Yes, you can.
I was on a call with one of my members yesterday and we were talking about this very thing.
(And no, that’s not a poorly disguised upsell. Mostly because my membership is now closed, so I don’t actually have anything to upsell! I only typed that because I’ve always wanted to say, “I was on a call with one of my members…”)
If you’re a therapist, you’re forgiven for thinking that, because you’re dealing with personal, emotional issues, there’s no chance for humour.
But you’d be wrong.
Sure, you might not want to crack out the gags when your patient is having a breakthrough, but there are moments in their customer journey where you can use humour to get them to pay attention and get a sense of what you’re about.
It comes down to a simple rule:
Make your humour GENERAL, not PERSONAL.
It’s OK to call your lead magnet, “In two minds about Schizophrenia?” because the humour is directed at the affliction, not the person.
That’s important, so I’m going to type it again, in bold:
Make the affliction the butt of the joke, not the person.
When you’re creating general content or marketing that’s going to be read by lots of people, it’s OK to use humour.
You can make fun of schizophrenia, but not Jane’s Bennett’s schizophrenia*.
Don’t make it personal.
Let’s face it, if someone has been living with a condition for years, they’ll have created some dark humour about it. If they’ve coped for this long, they’ll have had to!
So remember: when dealing with tricky or emotional subjects, you can use humour.
You need to think “general“, not “personal“.
* I’m desperately hoping that a Jane Bennett with schizophrenia does not read this, though, to be fair, that would highlight the point I’m making.