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Today, I read this How a Punchline Can Send a Strong Message from Google Primer; I thought it was great and it had a lot of good nuggets. Also awesome this content is in tinder-card format. Was wondering what other techniques you guys use or recommend?

  • PV

    Philippe Vdhd

    over 4 years ago #

    Hi Gary-Yau,

    I've been studying the copywriting greats for a few years now and the vast majority of them would advise to steer clear from trying to be funny in your copy.

    The reasoning would be twofold:

    1) What if you think you are being funny but people don't share that opinion? You're unnecessarily losing people just because you feel like you need to be funny. And trust me, the line is very thin.
    2) Similar to trying to use impressive words or writing in a way that makes people say 'Wow, that's very well written.', it takes away the attention from your message to your (style of) writing. And copy that converts, converts because you are hitting a nerve with person. Not because she thinks, this guy really knows how to write. (Note: this is a good rule to follow not only when you are writing, but also when proofreading someone else's copy.)

    So my advise would be to focus on being clear and resonating with people by talking about the right things.

    Hope that helps,


  • DS

    Danavir Sarria

    over 4 years ago #

    I've been a copywriter for 7 years.

    I agree with Philippe. One of the worst things you can do is "try" to be funny.

    With that said, that doesn't mean you can't end up being funny anyway.

    The real secret to "lightening up" your marketing is by being weird and crazy.

    EVERYONE has weird aspects about their lives and can get crazy from time to time. And "weird" just means passions/stuff you really like or hate. Your POV on stuff and how you explain them to your friends.

    But again, you don't push it.

    What you do instead is practice writing copy in the same tone you would as if you're just being weird with your friends.

  • VS

    varun sharma

    over 4 years ago #

    While I agree with the thought 'you are either funny or aren't', I would like to add my 2 cents to the topic.

    Frankly speaking, I don't use humor in my writing. So, I can't answer the first question. I may but it will come out as a half-baked cake, and everyone will hate it. So, let's move on to 2nd one.

    Q 2- How do I add humor to marketing?
    A 2- When it comes to using humor in marketing, there are two ways of doing it:

    1] Start from funny - When I say start from funny, I mean you have to add the flavor of humor in your brand from the very beginning. I know people & brands that have added it to their identity and people generally love it. My favorite is Erika Napoletano (http://erikanapoletano.com/). She is a branding genius with a full-sleeve tattoo. Her website is loaded with F bombs and outlandish talk that will certainly make a British frown. Brands and entrepreneurs are still in love with her.
    Humor is the cornerstone of her personal brand and she has been consistent with it from the very beginning.

    2) Warm up - I think you haven't been funny all this while in your marketing but something told you it can work. My suggestion would be to start small. Maybe become part of a silly hashtag conversation on Twitter. See if you get a couple of Likes or not. Or add a small dose of sarcasm in your next blog post. See if someone notices it.
    Yesterday was 29th and Imgur community was on an upvoting spree, sending silly user submitted content on the frontpage that rarely makes out otherwise. I think that was a great opportunity for brands to indulge in marketing using humor.

    On another note, I also agree with @danavir, @anujadhiya and @philippe_vdhd_gmail_com (great username, mate) that funny shouldn't be forced. Does your audience view you as someone that will crack a joke? In short, you need to answer serious branding questions before hopping on the humor train.

  • AA

    Anuj Adhiya

    over 4 years ago #

    The question I'd ask is do you really need to be funny?
    What signal have you gotten from your audience that you need to go down that route?

    And as @danavir said - you can't really fake being funny - you either are or you aren't - and that will come across in your writing.

    I think the question hidden under the one you asked is: How can you become more interesting to your audience?

  • DD

    Deandre Durr

    over 4 years ago #

    The best way to learn copywriting, is copying word for word what someone has written.

    Lately I've been watching comedians, then trying to write down the verbal jokes as if they were written instead of spoken.

    It's a little difficult, but helps to setting up your calls to action.