Why Humour Isn't a Good Idea in Copywriting

Content is all about marketing. Whether it appears on your website, in a brochure, in a magazine article or in your newsletter, it's there to do one thing and one thing only - to sell.

So, should you try and inject a little frivolity and add some humour?

Is there a place for it within your copywriting?

Before we explore the potential pitfalls of humourous writing, think about your brand. What sort of image are you trying to project to your readers?

It's a fairly safe bet that the following words appear somewhere on your wish list:

    Professional
    Trustworthy
    Reliable
    Approachable
funny memes on crush

It doesn't take much to dent or damage a brand - one misguided tweet, a forgotten phone call, over looking the odd email. So if your humour isn't well received it could have a detrimental effect on your brand image.

Bringing humour to your marketing campaigns

Yes, some companies have managed to use humour successfully. But think carefully before using it in your own written content.

1. Is it really funny?

Of course it is - you all laughed, right?

Maybe you did, but everyone's sense of humour is different and just because it caused you to fall around in hilarity doesn't mean it will have the same effect on others.

You only have to consider the average family settling down to watch their favourite TV programmes. The humour enjoyed by the teenagers probably won't appeal to their parents and visa versa.

2. Oops

Not everyone finds the same things funny and in fact could be quite offended, landing you in hot water and damaging your reputation and brand.

So if you're determined to use humour, think very carefully.

3. Kill not cure

Earlier we mentioned your brand. You would have spent a lot of time perfecting that and honing the image you want. You've spent a lot of money creating something that people know means quality and great service, do you want to jeopardise that?

We're not saying that you should never inject a bit of humour into your marketing campaigns, but rather think very carefully beforehand. Think about what you are saying and the effect it will have on your brand.

Consider your audience and think about whether the type of humour will be well received by them?

At the end of the day, it's important to remember that you won't please everyone all of the time - an old cliche, but very true especially where humour is concerned.