Stop Trying to Be Funny: Beth Sherman on What Actually Gets Audiences to Listen

Beth Sherman is a multi-Emmy Award-winning comedy writer who spent 30 years writing for Letterman, Jay Leno, Ellen DeGeneres, and multiple major awards shows, including the Oscars. She now works as a keynote speaker and executive presentation coach, helping leaders and professional speakers build rapid rapport using the same principles comedians use to convert a room full of strangers.

In this episode, John and Beth explore what professional speakers can actually learn from standup comedy — not the jokes, but the craft underneath them. Beth shares her BETH framework and challenges the assumption that being funny has anything to do with telling jokes.

What you'll take away:

• Why trying to be funny is one of the worst things a speaker can do — and what to do instead
• The BETH framework: Brevity, Elephant in the room, Truth, Humanity
• Why specificity and truth are the real engines of humour and connection
• The difference between self-deprecation and self-awareness on stage
• What comedians know about building trust with a sceptical audience that most business communicators don't
• Why silence on stage felt like failure to Beth — and how she's working through it
• What a "callback" is and why it's the most underused tool in a speaker's closing

Visit bethsherman.com or connect with Beth on LinkedIn: https://www.linkedin.com/in/beth-sherman/

CHAPTERS

00:00 Meet Beth Sherman

02:20 Comedy Roots and Writer Room

05:38 Standup Lessons and Testing

07:30 Humour Influences and Favourites

12:24 Stagecraft Rapid Rapport

13:46 Bombing and Hecklers

19:09 From TV Writing to Speaking

23:36 Building a Speaking Business

26:27 Positioning Humour as Rapport

27:39 Trust Through Humour

29:15 Standup And Speaking

31:51 Keynote Challenges

35:57 Stop Trying To Be Funny

38:36 BETH Framework

39:24 Brevity Wins

40:42 Elephant In The Room

42:56 Truth And Self Awareness

45:55 Specific Details

47:59 Humanity Over Jokes

49:03 Working With Beth

53:06 Quick Rapport Tip

54:46 Wrap Up And Takeaways

Frequently Asked Questions

Do professional speakers need to be funny to be successful?

According to Emmy Award-winning comedy writer and keynote speaker Beth Sherman, no. The goal is not to be funny — it is to be human. Trying to be funny often comes across as inauthentic and can undermine credibility, particularly for women and speakers from minority backgrounds. What engages audiences is vulnerability, relatability, and genuine connection. Laughter is a by-product of that, not the target.

What is the BETH framework for speakers?

The BETH framework was developed by Beth Sherman and stands for Brevity, Elephant in the room, Truth, and Humanity. It is a four-principle approach derived from professional comedy writing and stand-up that helps speakers and leaders build rapid rapport with any audience. Brevity means using fewer words for more impact. Elephant in the room means acknowledging what your audience is already noticing. Truth means that specificity and honesty are inherently engaging. Humanity means being relatable and vulnerable rather than polished and performative.

How can speakers use humour without telling jokes?

Beth Sherman teaches that truth is funny — comedians do not invent absurdity, they observe and report it. The most effective way for speakers to add humour to a talk is through specificity and self-awareness rather than constructed jokes. Sharing the particular details of a real experience — what was in the room, what was said, what you did when you got in the car — creates universal relatability because audiences recognise the truth in it. This approach works regardless of whether the speaker considers themselves funny.

What is rapid rapport, and why does it matter for speakers and leaders?

Rapid rapport is the ability to build trust and connection with a new or sceptical audience quickly. Beth Sherman argues that until an audience trusts you, nothing else you say matters — not your data, your story, or your framework. Comedians develop this skill by necessity: they must win over strangers, often in hostile conditions, within minutes. The same principles apply in leadership communication, sales, and keynote speaking. Beth's keynote and masterclass work translates these principles for business audiences.

What is the difference between self-deprecation and self-awareness for speakers?

Self-deprecation means putting yourself down for the purpose of getting a laugh. Self-awareness means acknowledging what your audience is already noticing about you or the situation. Beth Sherman advises speakers to favour self-awareness over self-deprecation, particularly if they belong to a group that may already face unconscious bias from their audience. Self-deprecation can undermine credibility; self-awareness builds connection and trust.

How do you open a talk and win an audience over quickly?

Beth Sherman's primary recommendation is to smile and look like you want to be there. Beyond that, acknowledge the elephant in the room early — whatever your audience might be thinking or distracted by. If you open with tension or a dramatic hook, relieve it quickly. The goal is connection, not perfection, and audiences respond to speakers who appear present and genuinely engaged with the room.

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For speaking enquiries or to connect with me, you can email john@presentinfluence.com or find me on LinkedIn

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