Today’s post is from a guest, Brenton Crozier. He is a freelance copywriter with whom I work closely on many projects. I asked him to give me something to help promote his new website, and he was all too happy to oblige. Thanks, Brenton!
A Copywriting Stiff Breaks His Fastidious Chains
Let the funny free you friend! Have you noticed the transformation in other marketing mediums, mainly television? At one time bottles of cola taught the world to sing and a brash old lady wondered where her beef was. Your favorite cartoon characters were employed to pitch fast food and a catchy song often burned itself into your psyche regardless of what the product was.
There have always been funny commercials, but humor has become the prevailing modality by which successful advertising operates. One of the key differences from past marketing strategies is the quirkiness or slight oddness that advertisers are willing to utilize. As always, there are exceptions, but for the most part, comedy is king. There are a couple of reasons for this and it is possible to bring some of this clowning home to your copy without sacrificing professionalism or your client’s trust.
Humor Is Endearing
Humor has a way of digging itself into our psyche and claiming a piece of our cognitive real estate as home like no other form of entertainment or communication. Think about the movies that you’re willing to watch over and over. Normally, they are comedies. It’s the same with television shows that you don’t mind catching a repeat of.
Creating sound content that conveys your client’s message is still your chief responsibility. Don’t ever abandon your obligation of creating well-written, SEO-friendly and effective copy that delivers, but you can balance these things with subtle injections of humor.
Although there are myriad products with brilliant campaigns, Vitaminwater has become a force in their industry. In addition to their good product, they base their marketing message in humor. For example, on their “essential” orange-orange (c + calcium) drink, you will find:
Ah, orange juice commercials. Funny stuff. Mom cheerily prepares some huge breakfast while the rest of her family sleeps. Sure, this could happen. But every morning? Please. Maybe if mom were heavily medicated, in which case, we wouldn’t condone operating a stove or any electrical appliance.
For those of us who don’t live in an orange juice commercial, there’s still a way to get your morning nutrition. This product has calcium and lots of vitamin c, so you can get your day started right, minus the whole stepford mom thing.
Vitamins + water = all you need. For best results, stick it in the fridge. The inside is natural. The outside is plastic.
The Effects of Wit
Humor does so many great things. First, it humanizes a product. People don’t feel as much like a captivated, consuming lemming when advertising is void of buzzwords and sales pitches. Although a great product that delivers is the ultimate selling point, humanizing your content or copy with humor creates a connection that transcends the typical seller and consumer relationship.
Tickling someone’s funny bone is a magnificent way to create a buzz. Typically, when you read a label, pamphlet or even website, you’re not hurrying to share it with your friends and co-workers. However, if you read something funny, your inclination is to do just that—share it!
A marketing campaign that successfully infuses humor creates fans. Fans will actually look to see what you’re going to do next and will spread the word about your product or services.
Lastly, utilizing your sense of humor gets you excited about your work and translates into enthusiasm. Enthusiasm often results in embracing your project with the dynamism that separates it from the rest. So what if you’re simply not funny? Stick to writing copy for lawyers. Badoom ching!
With this, and any other post, please read the disclaimer.