Humor Hacks: Making Your Audience Laugh (and Remember)

Humor is a powerful tool in the copywriter's arsenal. It engages, entertains, and, crucially, makes your message memorable. In the crowded landscape of digital content, standing out is paramount, and a well-placed joke or witty remark can do just that. This edition of our newsletter delves into the art and science of using humor in copywriting, backed by data and expert insights.

Why Humor Works in Copywriting

Humor isn't just about making people laugh; it's about creating a connection. When you make someone laugh, you trigger a positive emotional response, which can lead to higher engagement and better retention of your message. According to a study by the Journal of Consumer Research, humorous content is 20% more likely to be remembered than non-humorous content. Furthermore, the use of humor in advertising can increase brand recognition by 30%.

The Psychology Behind Humor

Understanding the psychology of humor can help copywriters use it more effectively. Humor often hinges on surprise and incongruity—presenting something unexpected that defies conventional expectations. This surprise element activates the brain's reward center, releasing dopamine and creating a pleasurable experience for the reader.

Types of Humor in Copywriting

1. Wordplay and Puns: These involve clever use of language and can add a light-hearted tone to your content. For example, a headline like "Don’t Leaf Me Hanging – Discover the Best Fall Fashions!" uses a pun to catch the reader's attention.

2. Hyperbole: Exaggeration can be funny when it highlights the absurdity of a situation. For instance, "Our coffee is so strong, it could bench press your morning!" gives a humorous twist to the idea of strong coffee.

3. Relatable Humor: This involves situations or observations that resonate with the audience's experiences. For example, a copy for a productivity app might read, "Remember when you were productive? Neither do we. Let’s fix that."

4. Self-Deprecating Humor: Showing that you can laugh at yourself can make your brand more relatable and likable. A classic example is Mailchimp’s tagline: “Send better email. Sell more stuff.” The humor is subtle but effective.

Statistics on Humor in Marketing

To understand the effectiveness of humor in marketing, let's look at some statistics:

• Engagement: A study by HubSpot found that humorous content on social media receives 34% more engagement than non-humorous content.
• Virality: According to a report by Outbrain, content with humorous elements is 20% more likely to go viral.
• Brand Recall: Nielsen's Consumer Neuroscience division found that ads with humor are 40% more memorable than those without.
• Customer Loyalty: Research from the Journal of Marketing showed that brands using humor in their communications enjoy a 16% higher loyalty rate among customers.

How to Integrate Humor in Your Copy

Know Your Audience

Humor is subjective, and what one person finds hilarious, another might find offensive or confusing. Understanding your audience's preferences, cultural background, and sensibilities is crucial. For example, a B2B tech company's audience might appreciate clever, tech-related puns, while a lifestyle brand might benefit from light-hearted, everyday humor.

Be Authentic

Forced humor can come off as insincere and may backfire. Authenticity in humor builds trust. If a joke doesn't feel natural or aligned with your brand voice, it's better to leave it out. Authentic humor aligns with your brand's personality and values.

Balance Humor with Value

While humor can engage, it's essential not to sacrifice the informative or persuasive aspects of your copy. Ensure that your message remains clear and that the humor enhances rather than distracts from the core content. For example, Dollar Shave Club’s viral video used humor to deliver a clear value proposition: high-quality razors delivered to your door for a low price.

Use Humor to Humanize Your Brand

Humor can make brands appear more approachable and human. This is particularly effective in industries that are traditionally seen as dry or serious. For instance, Zendesk, a customer service software company, uses humor to make their product more relatable, with taglines like, "Because customer service is a drama. We make it a little less so."

Case Studies

Old Spice

Old Spice transformed its brand image with the "The Man Your Man Could Smell Like" campaign. The humorous ads, featuring the charismatic and over-the-top Isaiah Mustafa, were a hit. The campaign resulted in a 125% increase in sales within six months and a significant boost in brand recognition.

Slack

Slack's marketing strategy incorporates humor to make their product more relatable and engaging. Their "So Yeah, We Tried Slack…" video humorously addresses common workplace frustrations, positioning Slack as the solution. The video contributed to a substantial increase in user adoption and engagement.

Geico

Geico’s "Hump Day" commercial, featuring a camel walking through an office asking, "Guess what day it is?" became a viral sensation. The humor resonated with viewers, leading to increased brand awareness and a memorable connection to the company's core message of saving money on insurance.

Expert Insights

David Ogilvy, often called the father of advertising, said, "The best ideas come as jokes. Make your thinking as funny as possible." Humor can disarm, engage, and persuade, making your message more impactful.

Ann Handley, Chief Content Officer at MarketingProfs, emphasizes the importance of relevance in humor. "Funny isn’t enough. It needs to be relevant and tied to your brand’s message. Otherwise, it’s just noise."

Crafting Your Own Humor-Infused Copy

Start with a Strong Hook

A strong, humorous hook can draw readers in. For example, "Is your website so slow that even a tortoise with a jetpack can outrun it? Let’s speed things up."

Use Analogies and Metaphors

Analogies and metaphors can simplify complex ideas and add a humorous twist. For example, "Writing without a content plan is like setting off on a road trip without a map – you might have fun, but you'll probably get lost."

Incorporate Visual Humor

Images, GIFs, and videos can complement your written humor. A well-placed meme or a humorous infographic can enhance your message and make your content more shareable.

Test and Iterate

Like all aspects of marketing, testing is crucial. A/B test different humorous elements in your copy to see what resonates best with your audience. Analyze engagement metrics, feedback, and conversion rates to refine your approach.

Conclusion

Incorporating humor into your copywriting is not just about making people laugh; it's about creating memorable, engaging, and persuasive content. By understanding your audience, being authentic, balancing humor with value, and continuously testing and refining your approach, you can harness the power of humor to boost your copywriting effectiveness.

Remember, humor in copywriting is a skill that can be developed with practice and creativity. So, don't be afraid to experiment and have fun with it. After all, a laugh could be just what your audience needs to remember your message and take action.

Start experimenting with humor in your copywriting today! Share your experiences and favorite humor-infused campaigns in the comments. Let's create a community where we can learn from each other and elevate our copywriting game together.

By leveraging the insights and strategies discussed in this newsletter, you can make your audience laugh—and remember. Humor, when used effectively, can transform your copy from ordinary to extraordinary, making it a powerful tool in your copywriting arsenal.