In This Episode
The only thing worse than having boring sales messaging these days is trying to be entertaining and missing the mark.
The fails aren’t just cringeworthy, they can cost you big – and at worst even sink the entire ship.
So, it makes sense that most business owners avoid the risk of humor like _____ avoid _____. Boring is bad but it’s better than going viral for all the wrong reasons.
Just when you thought the only choice was to pay a humor agency fifty thousand bucks and cross your fingers that the jokes land… along comes Adam Hunt with a fresh new approach (and a team of Britain’s best TV comedy writers) that allows any business owner to write clever – and truly funny – jokes, without risking a boycott.
I had a blast talking with Adam and learning about the simple research breakthrough that instantly demystified the process of landing jokes with your audience – and growing it fast as a result.
Highlights from the episode:
(01:44) How Adam went from TV ‘anchor whisperer’ – and weirdly, voice of Big Brother – to the head of the creative agency behind the world’s funniest brands
(04:16) That moment Adam created a hive-mind of copywriters “with a jar of funny brains”… PLUS 20 winning joke formulas that you can swipe and adapt for any business
(9:06) The one simple realization that took Adam’s copywriting from throwing-shit-and-see-what-sticks to actually being a workable solid-gold system. B.T.W. no funny bone required!
(16:07) Forget the ‘humor is a mystery’ narrative. Adam explains the simple humor matrix that anyone can use to sell even the most boring brands (Costco! Baked Beans!)
(18:11) A sneaky strategy to make your jokes appeal equally to smug people and idiots. Hint: it’s based on your audiences’ own beliefs
(22:41) Ask yourself this kill or keep question when using humor in your copy (It’s the emergency brake that stops a joke from blowing up in your face)
(25:39) Adam’s ‘lost’ week that led his FIRST client to react: “I would have paid you just for this research let alone the jokes you’re about to write.”
(26:30) How Adam solved complex marketing problems without any background knowledge or formal training in marketing p.s. anyone who watches Netflix can do it
(29:45) Watch for this psychological one-liner method you can use for writing copy that’s so effective your audience sells themselves on your brand and your offer.
(36:48) A strange (and completely counterintuitive) way to succeed in writing ‘funny’ by NEVER trying to write the perfect joke
These show bullets written by copywriter and Copy Chief member, Siobhan – you can learn about working with her right here .
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