Funny is good. But smart and funny is so much better.
How many times have you seen a commercial, laughed out loud, gone to work the next day and talked about it with a bunch of colleagues and no one can recall who the client was? Some of those spots even win awards, although the trophy should rightfully be a donkey. Because we are not paid to be entertainers. We are paid to be persuaders. And you can only hope to persuade people if they remember who you are.