Anyone who has recently swiped through a handful of profiles on a dating app knows this: people find humor indispensable in love. Almost every profile says: ‘Humor is important!’ or “Humour is indispensable.” And Eveline from Woensdrecht has a short profile text: HUMOR!!!!!! (two exclamation marks too many, Eveline, but a moan… )
The importance of humor
What many people say is that humor provides that one click. And certainly if people dare to joke about themselves, that makes for relaxation, as more people said on Facebook when I asked about it.
That is why it is quite fascinating that a lot of independent entrepreneurs ‘forget’ this humor in their online communication. There is little to laugh about on the websites of many trainers, coaches or administration offices.
Now it is of course possible that independent entrepreneurs happen to all be people without humor. They are good at other things in addition to their expertise, such as… Rummikubben. ‘Humour? No rather not. Not today. I like Rummy Kubben. play a game? I immediately pour a glass of soda.’
Don’t self-employed people have a sense of humour? Of course it is. Baking. Yes, not all, probably not, but many are.
Then why is it missing on the website or, for example, in a blog? I do not know exactly. I think it has a bit to do with fear.
People who clamber onto the online stage, sit down and chat about their business and go into a cramp. Suddenly they think with sweat on their foreheads: it must be clear. It must be clear. And professional. It has to be very professional.
Fear of speaking is one of the biggest fears, fear of writing is a close second.
Examples of professional humor in copy
The good news – what a relief, hooray! – it is possible! It can very well. Unbelievably professional and yet fun. Funny. Cheeky. Stubborn.
There are examples of this online and I’ll show them to you in this blog. I’ll show you the three examples with 1 agreement: that I won’t see EXACTLY that joke on your website in about five weeks. That would be a shame. And plagiarism. OK? Agreed to meet?
1. Talking Shrimp
If you have a question, don’t hesitate to ask.
On your website you probably have a sentence like this: ‘Do you have a question? Reassure him.’
Great sentence, but not very original. And also interesting: would there be someone who needs to be reassured? That someone is really nervous: ‘Oh, do they want me to call?’
Nope. No one. Your customer knows that he or she is more than welcome!
Laura Belgray is one of the funniest copywriters. She had a nice variation on the theme ‘feel free to call’ her website to stand:
If you have questions, comments, or that overwhelming urge to say ‘I love you’, shoot me an e-mail.
If that’s not funny! The effect? I’m going to love her right away. What a nice person! Someone who has a sense of humor.
2. That seems important
Another example: Margo Aaron is a business coach. This is a screenshot of her website.
Nice is not it? I think it’s funny. And when you then view her website, you read a strong story, convincingly told. And I immediately believe that this woman knows what she is talking about.
More Margo Aaron. What about this text:
The smart thing: if you dare to ridicule yourself so tough, I get curious! What you feel as a reader: this is smart, intelligent and above all not standard.
3. Freelance Qommunity
Finally, I would like to mention the Dutch copywriter Kim Trotz. Kim is from the Freelance Qommunity.
This is a vacancy on their website.
Sure, sure: it can’t be your humor. People can drop out because they think it’s bland. But people can always find all kinds of things about you. They can get you too bloody serious when you are not.
And although there are many marketing coaches who say that you should ask yourself what your audience wants, that you should speak in the language of your target group, I am primarily from the department: do your own thing, show who you are, what you stand for and what you find funny and then find out who fits.
Ok, one last example of what I find funny copy.
Ash Ambirge is from themiddlefingerproject.org. Also a top name. It appeals to me more than leading your inner child from authentic leadership. Now it comes down to about the same thing: make something of it. Look those fears in the mouth! go!
And Ash has particularly outspoken – hysterical – copy. Her personality is in every sense.
And this one pay-off I think it’s beautiful:
Do you know more great examples of humor in copy? And have I been able to inspire you to use more humor in your texts?
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