How to Be Funny as a Marketer (Without Making a Fool of Yourself)

Why Humour is Your Secret Marketing Weapon

In the world of marketing, there’s a lot of noise. Everyone is shouting about their product, their service, their brand. But do you know what cuts through all that noise? Laughter. Humour is like a secret handshake between your business and your customers. Get it right, and they’ll remember you. Get it wrong, and, well… let’s just say you’ll be remembered for all the wrong reasons.

For small businesses, humour is a cost-effective way to stand out. You don’t need a huge advertising budget when you’ve got a well-placed joke that makes people snort their tea all over their keyboard. So, how do you use humour in your marketing without embarrassing yourself? Read on, my witty entrepreneur.

Understanding Your Audience (So You Don’t Offend Anyone’s Aunt Doris)

Before you unleash your inner comedian, you need to know who you’re talking to. Not every joke lands the same way with every audience. The key to using humour effectively is knowing what makes your customers chuckle rather than cringe.

• Know their sense of humour: Are they the type who love a clever pun, or do they prefer a bit of self-deprecating humour? If your audience is primarily accountants, they might appreciate a good number-crunching joke, but if they’re teenagers, well… memes. Lots of memes.
• Avoid the obvious pitfalls: Dark humour, sarcasm, and controversial jokes are best left to professional comedians who don’t mind dealing with online backlash. You don’t want your business to trend on Twitter for all the wrong reasons.
• Test it first: If you’re unsure, run your joke past a few trusted people before you unleash it on the world. If your mate Dave, who laughs at everything, stares blankly at you, it’s time for a rewrite.

The Different Types of Humour in Marketing (And When to Use Them)

Not all humour is created equal. Some types are perfect for marketing, while others will have your customers shaking their heads in despair. Here’s a rundown:

1. Puns (The Dad Jokes of Marketing)

Puns are groan-worthy, but they work. A clever play on words can make your brand more memorable.

Example: If you own a bakery, a slogan like “Our doughnuts are hole-some!” makes people smile and remember you.

2. Self-Deprecating Humour (Laughing at Yourself, So No One Else Has To)

This works well for small businesses because it makes you relatable. People love a brand that doesn’t take itself too seriously.

Example: A small café putting up a sign that says, “Come in and try the worst coffee one of our customers has ever had on TripAdvisor!”

3. Pop Culture References (Riding the Meme Wave)

If used well, pop culture references make your brand seem fresh and in tune with the times. But beware: using a meme six months too late is a cardinal sin.

Example: If you run a gym, a sign saying, “Get abs faster than the writers of your favourite TV show ruin the finale” will resonate with anyone who’s been disappointed by a series ending.

4. Exaggeration (Turning the Mundane into Comedy Gold)

Taking something ordinary and exaggerating it to ridiculous levels can be hilarious.

Example: A plumber advertising with “We’ll be there faster than your in-laws can criticise your life choices!”

5. Sarcasm (Handle with Care)

Sarcasm can be tricky, especially in text form where people might not hear the tone. Use it sparingly and make sure it’s obvious.

Example: A car repair shop tweeting, “Nothing like spending your weekend stranded on the motorway. But hey, if that’s your thing, don’t call us.”

Using Humour in Different Marketing Channels

Humour can be used across all your marketing channels, but you need to tweak your approach depending on where you’re using it.

Social Media: The Playground of Humour

Social media is the perfect place for quick, witty humour. Brands that master this gain huge followings.

• Twitter: Short, sharp, and punchy jokes work best.
• Instagram: Visual humour, memes, and funny captions shine.
• Facebook: Longer humorous posts and videos perform well.
• TikTok: The home of absurd and relatable humour.

Example: Innocent Drinks are brilliant at social media humour. A post like “Our smoothies contain more fruit than your fridge the day before payday” makes people laugh while subtly promoting the product.

Email Marketing: Making People Actually Want to Read Your Emails

Most emails are dull. A funny subject line can boost open rates dramatically.

Example: “We made a mistake (but at least we’re not your ex)” is far more engaging than “Oops, small error in our last email.”

Website Copy: Turning Boring Text into Comedy Gold

Even the most mundane website pages can be made entertaining.

Example: Instead of a dull “Page Not Found“ message, you could have “Oops! Looks like we misplaced this page. Probably under the sofa. We’ll send the dog to find it.”

Print Ads: Classic Wit Never Goes Out of Style

Humour works in traditional marketing too. A funny tagline on a poster or flyer can make all the difference.

Example: A hair salon advertising with “We fix what your mum did with the kitchen scissors” is far more memorable than “Quality haircuts available”.

The Golden Rules of Funny Marketing

Before you dive headfirst into the world of humorous marketing, keep these golden rules in mind:

1. Stay Authentic

Don’t force humour if it doesn’t suit your brand’s personality. A funeral home attempting slapstick comedy? Probably not a great idea.

2. Keep It Simple

If a joke needs a five-minute explanation, it’s not funny. Keep it short and snappy.

3. Test It First

What’s funny in your head might not be funny in reality. Get feedback before you go public.

4. Don’t Offend

Offensive jokes will alienate customers faster than you can say “cancelled.” Keep it light and inclusive.

5. Be Consistent

If humour is part of your brand, use it regularly. A one-off funny tweet won’t build a reputation, but a consistently witty brand will.

Small Business Success Stories: Brands That Got It Right

1. Innocent Drinks

Their social media is a masterclass in humorous marketing. Simple, silly, and effective.

2. Specsavers

Their famous “Should’ve gone to Specsavers” campaign turned a simple phrase into comedy gold.

3. Old Spice

Their ridiculous, over-the-top adverts are legendary.

Final Thoughts: Go Forth and Be Funny

Humour is a powerful tool in marketing, especially for small businesses trying to stand out. A well-placed joke can make your brand memorable, relatable, and likeable. Just remember: know your audience, keep it simple, and don’t overthink it.

Now go forth and make your customers laugh. Just maybe test your jokes on someone other than your nan first.

Good luck, and may your marketing be as funny as a cat falling off a sofa (but in a good way).