No laugh tracks, please

One of the most well-crafted, thoughtful network television programs of the past several years was a comedy/drama called Sports Night that aired on ABC.

The premise was a simple one; the show followed the anchors, producers, directors and crew of an ESPN-like network through the struggles involved in preparing and airing an in-depth nightly sports report (like ESPN’s Sports Center). Most in the large cast were virtually unknown; Robert Guillame was, in fact, the show’s only “star” with much of a Hollywood résumé. And Sports Night never really went anywhere; the only continuing story line (except for working Guillame’s stroke into the mix) was whether or not the “network” would be sold to a conglomerate. (It was.)

What made the show work was smart writing, delivered by talented actors and actresses, who really got us to care about the characters they were playing. It was the kind of show that thrives on cable, but that rarely finds an audience on network television. ABC’s patience ran out in season number two, and the show was given the heave-ho. (Its creator, Aaron Sorkin, toyed with the idea of taking it to HBO, but nothing materialized.)

Last year, Comedy Central – straying from its normal fare of The Man Show, South Park and Battle Bots – returned the original episodes of Sports Night to television for one more run. Problem was, they must have thought the show was too high concept for their audience, so they inserted a laugh track. In doing so, they took a show that made you think, and turned it into a show that told you what to think and when to think it.

Comedy Central does not have a corner on the market when it comes to talking down to an audience. Oftentimes, business communications materials – brochures, newsletters, web sites, etc. – cross the line that separates being clear from being condescending. Granted, it isn’t always easy to see that line, but you’ll have a better chance of staying on the right side of it if you...

• Focus on the facts. Common sense? Not always. Sometimes, in our haste to get across our “key messages,” we forget how effective a simple, clear presentation of just the facts can be. Gather up your facts, organize them in the way that best tells your story, and you may have all you need right there.
• Keep your descriptions tidy. In communications (as in life), the more you talk, the more chances you have to get into trouble. If you need to explain a fact, work hard to keep your words to the minimum necessary. Doing so shows that you respect your audience’s time and intellect.
• Use their language. Remember your audience and speak to them in words they will understand. If it’s not possible to avoid technical jargon, follow it with an analogy that explains the point more clearly. But, be careful not to overdo it, or to create a comparison that’s there simply to show off your ability to turn a phrase. (“Our engine has so much torque, it can lift 150 elephants and a Volkswagen filled with their favorite peanuts!”)

The message? Unless you’re trying to reach children, treat your audience like living, breathing and, most of all, thinking adults.

If you do it right, they’ll know when to laugh.