As a kid, we subscribed to the Reader鈥檚 Digest. And I would always go through and read the jokes in the funny sections: Laugher is the Best Medicine, Humor in Uniform, and Criminals are Funny.
And a million years later we still get Reader鈥檚 Digest and I continue to read those sections. It鈥檚 a sickness.
OK, I admit it, my name is Robert and I鈥檓 a laughter-aholic.
I love to laugh. I can spend hours watching stand up comedy routines on YouTube.
Well, I just discovered something that has turned my whole marketing world upside down.
It鈥檚 great news!
Someone has recently absolutely proven to me that Marketing works better if it鈥檚 infused with humor.
And as much as I love laughter and comedy, I once read that you shouldn鈥檛 try to use humor in your marketing writing because鈥?鈥渄ifferent people have different senses of humor and some just won鈥檛 get it and it will be a turnoff.鈥?
Well, that may be true sometimes. But the person who wrote that is obviously an insipid prat. The evidence is in. Humor works in marketing (if you do it right).
My favorite marketing saying is by David Ogilvy the legendary direct marketing agency head and copywriter. He humorously proclaimed:
Laughter releases endorphins. Endorphins give us a sense of wellbeing. And we like that and want more of it. So we keep reading if the copy is sprinkled with humor here and there.
The Infamous Drunk Letter
Several years ago, the owner of an online advertising agency, in London, England, John Buchan, discovered the power of humor in marketing.
Business was a little slow and he needed some new clients 鈥?desperately 鈥?as his word-of-mouth had dried up.
So he got hellishly drunk one evening and sat down and wrote a completely absurd cold sales letter to the senior Marketing Directors of several big brands.
Let me give you some choice morsels from the letter:
e looking to win clients over from those evil (ok maybe not evil鈥?but not as good) other agencies.鈥?p>
Another little zinger that reflects the inner thoughts of many independent professionals, right? (Our sleazy competitors aren鈥檛 half as good as us, but they get all the plum contracts. Damn them!)
f you let me have a chat with you about your digital marketing Air Max 97 Plus Homme University Rouge Pas Cher , advertising or bedroom tidying needs, Il take you for coffee, lunch or tequila shots and promise to be somewhat entertaining.鈥?p>
This little paragraph is a comedy triple whammy, designed to get the biggest laughs of the letter.
Bedroom tidying tips? Tequila shots? Somewhat entertaining? How could these not get wide smiles?
And the close is brilliant: 鈥淚 await your profanity filled response.鈥?p>
OK, but how did this letter work? Did it get results?
He got more response to this letter than any before. The marketing departments of major corporations responded with complimentary emails, letters and calls wanting to meet.
And he got meetings with the like of HP, Symantec, RedBull, Pepsi, and countless other international brands.
You can read more about Jon鈥檚 letter and his ideas for writing attention-getting letters here.
Before he wrote that wacky letter, fortified with a little liquid courage Air Max 97 OG GS Homme Noir Pas Cher , Jon probably didn鈥檛 think writing a humorous letter was a good idea. After all, he鈥檇 never tried anything remotely like this before.
He鈥檇 write sensible letters, letters with glowing benefits touting his firm, boring letters that the recipients tossed in the trash faster than they could down their three martini lunches.
And that鈥檚 how most of us are writing. (Not me, of course!)
I get dozens of emails a day. Most are full of hype and over-the-top claims. Or they鈥檙e deadly serious and boring. But none of them are courageous enough to include a dash of humor and levity.
Virtually nobody does this. It鈥檚 as rare as Roger Stone keeping his mouth shut.
Why is this kind of marketing writing so rare? Why don鈥檛 we try it?
Well, we鈥檙e scared to death that we鈥檒l be ridiculed.
And that is the number one fear of us all. Worse than death Air Max 97 Just Do It Noir Pas Cher , dismemberment, or being forced to watch reruns of Barney and Friends.
No, we want to look good, be cool, and pray that people will love us unconditionally.
This is delusional. But it鈥檚 so commonplace that we think it鈥檚 normal. It isn鈥檛.
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09.11.2019 04:43
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