Does Humour Belong in Marketing?

People don’t buy from Clowns.

-Claude C. Hopkins

Some say no, humour does not belong in marketing. We’re supposed to inform and persuade, and we’re not meant to be funny.

Dean Rieck has an excellent piece that explains in full rational justification why humour doesn’t sell.

And yet…

This ad for a television network gets it absolutely spot on.

Why?

 

Because the message and the way it’s formatted (played out, rather) are absolutely, perfectly apt for the audience. People who enjoy drama, fun and entertainment on TV – well that ad gives them precisely that, doesn’t it?

I suppose it comes down to really knowing your customer. Knowing them so well that you know exactly what will and will not work for them. If it’s humour that will work for them? Then you just might want to inject some fun in your marketing.

Just be careful, because you have to get it exactly right. If it’s over the top, or if it’s ‘look how clever I am’, it can backfire.

Humour in marketing works, but not always. Proceed with caution.

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