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Should your ads spark laughter?
If your ad makes people smile & laugh but doesn't generate a single sale, then you can objectively say it didn't do its job.
In advertising, a copywriter must sell with their ads, so failing to do so means failing at their job.
In this regard, many make the bold statement to never be funny in your ads. Sell. Show benefits. Make persuasive arguments. But avoid being funny at all costs.
Claude Hopkins, known as the father of advertising, was in the same boat regarding humor. He clearly recommended avoiding being funny in advertising. For him, humor was a way to distract from the product & its benefits. In other words, it was a waste of energy in the advertiser's way of making sales.
A couple of decades later, Ogilvy states that humor is part of an advertiser's effort to make the brand memorable. And it is just this that you should consider when asking whether it is appropriate to use humor or not in advertising, in general, and in your copy, in particular.
First, clear the basics. Highlight the main benefits of your product and create a copy strategy for you to make more sales. After that, ask yourself whether some humor may or may not help in your copywriting efforts.
Catching a prospect's smile can make a difference between buying and moving forward. Just be sure that humor is appropriate. If you aren't sure about that, your best bet is to avoid humor.
Hopkins vs Ogilvy is a good fight. My rule: humor is the seasoning, never the meal. Lead with the benefit, then let the joke make it stick. If people remember the joke but not the brand, the joke ate the budget.
The network for creativity
Join 1.25M professional creatives like you
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👋 Hello, Contra community!
I'm a Social Media Manager passionate about helping businesses build a stronger online presence through engaging content and consistent social media strategies.
I can help businesses with:
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