Viral Marketing 101

Lessons from a Professional Clown Superb Fodder for eNewsletters

Public relations professionals know two things:
1) Great stories have a great news hook
2) Capitalize on the client's "influencers"
When we learned that our client, TRAINERS Warehouse was headed by a clown, we loved it! Not only is Susan Landay an exceptionally smart, marketing savvy CEO of TRAINERS, she is also a professional clown.
Susan recently returned from the 40th reunion of Ringling Bros. & Barnum and Bailey Clown College and realized lessons learned from clowning and the mottos ingrained in her 20 years ago would resonate well with trainers and teachers--her target market.

Susan and CHC teamed up to create Training Circus, one of many insightful enewsletter articles issued by TRAINERS to customers. This one has generated great response from professional trainers (influencers) who have requested permission to reprint the article in their newsletters (electronic and print).

Lessons from a Professional Clown-Turned-Trainer

By Susan Landay, president of Trainers Warehouse and former Ringling Bros. clown

 More than 200 clowns attended the 40th reunion of Ringling Bros. and Barnum & Bailey Clown College recently. I was one of them. Today I am president of Trainers Warehouse ( and am dedicated to developing hundreds of effective, innovative and fun products for trainers and educators across all industries.

   While in the reunion spirit of reflection and reminiscing, I realized that the lessons learned from clowning and the mottos that were ingrained in me 20 years ago when attending Clown College would resonate well for teachers and trainers.

  1. KISS – Keep it Simple Stupid
  2. Make it BIG!
  3. Get in, get the laugh, get out
  4. Relax and let it happen (I was a slightly uptight Yale grad when I started in Clown College)
  5. Laugh at yourself

KISS - Keep it Simple, Stupid

As human beings, we are complex creatures with complex minds. Language allows us to communicate nuanced thoughts and complex theories. This usually works well when we are talking one-on-one with another person. Even so, consider how many times we’ve had miscommunications with a spouse, family member, friend, or colleague. The challenge of clear communication is magnified when we address larger audiences. In fact, the more people involved, the greater chance for misinterpretations. Hence, the clowning motto, “keep it simple.”

   Clowns perform in an arena with audiences of tens of thousands, seated in as many as five balconies. When performing before groups of this size, it’s critical to simplify both the content of our “gags” and our movements in performing them, so that every person in the audience can “get it,” without working too hard to interpret what they see. 

   Teachers and trainers should keep it simple, too, and understand that it’s hard to learn new material. Just like a clown gag, simplicity is important as it relates to both content and the presentation or explanation of it. Cut down the clutter and boil your material down into easily digestible parts. Practice your delivery so that it is concise. Make sure directions are clear and easy to follow.  
Make it BIG!

For clowns, everything we do must be big—again, so that everyone can see it, even those in the highest balcony. Every movement and facial expression is exaggerated. Each clown’s makeup is tailored to the individual’s face, emphasizing the person’s natural facial contours. Good make-up will help the clown broadcast a range of facial expressions, be it a frown or a smile, to large audiences. 

   The “Make it BIG” lesson for trainers is to keep their eye on the big picture and not get muddled in the details of the lesson plan. Stay focused on the goals and purpose of the training and periodically check in with your group to ensure they’re picking up the biggest, most important points. 
   Reinforce your big points with exercises, activities, examples, and simulations that illustrate and emphasize their importance, thus making them memorable. 
  In the spirit of clowning itself, remember, too, that gestures, props, and vocal volume should be scaled to the size of the group. Subtle gestures or quiet asides will be lost on larger audiences.
Get in, get the laugh, get out
In clown vernacular, the motto “get in, get the laugh, get out,” refers to the goal that we keep our gags quick, tight, and funny. The rest is unnecessary…especially given the number of acts awaiting Ring Two (commonly referred to as the center ring.) Don’t waste time meandering without a purpose.
   This stay-on-task lesson is a good one for trainers concerned with the ROI of their training. Every aspect of the training session—each game, icebreaker, and activity—should have a content-related purpose. Help your group appreciate your sense of purpose. Be transparent. Tell them exactly why they are doing an exercise such as a role-play or icebreaker.

  The “get out” aspect of this principle is one I’m least comfortable with as a trainer. Teaching and training are not finite processes with a precise endpoint. Learning requires frequent reminders and follow-ups to ensure success. Still, we must recognize that in each phase of teaching and training, there is a point at which the teacher should “get out” and let the implementation of learning happen. It doesn't mean you'll never be back, only that you are done for now.
Relax and let it happen
My Clown College dean Steve Smith once told me, “I can always see the gears spinning in your head. Just relax. Let it happen.” At the time, we were practicing chair falls. It probably didn’t help that in the early years of my life I studied the precise movements of gymnastics and ballet, and that at Yale I simply studied, studied, studied. But the lesson was important nonetheless.
   Whatever was going on in my mind shouldn’t be the concern of my audience. I needed to make it look natural and effortless.
 As a clown, this meant I needed to be able to “take a hit” or “put a pie in someone’s face,” juggle, walk stilts or fall on my face without having the audience worry that I would get hurt. Since medieval times, performers like clowns and jesters have been tasked with this same challenge: to entertain the royal court and help reduce their stress. The funny antics should take their minds away from everyday worries, not add to them. 

   As teachers and trainers, we need to do the same for our audience of learners. Create a stress- free environment that will enable maximum learning.

   Brain researchers have asserted that one of the biggest destroyers of memory is stress. When we are stressed, our bodies release high levels of cortisol into the bloodstream. Cortisol is known to destroy glucose, our brain’s only food source (T. Konstant, “Teach yourself Speed Reading”).  We can reduce learning stress in several ways:
  • First, trainers must know their material and practice their presentation and facilitation techniques. We should come to sessions prepared. If our group has confidence in us, and our ability to help them learn, they’ll feel more relaxed about the process.
  •  Second, trainers can help individuals relax by using icebreakers to introduce them to fellow students, by playing relaxing music, by integrating humor into workshops, and by putting stress-toys on the tables for learners to fiddle with.
   If we, as trainers, are relaxed, and we help our students to relax, the learning WILL happen. 
Laugh at yourself

As clowns we’re taught to laugh at ourselves, at human weaknesses, and at any kind of difficult situation. Clowns aren’t too worried about embarrassment or helping people save face. To the contrary, if someone spilled soup on their fancy tie, tripped on the way down the aisle to receive an award, or got a really bad haircut, we laughed. We didn’t politely ignore it. We looked for humor in everything, purposely embarrassing ourselves with the goal of getting a laugh.

   As facilitators of learning, we can appreciate the vulnerability that people feel when pushing their comfort levels and trying new things. The truth is, foibles are an important part of learning. So, trainers and teachers must create mindsets and environments that encourage and celebrate students’ efforts.
Here are some ways to set a tone of acceptance: 

   As a clown and as a trainer, my job has been to entertain people and help them grow. Based upon the brain research I’ve read, I believe that entertainment and learning go hand in hand. Individuals are more receptive to learning and better at absorbing new materials when they feel good. So, whenever I train I’ll continue to keep my Clown College mottos in my back pocket, along with my rubber chicken.

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About Susan Landay

Susan Landay is president of TRAINERS WAREHOUSE (, a women-owned business that offers hundreds of effective, innovative and fun products for trainers and educators across all industries. Prior to joining Trainers Warehouse in 1997, Susan was a consultant and trainer in the field of negotiation and business. She is a graduate of Yale University and The Kellogg Graduate School of Management at Northwestern University. Early work experience included being a professional clown for Ringling Bros. and Barnum & Bailey Circus. 

About Trainers Warehouse

Established in 1993, Trainers Warehouse remains a family-operated business that develops exclusive new products and searches the world for the best tools to help trainers and teachers achieve their goals. Popular products that improve retention and make training more engaging include game show templates and buzzers, icebreaker and team-building games, fiddles, presentation software, debriefing tools, tactile memory joggers, and achievement rewards. Trainers Warehouse is based in Natick, Mass. and can be reached at 800-299-3770 or online at 


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