Using Humor to Create Content That Resonates

How to Resonate

With Humor

Hey, recognize this guy?

That’s Michael Dubin,

co-founder of Dollar Shave

Club.

That’s Michael Dubin,

co-founder of Dollar Shave

Club.He starred in one of the

funniest ad campaigns in recent memory.

Okay, now what about her?

That’s Lianna Patch, owner of

Punchline Conversion Copy.

She specializes in both sass and

SaaS.

That’s Lianna Patch, owner of

Punchline Conversion Copy.

Now, what do these two have in common?

Now, what do these two have in common?

They both create

killer content that resonates.

Now, what do these two have in common?

They both create

killer content that resonates.

How do they do

it?

With Humor.

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

Lianna Patch’s 3 Rules for Converting with Humor

Lianna Patch’s 3 Rules for Converting with Humor

1. Do your research and know your audience

Lianna Patch’s 3 Rules for Converting with Humor

1. Do your research and know your audience2. Be heartfelt and intuitive

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

There’s a reason B2B marketing has earned the nickname

“boring-to-boring.”

It can put you right to sleep.

It can put you right to sleep.

(But it doesn’t have to be that way!)

So, here are some more companies taking B2B from this…

So, here are some more companies taking B2B from this…

… to this

So, here are some more companies taking B2B from this…

… to this(he’s laughing, trust us.)

Intel

Intel• This post isn’t promoting

anything – just providing some laughs for social browsers.

• 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

• 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

ConversionXL Blog

ConversionXL Blog• This example demonstrates

how most of us really feel, and speaks to us in a more relatable language.

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.

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.

Wistia

Wistia•Wistia crushes both

its email outreach…

Wistia

… AND its video production

•Wistia crushes both its email outreach…

So, what does this all mean for

YOU?

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.

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.

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!

People are just people like you.- Regina Spektor, “Ghost of a Corporate Future”

Have Fun With It

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