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The problem
Our client, an accounting firm, needed to win new clients. As we explored the psychology behind how companies shop for bookkeeping and accounting solutions, we discovered that bookkeeping is viewed as a commodity service with high switching costs. In other words, prospects were unlikely to change from their current solution because they saw their solution, and our client's solution as interchangeable, and because switching providers would involve time and cost investments.
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Our solution
Without competing on price and jeopardizing the premium brand our client had developed over the years, we had to find another way for our client to stand out in the market. We needed a way to catch the attention of decision-makers, keep their attention once we had it, and encourage them to take positive action, like booking a meeting with our client. To do this, we employed humor, which lowered people's guards and endeared them to our client's brand, making them noticeably more likely to book meetings. The booking rate increased 500% using humor.
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