using humor to create content that resonates
TRANSCRIPT
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• 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
… 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”
