How to Sell an Unusual Service
Kimberly L. McCall, Copyright 2004

Since I’m 97% cynic (the remainder is hair and handbags), when I hear the word “joyologist” I think of the Saturday Night Live character Helen (“I love it!”) Madden, played with heel-kicking glee by Molly Shannon. Shannon’s joyologist was a bizarre creature, an overly tactile woman with an unnerving zeal for life. Given my view of the profession, when joyologist and life coach KC Christensen-Lang, owner of Cape Neddick-based Happiness Is got in touch with me, I had to know more. Is she for real? What are the requirements to call oneself a joyologist? What does she do when she encounters an incredulous audience?

Christensen-Lang offers personal and business coaching, and humor, laughter and stress reduction programs. She’s worked with clients such as Goodall Hospital, Curves fitness centers, hotels, restaurants and school districts. She’s a good sport, and cheerfully answered all my skeptical questions, plus explained how she markets such unique business services.

Marketing Angel: So, you’re a joyologist. Ever feel sheepish using that title?

Christensen-Lang: Not at all! I love it and it’s absolutely accurate. I make a living sharing, encouraging and promoting joy. The entire focus of my business is helping people tap into their own inner joy, eliminate stress and laugh more. [I] assist companies to create a more joyful workplace, because we all know happier employees are more productive ones.

When I explain I’m a joyologist, it’s a great conversation-starter. People love it, it attracts a lot of attention, it’s fun, [it] breaks the ice. They remember me, introduce me to their associates and, most importantly, laugh.

What kind of training is required to become a joyologist?

An admitted class clown, I have had a life-long passion for promoting humor, making people laugh and helping them find joy in their lives. Throughout my varied career, I have encouraged humor in the workplace and brightened people’s spirit[s]. I have studied the industry and conducted my own research on humor therapy for more than 20 years and now educate people on the benefits of therapeutic laughter. I received intensive training from the psychologist who brought the Laugher Club concept [a group activity centered on laughter and light exercise] to America and am now a Certified Laughter Leader through the [Ohio-based] World Laughter Tour.

What are you doing to market your services?

Getting myself out in public and meeting people is vital for the services I offer. Relationship building and networking with different groups and the members at the [Portsmouth, N.H.] Chamber of Commerce have been important in the growth of my business. I bought a booth at the Portsmouth Chamber Expo, which attracted a lot of attention and contacts. I offer complimentary coaching sessions to individuals so they can experience the power and benefits of coaching before making the investment.

My public speaking engagements and laughter demos are an entertaining and memorable way to spread the word and have been fantastic for marketing my services, making contacts and getting referrals.

Because what I do is unique and fun, I’ve been blessed with a lot of positive media coverage and PR. The power of the press has really assisted my work and contact base. I often donate a month of coaching to charitable groups or nonprofit special events. I have a website. I write for newspapers and magazines.

If you developed a marketing credo, what would it be?

Have a passion for what you are doing, and nurture relationships with prospective and current customers. I call it “friendraising,” and we all know word-of-mouth is the best marketing.

What’s been the most effective marketing tool you’ve used?

My enthusiasm for what I do and how it can benefit folks in such a positive way. Enthusiasm is contagious.

Ever end up in a room full of grumps who refuse to laugh?

I sure have, and I realized I couldn’t take it personally. I had to keep my perspective and my own sense of humor and chug right along. After all, they had invited me to assist them in this very issue — helping them to lighten up and laugh. Laughter is great at breaking the ice and reducing tension. Often by the end of the session the most uptight ones are laughing the hardest.

There are folks who have lost their sense of humor for various reasons, or are too stressed to laugh anymore, and that’s what I’m there for. Laughter releases feel-good endorphins and is often contagious. Even faking a smile can release positive chemicals within one’s body until the person feels better.

Kimberly L. McCall ("Marketing Angel") is president of McCall Media & Marketing, Inc., a business communications and writing company in Maine. She's the author of Sell it, Baby! Marketing Angel's 37 Down-to-Earth & Practical How-To's on Marketing, Branding & Sales. Sign up for the free Marketing Angel newsletter at www.MarketingAngel.com.