Humour in your copy? One lump or two?

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15 years ago

About 30% of people actually have no discernible sense
of humor. Maybe they just don't get "wit". I dunno.
I've seen that figure as an estimate. I've also seen
some classic copy that is hilarious. Robert Collier has
a crazy one in his letter book that pulled well. Black
humor in it too.

In any case a lot of people won't get a written joke.
Spending money is pretty serious business so it's usually
best not to use much humor.

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Steven Wagenheim 15 years ago

I personally love humor in copy. It makes me want to read the sales letter
more.

But that's just me.

I think life is too serious as it is.
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- Roy Carter 15 years ago
  
  Originally Posted by Steven Wagenheim
  
  I personally love humor in copy. It makes me want to read the sales letter
  more.
  
  But that's just me.
  
  I think life is too serious as it is.
  
  Totally agree Steven. Life's way too short not to have a laugh now and again. I also believe that a small injection of humor (where appropriate), or a bit of irreverant or light-heartedness in a piece of copy or an email will build rapport with your audience or subscribers.
  
  Just makes you a real person.
  
  Like I say, life's too short not to !
  
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Jonathan Ferraro

15 years ago

Originally Posted by Loren Woirhaye

About 30% of people actually have no discernible sense
of humor. Maybe they just don't get "wit". I dunno.
I've seen that figure as an estimate. I've also seen
some classic copy that is hilarious. Robert Collier has
a crazy one in his letter book that pulled well. Black
humor in it too.

In any case a lot of people won't get a written joke.
Spending money is pretty serious business so it's usually
best not to use much humor.

Really...30%? That seems a bit low, actually. Have you seen most of American television? I would have guessed the high 60s.

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Clark

15 years ago

79.48% of all statistics are made up on the spot.

Originally Posted by Loren Woirhaye

About 30% of people actually have no discernible sense
of humor. Maybe they just don't get "wit". I dunno.
I've seen that figure as an estimate. I've also seen
some classic copy that is hilarious. Robert Collier has
a crazy one in his letter book that pulled well. Black
humor in it too.

In any case a lot of people won't get a written joke.
Spending money is pretty serious business so it's usually
best not to use much humor.

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Kay King

15 years ago

Perhaps the danger isn't humor in posts - but that people answer before they get the joke?

Anyone who has read threads started by Harvey doesn't expect a serious diatribe from him but subtle humor to make his point.

kay

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Peter Bestel

15 years ago

Originally Posted by Kay King

Perhaps the danger isn't humor in posts - but that people answer before they get the joke?

Anyone who has read threads started by Harvey doesn't expect a serious diatribe from him but subtle humor to make his point.

kay

That's my point Kay, some people don't know Harvey and aren't looking for the joke. It's no real biggie on a forum, in fact it adds to the bigger joke, but it illustrates quite nicely how you can get it wrong if your audience either doesn't 'get' you or you're not very good at being humorous!

And please don't misunderstand me, I'm all for humour in sales copy, the more the better as far as I'm concerned, but the copywriter needs to know what they're doing or they might slip on the proverbial banana skin - hence the note of caution.

Peter

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ebooks4u 15 years ago

I don't have a problem with humour. I often get business emails with some humour in them, and never complained about them to the authors. Just don't overdo. People can take it ;-)
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- Dan C. Rinnert 15 years ago
  
  I'm on who know how many lists, but the ones that most frequently get read are the ones that are known to have some humor in them. There are a number of things that I know are going to be professional and straight to the point, or, in other words, boring. It's easy to put those off and end up never reading them at all. But, ones that you know have some entertainment value, I typically read those right away, unless I'm really busy or something.
  
  I wonder if anyone has tested the use of humor over the long-term with regard to retaining customers. I mean, maybe humorous copy doesn't convert as well on a per message basis, but if it gains ground and makes up for it over the long-term, wouldn't that be of greater importance?
  
  But, what is more important than humor per se is injecting personality into your copy. Whether or not that includes humor is less important than the fact that it stands out from the crowd.
  
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- Paul Myers 15 years ago
  
  I use a lot of humor. I try to make sure it's not accidentally offensive, but I don't worry about it beyond that.
  
  Humor in sales copy is trickier. You have the advantage of knowing your intended audience, which makes it easier to pull off the joke. On the flip side, you want to make sure the humor reinforces your point, rather than distracting from it. You also want it to be the kind that creates rapport.
  
  Tricky. Very effective if you pull it off, but tricky. So much so that most copywriters won't even attempt it for an audience that isn't already familiar with the seller of the product.
  
  Paul
  
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  ebooks4u 15 years ago
  
  Well, Paul is one of the guys that can brighten up my day ;-)
  
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  Elmer Hurlstone 15 years ago
  
  I used to attempt to use humor in sales copy, forum posts and, most difficult of all, Twitter updates.
  
  After remembering my sense of humor-"humour" for those of you who are dialectically challenged-had been surgically removed some time back I issued a C&D to myself.
  
  Ergo, I therefore pledge to no longer attempt to brighten your collective days with wry observations, mild sarcasm or occasional irony.
  
  In order that we no longer go "over-the-heads" of the humour-challenged I suggest we all "take the pledge."
  
  Particularly Messrs. Bechtel, Taylor, Myers, Avis and Riley. Additionally, once he learns to read or has this post read to him Mr. Sutton should also comply.
  
  Despite the various "statistics" bandied about this thread regarding the humorless they, for the most part, actually think they have great senses of humour.
  
  I suggest you'll be hard put to find a person that will actually admit-save myself-to NOT having a sense of humor.
  
  Those that most indignantly claim "a great sense of humor" are often the most deprived. This is true in at least 73.027% of all cases studied.
  
  Humourlessly yours,
  
  Elmer Hurlstone
  
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  Peter Bestel 15 years ago
  
  Elmer,
  
  I've never known you to be anything but humourless, so no change there. You remain, together with that Taylor bloke down the road from me, the stalwarts of curmudgeonliness and for this, I thank you. For without your total lack of humour and sourpuss ways we would have nothing to contrast the sparkling wit of... of... erm... VegasVince (Yeah, he'll do)
  
  Yours disagreeably
  
  Peter
  
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Alice Seba

15 years ago

Originally Posted by Kay King

Perhaps the danger isn't humor in posts - but that people answer before they get the joke?

Anyone who has read threads started by Harvey doesn't expect a serious diatribe from him but subtle humor to make his point.

kay

I love to read his posts just to see how people react (now that I'm in the know...LOL). Harvey's humor definitely reaches his intended audience and people not getting the joke is actually part of the humor.

So I agree with you Kay, just wanted to add because the OP's concern was some of the audience will miss the humor. I don't think that's necessarily the "danger", but the humor itself. :-)

Alice

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Loren Woirhaye

15 years ago

I think it's been spit-tested by direct mail guys like
Herschell Gordon Lewis. People don't respond to
funny ads much. A lot of the classic funny TV ads
were bombs as far as sales.

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Steve Mount

15 years ago

Originally Posted by Peter Bestel

I've just been reminded how potentially 'dangerous' it is to use humour in your
copy or indeed forum post. There's a post that uses it quite subtly and it's
amazing how many folk just didn't get it. Getting your point across using the
written word can be challenging at the best of times and if you then inject
humour, particularly irony or sarcasm, you've really increased the chances of
being misunderstood.

Unless you know your audience well and they know you, I think it best to use
humour with caution.

Peter

HAHA! Good one Peter

Oh wait... were you being serious? :confused:

I'm confused!

:p:p:p <== sarcasm faces

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Paul Myers 15 years ago

Dirk ---> Thanks. Glad to hear that it survives the trans-Atlantic trip intact.

Elmer ---> Phffftthhhhtht!
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- graphicsgenie 15 years ago
  
  I'm all for humour in copy and indeed forum posts, in fact i've been known to use it in my own stuff.
  
  I do see how sometimes it can be a problem with different cultures though.
  
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Sandor Verebi 15 years ago

Good thread Peter, as usual.

I'm not an expert on this, so I can say my opinion only. If you apply humour in your articles and copy, you have to put it in that kind of form that the peoples understand it. It is good if it stands out from your message, that way you can avoid misunderstandings.

It isn't easy to reach this even inside a given language area, back yet then, when the author and the reader come from a different culture. And as we know the Internet is international. So be careful when someone applies the humour in business.

Thank you and have a nice day,

Sandor
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John Taylor

15 years ago

This is a test of the Warrior Forum Emergency Broadcast System.

If this had been an actual emergency, do you really think Admin would stick around to tell you?

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Michael Oksa

15 years ago

It's not the 30% of people that have no sense of humor, it's the 60% that think they do.

For a sales letter, you could maybe use humor to make fun of yourself. Explain how hopeless you were, and how whatever you're selling fixed it.

I have written many, many, many humorous comments on the WF, but I get the impression most of them go over people's heads. Like Harvey, much of my humor is dry, so I know there's always a risk that some (most) won't get it. It doesn't stop me though.

Humor serves a purpose, but like any other language tool you have to know how best to use it.

All the best,
Michael

p.s. Not to get too far off topic, but why didn't the vikings use submarines?

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Paul Myers 15 years ago

why didn't the vikings use submarines?

Because Lake Superior freezes in the winter.
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- Martin Luxton 15 years ago
  
  I've tried humour in two fields where there are a lot of serious people: rock music and IM.
  
  I think it works best with people who are comfortable with themselves. Those who are striving too hard to 'make it' often seem to see it as a useless distraction. They fail to see how humour can make very serious points in a non-threatening way. Having said that, it can easily backfire. Just look at the recent 'Obama' cartoon.
  
  One of my favourite T-shirt jokes.
  
  "To be is to do" Socrates
  
  "To do is to be" Jean-Paul Sartre
  
  "Do be do be do be do" Frank Sinatra
  
  Martin
  
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Harvey Segal 15 years ago

why didn't the vikings use submarines?

Couldn't affiord them ?
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Myles Sinclair 15 years ago

Originally Posted by Michael Oksa

It's not the 30% of people that have no sense of humor, it's the 60% that think they do.

And the remaining 10% probably get to laugh last and longest!

Myles
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GB2008 15 years ago

Speaking as a Brit who's just spent 5 years in Texas - humor does NOT travel well!! I was working in an MLM team over there, pretty closely, but just as I thought I knew my audience I would make the FUNNIEST comment - only to spend the next 30 minutes explaining myself...

Having said that - I do prefer reading funny copy - but I think you have to follow the "if in doubt, leave it out" philosophy for landing pages, advertising, etc. Blogs are different, because regular readers will get to know you...
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Steven Fullman 15 years ago

Originally Posted by Michael Oksa

For a sales letter, you could maybe use humor to make fun of yourself. Explain how hopeless you were, and how whatever you're selling fixed it.

Michael,

AS PER YOUR INSTRUCTIONS...

...I explained how hopeless you are.

Still no sales.

I'm beginning to think "conspiracy".

Harumph...
Steve
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Diana Lane

15 years ago

Given the level of misunderstandings that can arise even from 'straight' copy, on balance I think it could well be a bad idea to use humour. I can't shut myself up though, and will often use it anyway.

I like double entendres a lot (I suspect this may be a British thing!), because you can amuse one lot of people yet still have that kind of stuff go over the heads of the more easily offended/baffled. If those people read anything other than the straight copy that's actually in front of them then they only have themselves to blame for having such warped minds

The important thing is that both parties are being led to the same place (e.g. the 'BUY' button).

However, I'm well aware that I have an over-developed tendency to see the ridiculous in almost everything, so usually I'll edit like fury afterwards and take much of that kind of stuff out. I'm no great shakes as a copywriter, but leaving it there as I go along does seem to help with the creative process and at least gets it done. I sometimes suspect that the 'bloopers' common to live sports commentators are there for the same reason - they just don't have the luxury of editing them out afterwards

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Michael Oksa 15 years ago

Why didin't the vikings use submarines?

Originally Posted by Paul Myers

Because Lake Superior freezes in the winter.

LOL

Originally Posted by Harvey.Segal

Couldn't affiord them ?

LOL

Good ones, guys.

That joke came to me in a blinding moment of humorous glory. Mind you, I was in the car with three other guys, and you know it is; when something like that happens you just have to share it.

Me: Hey, why didn't the vikings use submarines?
Them: Why?
Me: Because they were too hard to row.

This was met, briefly, with utter silence that was only interrupted by gales of laughter. Perhaps gale is a better word, as I was the only one laughing.

I was tickled by the image of a galley of vikings trying to row a vessel underwater, but knew if I had to explain it to my friends it would only make it worse.

While there was an original punchline, over the years the number of punchlines has grown to eleven - Paul and Harvey's now makes it an even baker's dozen.

All the best,
Michael

p.s. See, the last sentence is another example of my humor (anyone get why it's funny?).
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Peter Bestel

15 years ago

why didn't the vikings use submarines

Well, have you ever tried to set fire to a submarine?

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Michael Oksa

15 years ago

Originally Posted by TMG Enterprises

If it is not because that is an oxymoron, then I didn't get it after all.

Tina G

You got it.

Originally Posted by Peter Bestel

Well, have you ever tried to set fire to a submarine?

Not that I recall.

_____________________________

In reference to sales pages: Humor works best when you know your audience. If you have defined your target audience well, and know for sure that they will respond to the right dose of humor, then by all means take that chance. However, make sure that your message still gets across without said humor.

All the best,
Michael

p.s. My second favorite answer to why they didn't use submarines is...

"They didn't have to, as viking ships were remarkably advanced for their time and gave them superior performance for the tasks in which they were used."

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Paul Myers

15 years ago

Speaking of humor in advertising, here's an email I just got from Motorola.

This kind of funny works.

motorola hintTM QA30
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EXPERIENCE THE HINT NOW
[URL here]

i9
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And if that wasn't enough to make you want to "accidentally" drop your current phone down the garbage disposal, consider this: At just barely more than half an inch thin, the i9 is the sleekest iDEN Push-To-Talk flip phone ever.

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Knowledge. We have it. You want it.

Never pet a burning dog. Always pass on day old Sushi. Never send money to a strange Nigerian diplomat via e-mail. Sure, there are plenty of useful tips out there to make your life a whole lot better. But what about when it comes to using that clever little Motorola of yours? Well, get wise to this: We've got the smartest, downright coolest tips, tricks and info on our new Motorola Support Site. And it's all just a click away.

Learn stuff you can put to use right away on your existing device. Or get on the fast track to figuring out a new device. The site is packed with easy to understand, yet ridiculously comprehensive material. Which makes it the easiest way to get all the help you need when setting up or mastering your Motorola devices. Smart, huh?

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Everything in one place. Now, if only you could find your keys.

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Alice Seba

15 years ago

Interesting, just read the thread in question. I think Harvey's ability to ruffle feathers is on the decline. Too many people are onto him these days. ;-)

Maybe that's a lesson in humor somewhere too.

Alice

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Raydal

15 years ago

Most copywriting and direct marketing books I've studied reveal that
humor tend to bomb in an ad. I've used humor sometimes in my
copy to create light atmosphere and mostly in cases where I know
the target audience really well.

Using humor is tricky because if your joke fails then it make you look
stupid. I guess getting that sale is so serious that you don't want
to joke about it. (People are usually very serious when they are
spending their money!)

-Ray Edwards

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MichaelHiles

15 years ago

As a guy who has an extremely dry sense of humor, and sees irony in nearly everything that humans say and do... I too have a serious problem in that I am misunderstood on nearly an hourly basis.

Originally Posted by Loren Woirhaye

About 30% of people actually have no discernible sense
of humor. Maybe they just don't get "wit". I dunno.
I've seen that figure as an estimate. I've also seen
some classic copy that is hilarious. Robert Collier has
a crazy one in his letter book that pulled well. Black
humor in it too.

In any case a lot of people won't get a written joke.
Spending money is pretty serious business so it's usually
best not to use much humor.

I KNEW I KEPT THIS FILE AROUND FOR SOME REASON!!!!!!!!!

FINALLY A RELEVANT USE!!!

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DougBarger

15 years ago

But is it humanly possible to laugh AND buy at the same time?

Surprisingly,
Here's what an ex-stand up comedian turned "grizzled veteran copywriter"
says about comedy and copy in the marketing mix
John Carlton's Big Damn Blog

Thought it was timely LOL

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Humour in your copy? One lump or two?

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