to the world and get eyeballs on it. It’s getting harder and harder to get the right eyeballs on it too.

When you hear crickets most of the time. It’s hard to keep going and find a way to keep creating, to keep marketing.

And I struggle with that more than most.

What I’ve found is that adding humour to your marketing. To highlight how you can help someone, makes you want to create content. To stick to and develop your marketing plan.

At the end of the day, you want to be “top of mind” when someone decides that they want to solve a problem they’re having, no matter how “boring” it might be.

I’m trying to use humour to do this, to make people laugh, to worm my way into their minds.

So, will adding humour to my marketing work? Well, only time will tell.

At least I’m having fun doing it!

Wait, want more tips & tricks? Yes, please!

Who Is Phil Hughes

I am a coder, content creator & software consultant for start-ups and FTSE 100 companies. I am obsessed with productivity, self-improvement, and building a lifestyle business.
You can work with me to transform your business! Setup a recurring revenue model designed for growth.

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