The Pros and Cons of Using Humor in Marketing
When you’re a business owner, there is a fine line between being too “flip” and being so “professional” that it can be a turn-off. The point of implementing these tools is to create a memorable marketing experience. And humor can be a great way to go about this.
Here are a few stats:
90% of consumers are more likely to remember funny ads.
55% of executives said humor gets attention better than no humor, and 72% said it attracts buyers to new products.
24% of companies use humor in their email marketing campaigns, while 69% of people said they would open a brand’s email if the subject line were funnier.
So, how can you effectively use humor in your marketing? And what are the things you should watch out for?
Here’s why humor works.
Grabs Attention: Humor can make content more engaging and memorable, helping brands stand out in a crowded market.
Enhances Brand Personality: It humanizes the brand, making it appear more relatable and approachable.
Increases Shareability: Funny content is more likely to be shared on social media, increasing organic reach.
Builds Emotional Connection: Humor can evoke positive emotions, fostering a stronger bond between the brand and its audience.
Improves Brand Recall: People tend to remember funny ads better, improving brand recognition and recall over time.
Encourages Virality: Well-executed humor has the potential to go viral, providing significant exposure with minimal investment.
Here’s why you should be careful.
Risk of Misinterpretation: Humor can be subjective; what’s funny to some may offend or alienate others. In a world where “cancel culture” is very real, you’ll want to make sure your humor strikes the right tone.
Can Distract from the Message: Sometimes, the humor can overshadow the actual product or message, diluting the marketing's effectiveness.
Cultural Sensitivity: Humor doesn't always translate well across different cultures or demographics, making it risky for global campaigns.
Overuse Can Harm Credibility: If humor is overused, it may lead to the perception that the brand lacks seriousness, reducing trustworthiness.
Execution-Dependent: Poorly executed humor can backfire, damaging brand reputation rather than enhancing it.
Target Audience Limitation: Humor might only resonate with specific audiences, limiting the reach and impact of the marketing message.
How Does Advisor Script Use Humor in Our eBooks?
At Advisor Script, we’re very mindful of how we use humor. In our book 5 Reasons Why You Should Financially Dump Your Kid – laugh away! However, our book about Money and Mourning – not a laughing matter.
Our team has spent decades marketing in the financial planning space, so we know what works and what doesn’t. One of the ways we implement humor is in the stories we create that are sprinkled throughout the books. Here’s an example:
Meet Trina:
Trina is 62 years old and has had it with her job as a professional waterslide tester. The callouses on her rear end make her look like a Kardashian and her natural hair color is sickly sea green.
Trina has saved money and lives within her means. Her kids are grown and financially independent. Her ex-husband stopped calling and harassing her for money a mere 15 years after their divorce was finalized.
Is Trina financially ready to hang up the water shoes?
From there, we go through steps to help Trina decide whether or not she should retire. The advice? Not funny - we lean more on the professional side. But we’ve captured your attention with the story we created.
How Can You Implement Humor In Your Marketing?
We’ve already taken up enough of your time in this blog post. But if you’re ready to take the next step with your own marketing, CLICK HERE for our blog post on how to put more humor in your outreach.
