Funny gets you booked
What speakers can learn from comedy writers
This week having Emmy Award-winning comedy writer Beth Sherman as a guest was a bit of a treat. Beth’s written for Ellen, the Oscars, and some of the biggest names in comedy, but these days, she works with speakers, CEOs, and business leaders helping them use humour to connect with their audiences.
This missive isn’t about turning you into a stand-up comic. It’s about what we can all learn from how comedians think and work. Here are some highlights from our chat.
- Humour is not the goal - it’s the gateway
Beth says “Humour is a seasoning, not the main ingredient.”
Your audience doesn’t need you to be funny every second. But a touch of well-placed humour helps them relax, pay attention, and remember your message. It’s not about telling jokes, it’s about telling the truth in a way that feels honest, relatable, and maybe a bit unexpected. That’s what gets the laugh, and more importantly, connection.
- The best humour comes from self-awareness
One of Beth’s favourite tips is about acknowledging the elephant in the room.
Whether it’s your accent, your height, your background, or your obvious jetlag, if you sense your audience is distracted by it, name it. It’s not about self-deprecation (which can sometimes damage credibility), it’s about showing that you’re aware, grounded, and human. And yes, it helps you win their attention back.
- Laughter is instant feedback
Speakers crave feedback, Beth reminded me that laughter gives you that feedback in real time.
You know when a story works. You know when they’re with you. And you can use that energy to keep going. It’s one of the most reliable cues we have on stage.
- Not every audience will laugh
Beth’s line on British audiences was brilliant: “British audiences love humour. They just hate laughing.”
If you’re delivering to an international or more reserved audience, don’t panic if the laughs are lighter. Some people smile on the inside. As long as they’re listening, you’re doing fine.
- Content first, comedy second
Beth’s advice for building a keynote is spot on, structure your message first. Once you know the point you want to make, you can look for opportunities to add lightness or humour.
Trying to be funny without a strong message is like putting icing on a plate and calling it dessert.
- Don’t try to be someone you’re not
Beth’s journey into speaking was shaped by advice she got after an early talk that didn’t go to plan (yes, I was there). She tried to be more ‘speaker-y’ and less ‘Beth’, and it didn’t work.
The advice she got (which I fully stand by): “Be yourself. Play to your strengths. If your background is in comedy, don’t hide it.”
And the same applies to you. Whether your strength is storytelling, analysis, energy, or vulnerability, lean in. That’s what makes you different.
- Connection first, then content
People rarely remember everything you say. But they do remember how you made them feel.
That’s the power of a well-timed laugh, a shared truth, a moment of lightness. It builds trust. It makes you likeable. And once you have that, your content will be more powerful.
If you’re not sure how to add humour to your keynote, or you want to feel more confident with it, Beth runs something called a ‘punch-up session’ which I’ve done and highly recommend. It’s actually good fun, and you’ll walk away with stronger lines, more laughs, and less stress.
Want to listen to our full conversation? You’ll find it on the Speaking Business Podcast https://speakingbusiness.libsyn.com/. Look for the episode with Beth Sherman, she’s the one who’s been in the Oscars green room with Julia Roberts and still decided to hang out with the likes of us.
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