And Holy Guacamole! Those joke-writing ninjas saved the One Show from ratings suicide! (At least they did on days when I was in the Producer’s chair).

From then on…

I made it my mission to transform every hum-drum One Show story into an irresistible, attention-grabbing feature by using comedy.

Then, fast forward to 2019, I’d given up the producer’s chair for a trendy standing desk – and was now creating content for brands and businesses on social media.

And when one particular client’s tumbleweed socials was getting no engagement or reach – I started to wonder….

If comedy had the power to spice up almost anything on TV…

…EVEN the jam-making and stamp-collecting crossover episode that we shot at a sewage treatment centre…

…then surely I could sprinkle some humour into this clients’ business posts – and it would immediately send audience engagement through the roof.

But I was wrong – sort of…

You see, some jokes did get a boatload of engagement – more than anything our client had seen before.

But other jokes bombed.

And that’s when I realised something important…

The key to ensuring we crafted content that would not only send engagement through the roof but also build a loyal following of potential customers…

…was to write jokes that produced a deep emotional response – by capturing one of the audience’s strongly held beliefs, and shining a light on it.

These belief-based jokes are magnetic to your ideal audience.

They can’t help but like, comment and share them.

Which is why I call them engagement magnets.

And the best part is – they’re actually the EASIEST type of joke to write.

They’re the kind of joke you make with your friends without even thinking about it.

So once you know the ingredients that go into these jokes, anyone can tap into their audience’s beliefs and whip up a gag on demand.

And it works wonders on social media because once you trigger those emotions with an engagement magnet, you can start a viral loop – let me show you how it works…