Last week, I attended Digital Summit Chicago, where I learned every single thing there is to know about effective digital marketing and content creation. (OK, not really. Or even close. But what I did learn is that there’s always a lot left to learn. Deep.)

The highlight of the conference for me was hearing Scott Dikkers, The Onion’s co-founder and longest-serving editor-in-chief, discuss the benefits of getting outrageous with your marketing. This got me thinking about how effective marketing and comedy really aren’t all that different. Let’s count the ways:

You’re aiming to connect with people on the most fundamental level.

Successful marketing campaigns and laugh-out-loud comedy point out universal truths that are typically left unspoken. From a Reductress article that calls out habits you didn’t even know you had, to a marketing campaign that meets people exactly where they are (however unexpected the medium may be), shared subtleties make the audience feel connected and seen.

Pushing boundaries pays off—within reason.

To be memorable, you’ve got to shoot your shot. Push boundaries and march right up to the line. The secret (and the hardest part) is identifying where that line is, and then not crossing it. It’s like the parking portion of the driving test where you have to pull riiiight up to the chalk. Getting your content closer to “the line” makes you more interesting and memorable; but if you cross it, it’s game over. (We’ve seen the consequences that play out when both comedians and marketers cross that line.) The fear of crossing the line shouldn’t keep you from taking risks with marketing campaigns, but always be smart and keep your audience in mind.

You’ve got to make it look easy. But, of course, it’s never easy.

I remember how, back in the day, I’d see a clever branding or social media campaign and think, “That’s so smart and easy! I could’ve thought of that!” While it might’ve been smart, it definitely wasn’t easy. Developing a relevant, informative and revenue-generating campaign (or a killer joke) will never not be difficult. But both performers and marketers are in the business of making their work appear effortless.

Whether it’s comedy or marketing, at the end of the day, we’re really just trying to make people like us. We want people to relate to, connect with, and gravitate toward our content. In both, we can only get there with honesty, authenticity, and strategy. (More strategy than the audience will ever know.)