humor in marketing: dos and don'ts

humor in marketing:10 dos and don’ts

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1. do make boring stuff more interesting.


There are definitely a lot of dull products and services that could use a little humor to become sexier.

2. don’t play it safe.


Sorry, but being too politically correct is just

not funny. Nobody likes

the nothingness of “blah”. If you cannot make

genuinely funny joke, don’t make

one at all.

3. do use humor that is close to your target audience.


Humor has to feel real to your target audience,but it also has to be in line with your brand voice.

4. don’t use old jokes.


Every joke has a due date: if something worked

1 month ago, it might not be as funny

when it’s reused and recycled

for the millionth time. Don’t be a copycat,

you can do better.

5. do an epic joke.


When you go viral and everybody is talking about your ever-so-funny punch line, you will understand the value of

creativity. Tap yourself on shoulders because you have saved a big pile of media budget.

6. don’t overshadow your brand.


Humor is great, but make sure that the message is still about your brand. You can go viral, but if nobody gets that your brand

is behind the message, you haven’t achieved anything.

7. do make (a little) fun of yourself.


When you can apply some humor and criticism to yourself, you will get away with edgier views on others more easily. In a way, you punish yourself before others do.

8. don’t offend any real person.


There is no guarantee that somebody will not be offended by your joke. However, don’t use and insult any

real person.You know what they say aboutkarma.

9. do apply different types and forms of humor.


Humor can be a funny line at the end of the story, can be ironic view on the situation or just unusual use of words;

it can be satirical, situational, juvenile or hyperbolic ... The brand book should define shades and grades

for how your brand uses humor.

10. don’t force it.

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Sometimes humor is not appropriate and sometimes

it’s not necessary. Keep it natural

and don’t push it just for the sake of making a joke. It’s really not funny when it doesn’t feel

authentic.

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humor in marketing: dos and don'ts

Marketing