The real truth behind using humour in your marketing.

Funny ads are the best kind of ads, right?

WRONG!

Here is why prioritising humour in your marketing is one of the worst things you can do.

Humour is a lot of risk and very minimal reward.

99 times out of 100, humour in advertising sucks.

Makes sense right?

You have to make an ad as widely appealing as possible, AND it's also got to be knee-slappingly good!?

That's like trying to hit a clay pigeon with an RPG.

And even if you can make an ad that's actually funny, that’s great.

But…

Making someone laugh doesn’t make the sale.

Seems kind of obvious, right?

Opening with humour, or constantly adding humour into your pitch for your ad, is just like trying to win a sprint race but handicapping yourself by putting on a weighted vest and weighted ankle straps.

Why would you do that to yourself?

Especially since, at the heart of all influence, the only way you're going to get someone to buy from you is if they feel they can trust you.

If you’re busy trying to crack jokes in your marketing and you haven’t given your audience any reason to do business with you, consider your marketing dead in the water.

Especially since…

Humour can get stale real quick.

If you’re the business that always has hilarious marketing, that’s great.

If you’ve got no value to give to your prospects though, the whole ‘class clown’ approach to your marketing is going to dry up—and fast.

If a competitor's marketing is simply about providing massive value to their clients, you’re going to be beaten ten times over by them, because they aren't wasting their prospects' time by trying to crack jokes.

So when you're about to write an ad, forget about trying to be funny.

Instead…

Focus on providing massive value to your prospect.

Propose something to them that they would find so valuable that they cannot wait another day to buy.

Show them that you are an expert at whatever problem they are trying to solve.

Show that you understand them.

Show them that their problem can be solved.

And that you are the best person to do it.

We're here to make sales, so let’s not waste time trying to be comedians; let's sell.

When we write ads for clients, we have a simple goal:

Write to a standard which gets you at least £2 in return for every £1 you put into advertising.

We do that by testing and tweaking consistently until we reach that goal.

Not by trying to write the next comedy special.

If you want to see what we could do with your business, get in touch by clicking here.