What Is Your Punch Line?
From TEDx Talks
Why Great Marketing Is More About Giving Than Getting
Recently, my co-author Joanne O’Connell (Book: Intentional Marketing) emailed me a question that stopped me mid-scroll:
“What is the punch line for a marketer?”
She sent me a link to a TEDx talk by comedian Michael Jr. called More Than Funny.
Twenty minutes later, I realized: this is one of the best marketing lessons I’ve heard in years; and it came from a stand-up comic.
Setup vs. Punch Line (And Why Most Businesses Miss the Second Part)
Michael explains that every joke has two parts:
Setup: the things you’ve been given.
Punch line: what you're called to deliver.
Then he says something that should make every small business owner pause:
“You can’t keep adding setup without delivering the punch line.”
And he’s right.
Most businesses spend all their time improving their setup:
New logo, new website, new tech, new tagline, new system, new “We really mean it this time” marketing plan.
But customers don’t buy your setup.
They buy your punch line.
They buy the moment when you give them something that matters.
From Taker to Giver
Michael explains that he used to walk on stage trying to get something: laughs, approval, energy. He was a taker.
Then he shifted:
“What if I stopped trying to get laughs and started trying to give people an opportunity for revelation, fulfillment, and joy?”
That mindset changed everything.
And honestly?
Most marketing still feels like the “taker” version.
“Buy now!”
“Sign up!”
“Limited time only!”
“Act fast!”
“Please for the love of all that is holy, click this button!”
When marketing is all about what the business wants to get, it falls flat.
When it focuses on what it can give, people lean in.
Your Setup Includes Everything: Even the Hard Stuff
Michael makes another important point:
“Your setbacks are part of your setup.”
Every challenge you’ve faced, every late-night scramble, every “learning opportunity” (a polite way of saying mistake) has shaped your ability to help others.
Your setup is what you’ve received.
Your punch line is what you give.
So… What’s the Punch Line for a Marketer?
Joanne suggested:
Speak to one person, not everyone.
Speak to their want, not your features.
Speak to their problem.
Show how you strengthen them.
In other words:
Your punch line is the transformation you deliver.
It’s the moment your audience says, “Ah. That’s exactly what I need.”
Not because you demanded attention, but because you gave clarity, relief, or hope.
Punch Line Examples (Short, Simple, and All About Giving)
Setup: “We sell tools.”
Punch line: “We help you fix things and feel better.”
Setup: “We offer lessons.”
Punch line: “We help you learn and be better.”
Setup: “We provide support.”
Punch line: “We help you reduce stress and sleep better.”
Notice the pattern?
Each one is a gift.
Find Your Punch Line and Deliver
Michael ends his talk with:
“Find your punch line and deliver.”
That’s good comedy.
And it’s great marketing.
So here’s your mini-assignment for the week:
Write down your setup. This is your story, skills, tools, and experience.
Then write down your punch line. This is the outcome you give someone that truly helps them.
If your marketing feels off, unclear, or flat, it’s usually because you’re adding more setup instead of delivering the punch line.
Your setup is about you.
Your punch line is about them.
And people respond to the punch line.
So… what’s your punch line?