Why using humour🤣 in your sales copy is a game changer!

In this week’s newsletter, we’re going to look at why you should use humour in your sales copy.

Using humour in your sales copy can help build trust, make your brand memorable, and drive action.

And here’s the thing about humour. It doesn’t need to make someone literally LOL - a smile or smirk is enough to get humour across.

So, let’s look at the role of humour in sales copy in a bit more detail.

👉Why you should use humour in your sales copy

1. It makes your brand more relatable

People are naturally drawn to brands that feel human. Humor adds personality and authenticity to your brand voice, helping you connect with audiences on a personal level. It turns a faceless business into something that feels approachable and familiar.

2. Humor improves message retention

Studies have shown that humorous content improves both recall and recognition. If you can make someone smile while delivering your message, they are far more likely to remember your brand when it counts. It encourages engagement and shareability If your content makes someone laugh, they will naturally want to pass it on, extending your reach without you having to spend more on promotion.

3. It breaks down sales resistance 

People buy from people they like. Humor accelerates the journey from stranger to trusted partner.

4. Humour is a proven conversion tool backed by science

Humour helps you sell more stuff.

This is because people are most receptive to what you say after you’ve made them laugh because laughter creates an emotional connection. And emotional connections sell. BOOM!

Memorability:

Ads with humour are 47% more likely to be remembered, according to a Nielsen study.

That’s why ads built on humour – like “Should’ve gone to Specsavers” or Snickers “You’re not you when you’re hungry” – have stayed in people’s minds for years.

Another study highlights that funny ads are 30% more attention-grabbing and 15% more memorable overall.

Connection:

Humour builds relatability. It lowers people’s defenses and makes them feel like you “get” them. When people trust you, they’re more likely to engage with your message.

Motivation:

Humour doesn’t just get a laugh—it inspires action. A clever quip or a witty comparison can motivate someone to click “Buy Now,” try a new product, or sign up for your email list without second-guessing.

👉How to successfully use humour in your sales copy

Is it Relatable? The type of humour you use has to be relatable to your audience. For example, a joke that resonates with Gen Z might miss the mark with Boomers, and vice versa. Know your audience inside out so your humour matches their interests, outlooks, and experiences.

Is it Appropriate? There’s a fine line between edgy and offensive. Humour that goes too far on sensitive topics can alienate readers.👇

Does it Support the Message? If it doesn’t drive your core message forward, it’s just filler. Remember that humour is a tool—not the headline.

Will Three People Laugh? Before you hit publish, test your copy. Share it with three different people and if they find it amusing, you’ve probably nailed it!

👉My top 3 tips for using humour in your sales copy

1.  Know your audience - you need to make sure the type of humour you use resonates with your target market and matches your brand voice.

2. Be consistent - humour works best when it’s woven into your brand DNA, not used as a one-time gimmick.

3. Test and learn - monitor how your audience responds, and let performance guide your strategy. Keep experimenting and evolving.

AND FINALLY A FEW WORDS FROM ANNIE

I hope you found this week’s newsletter helpful. Have a great week and catch up next Wednesday!