How to Sell Humour to the Humour-Resistant
Mention the word ‘humour’ and some businesses aren’t completely convinced. Isn’t humour frivolous? Isn’t it subjective? Above all, shouldn’t we be serious?
Well you can be serious, but the snag is that humour in advertising has been conclusively shown to make people more likely to buy the product or service that you sell. One report from 2022 said that nine out of ten customers say they’re more likely to remember a funny ad. Humour is a very serious tool indeed.
If you need to convince others, though, this is your guide: a selection of the strongest arguments showing how humour isn’t just a way to amuse but an extremely effective strategic tool.
Mention the word ‘humour’ and some businesses aren’t completely convinced. Isn’t humour frivolous? Isn’t it subjective? Above all, shouldn’t we be serious?
Well you can be serious, but the snag is that humour in advertising has been conclusively shown to make people more likely to buy the product or service that you sell. One report from 2022 said that nine out of ten customers say they’re more likely to remember a funny ad. Humour is a very serious tool indeed.
If you need to convince others, though, this is your guide: a selection of the strongest arguments showing how humour isn’t just a way to amuse but an extremely effective strategic tool.
Mention the word ‘humour’ and some businesses aren’t completely convinced. Isn’t humour frivolous? Isn’t it subjective? Above all, shouldn’t we be serious?
Well you can be serious, but the snag is that humour in advertising has been conclusively shown to make people more likely to buy the product or service that you sell. One report from 2022 said that nine out of ten customers say they’re more likely to remember a funny ad. Humour is a very serious tool indeed.
If you need to convince others, though, this is your guide: a selection of the strongest arguments showing how humour isn’t just a way to amuse but an extremely effective strategic tool.
Who is this for?
Creative agencies who want to convince their clients to be more humour-focused
CMOs who want to make the case for humour in the C-Suite
Heads of Marketing who just want to freshen up their communications to make them warmer, engaging and more refreshing
What will you get from it?
A solid sense of how humour is viewed in marketing. You will have a selection of reasons to justify and encourage its use in your communications. On the back of this, all of a sudden your ads will seem a lot less dour and a lot more amusing.
What have readers said?
“Humour is critical in advertising communications, but only when used correctly. HumourScope® books are 100% readable. And 100% invaluable.”
— Matt Carter,
Head of Advertising Strategy
Amazon Web Services
