using humor to create content that resonates
TRANSCRIPT
![Page 1: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/1.jpg)
How to Resonate
With Humor
![Page 2: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/2.jpg)
Hey, recognize this guy?
![Page 3: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/3.jpg)
That’s Michael Dubin,
co-founder of Dollar Shave
Club.
![Page 4: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/4.jpg)
That’s Michael Dubin,
co-founder of Dollar Shave
Club.He starred in one of the
funniest ad campaigns in recent memory.
![Page 5: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/5.jpg)
Okay, now what about her?
![Page 6: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/6.jpg)
That’s Lianna Patch, owner of
Punchline Conversion Copy.
![Page 7: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/7.jpg)
She specializes in both sass and
SaaS.
That’s Lianna Patch, owner of
Punchline Conversion Copy.
![Page 8: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/8.jpg)
Now, what do these two have in common?
![Page 9: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/9.jpg)
Now, what do these two have in common?
They both create
killer content that resonates.
![Page 10: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/10.jpg)
Now, what do these two have in common?
They both create
killer content that resonates.
How do they do
it?
![Page 11: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/11.jpg)
With Humor.
![Page 12: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/12.jpg)
When I read something, like an email or a landing page or a website, and it’s funny, I automatically like it more.”
- Lianna Patch
![Page 13: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/13.jpg)
Lianna Patch’s 3 Rules for Converting with Humor
![Page 14: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/14.jpg)
Lianna Patch’s 3 Rules for Converting with Humor
1. Do your research and know your audience
![Page 15: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/15.jpg)
Lianna Patch’s 3 Rules for Converting with Humor
1. Do your research and know your audience2. Be heartfelt and intuitive
![Page 16: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/16.jpg)
Lianna Patch’s 3 Rules for Converting with Humor
1. Do your research and know your audience2. Be heartfelt and intuitive
3. Don’t forget about design – Make your content look good
![Page 17: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/17.jpg)
There’s a reason B2B marketing has earned the nickname
“boring-to-boring.”
![Page 18: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/18.jpg)
It can put you right to sleep.
![Page 19: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/19.jpg)
It can put you right to sleep.
(But it doesn’t have to be that way!)
![Page 20: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/20.jpg)
So, here are some more companies taking B2B from this…
![Page 21: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/21.jpg)
So, here are some more companies taking B2B from this…
… to this
![Page 22: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/22.jpg)
So, here are some more companies taking B2B from this…
… to this(he’s laughing, trust us.)
![Page 24: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/24.jpg)
Intel• This post isn’t promoting
anything – just providing some laughs for social browsers.
![Page 25: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/25.jpg)
• This post isn’t promoting anything – just providing some laughs for social browsers. • It’s a very top-of-the-funnel,
awareness post, but new followers can turn into new leads.
Intel
![Page 26: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/26.jpg)
• This post isn’t promoting anything – just providing some laughs for social browsers. • It’s a very top-of-the-funnel,
awareness post, but new followers can turn into new leads.
• Check the date on that post! Intel was doing social great before some people knew what social was.
Intel
![Page 27: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/27.jpg)
ConversionXL Blog
![Page 28: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/28.jpg)
ConversionXL Blog• This example demonstrates
how most of us really feel, and speaks to us in a more relatable language.
![Page 29: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/29.jpg)
ConversionXL Blog• This example demonstrates
how most of us really feel, and speaks to us in a more relatable language.• When you cut formality, the
whole of product can come to life in a much more human way.
![Page 30: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/30.jpg)
ConversionXL Blog• This example demonstrates
how most of us really feel, and speaks to us in a more relatable language.• When you cut formality, the
whole of product can come to life in a much more human way. Humans like humans.
![Page 33: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/33.jpg)
Wistia
… AND its video production
•Wistia crushes both its email outreach…
![Page 34: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/34.jpg)
So, what does this all mean for
YOU?
![Page 35: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/35.jpg)
Have Fun With It• When creating B2B content, it’s easy to lose sight of the abstract “leads” and
“prospects” as just people who laugh, talk, and like to experience fun things.
![Page 36: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/36.jpg)
Have Fun With It• When creating B2B content, it’s easy to lose sight of the abstract “leads” and
“prospects” as just people who laugh, talk, and like to experience fun things.
• Be genuine, be creative, be thoughtful.
![Page 37: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/37.jpg)
Have Fun With It• When creating B2B content, it’s easy to lose sight of the abstract “leads” and
“prospects” as just people who laugh, talk, and like to experience fun things.
• Be genuine, be creative, be thoughtful.
•Now let the jokes fly!
![Page 38: Using Humor to Create Content That Resonates](https://reader035.vdocuments.us/reader035/viewer/2022070601/5881af4d1a28abdd348b4d23/html5/thumbnails/38.jpg)
People are just people like you.- Regina Spektor, “Ghost of a Corporate Future”