Made to Schtick
Last updated: Jun 20, 2024
I recently read Made to Stick by brothers Chip and Dan Heath. It has a ton of great insights into why some ideas are stickier than others, and how we can take our dumb ideas and make them stickier. Which got me thinking: Is it possible to apply their advice to comedy writing?
I think so.
The authors discuss how the stickiest ideas are generally Simple, Unexpected, Concrete, Credentialed, Emotional, Stories. Or SUCCESs for short. I think the best jokes contain the same principles.
Simple
The best jokes are Simple. The Heaths write that âif weâre to succeed, the first step is this: Be simple. Not simple in the terms of âdumbing downâ or âsound bites.â You donât have to speak in monosyllables to be simple. What we mean by âsimpleâ is finding the core of the idea.â
The same principle applies to comedy. If an audience is thinking, theyâre not laughing. Often when I write new material, my first instinct is to make it clever. Or Iâll try to say too much too quickly. But clever isnât funny. Whenâs the last time a double entendre made you shoot milk out your nose? In general, humor that works in The New Yorker doesnât work on stage.
Unexpected
I once heard a joke defined as âa sentence that ends in a surprise.â For example, Dating is hard, especially when youâre like me, married. The word married is Unexpected; itâs what makes the whole line funny. If you can see a joke coming a mile a way, itâs not funny. Dating is hard, especially when youâre unattractive doesnât have the same zing to it.
Concrete
Good stories, the authors write, are also Concrete. They often involve real, tangible examples. When Nordstrom wanted to tell their employees that Nordstrom was all about customer service, they didnât just say, âListen up, weâre all about customer service.â Customer service isnât concrete. It might mean different things to different people. Instead, they told stories with concrete examples. They told their employees stories about employees like the one associate, who, during a particularly bad blizzard, warmed up a customerâs car while they finished shopping. Thatâs concrete. Thatâs customer service.
Comedy can benefit from being concrete too. Thereâs an old idea that says you should write jokes a caveman would understand. A caveman wouldnât know what âegalitarianismâ isâI donât even know what it isâbut chances are heâd know what a girlfriend is. Or a mom or dad. He wouldnât know customer service, but heâd know about snow and cold.
Credentialed
The Credentialed part may not sound applicable to comedy, but Iâd argue it is. Itâs important for the audience to believe that whatever youâre saying could have conceivably happened to you. Or could conceivably happen. If the audience is too busy trying to figure out if what youâre saying is even real, theyâre not going to be laughing. For example, itâs unlikely that I would be dating given that Iâm married, but it technically is possible, so the audience isnât wondering how it could realistically work. But if I started saying âDating is hard, because Iâm an alien,â that changes things. Now theyâre thinking âwhat the hell is this guy talking about?â The joke doesnât need to be credentialed, necessarily, just believable.
Emotion
Emotion isnât absolutely necessary for a good bit, but I think a lot of the good ones have them. I think the more emotional stakes a bit has, the funnier it is, the richer it is. A friend of mine had a bit about hopping in a cab in Puerto Rico, asking the driver to take him where all the locals, and ending up back in the Bronx. The last time I heard the bit heâd changed it. Now the bit starts with him and his wife arguing about where to go on vacation. She wants to go to Miami; he wants to go Cuba and âputs his foot down.â So they go to Cuba, hop in a cab, ask to go where the locals go, and they wind up in Miami. Same joke, just emotionally richer. Now itâs a storyâwhich weâll get to nextâabout him versus his wife. He raises the stakes by putting his foot down, which makes him out to be an asshole, and creates tension in their marriage (and, more importantly, in the bit). They go where he wants to go, but, lo and behold, they end up where she wanted to go all along.
Stories
Not absolutely necessary, but I think helpful, is the storification of a bit. Humans are hardwired to think of their environment and communities in terms of stories, which make them a powerful way to convey information. Thereâs a reason most of the Bible is comprised of stories, and why Jesus spoke in parables. Morals are suuuuuper boring to learn, but hide them in a story and we are riveted.
Same with a good bit. I can say Dating is hard, especially when youâre married. Or I can start with that and continue with a story about my wife and my date night and the trials and tribulations of planning it, getting there, ordering food, and then consummating it at the end of the night, with sleep.
Anyway, thatâs my two cents on applying Made to Stick' to comedy.