The Power of Humour in Copywriting: Why Your Brand Should Make People Laugh

The world’s a pretty serious place. So, when it comes to your brand, why not have a little fun? Humour isn’t just for stand-up comedians or office banter. It’s a powerful tool in copywriting—a tool that helps your brand connect, engage, and, most importantly, stick in people’s minds. And yes, I’ve got some science and stats to back that up!

Why Humour is Your Brand’s Secret Weapon

Humour is like that friend who always knows how to break the tension. It creates a connection, makes things more approachable, and turns what could be a dull experience into something people actually enjoy. 

The same thing happens when you infuse humour into your brand’s tone of voice. According to research by Nielsen, people are 47% more likely to remember something when it makes them laugh. 

So, if your brand copy can get a chuckle, your customers are more likely to remember you.

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IKEA and Oatly: Cracking Jokes, Building Brands

Take a look at IKEA. They’ve nailed the art of playful copy. 

From their product names to assembly instructions, they’ve turned the frustration of building flat-pack furniture into an experience that’s both relatable and funny. IKEA’s tone of voice makes the brand feel like that helpful (if slightly cheeky) friend who’s there to guide you through it all.

Oatly is another brand that’s made humour their secret sauce. They’ve mastered the art of being witty and a bit rebellious. 

Their oat milk cartons are filled with clever, tongue-in-cheek messaging like, “It’s like milk, but made for humans.” This isn’t just playful; it’s a brand positioning that makes you think—and laugh. 

And Oatly’s humour has paid off big time, with their revenue skyrocketing from $6 million to $200 million in just five years.

The Science of a Good Laugh

Humour doesn’t just make people smile; it also helps them remember. According to a study from 2018, laughter boosts memory retention. 

So, when your brand’s tone makes someone laugh, you’re not only grabbing their attention—you’re helping them remember your message. And isn’t that the goal?

Humour also triggers endorphins—those lovely little chemicals that make us feel good. So, by using a light, fun tone in your copy, you’re effectively making your audience feel positive about your brand. And we all know that positive feelings lead to brand loyalty.

Words: The True MVP of Branding

Sure, a logo or colour scheme can grab someone’s attention, but it’s the words that give your brand its real personality. 

Think about it: without its quirky tone of voice, IKEA would just be selling furniture. Without its cheeky packaging, Oatly would just be another plant-based drink on the shelf. 

The tone of voice is what transforms these brands into experiences.

A study by MarketingProfs revealed that 80% of consumers are more likely to remember brands with a distinct tone of voice—especially one that’s fun or quirky. 

Why? 

Because humour makes your brand feel like a real person, not just a faceless corporation. And in today’s world, people crave that connection.

More Than Just Laughs

But humour in copywriting isn’t just about making people laugh for the sake of it. It’s about making your brand approachable and memorable. 

It can take complex or dry information and make it engaging. You can turn a basic product description into something that’s a pleasure to read. 

Imagine selling a lamp by saying, “Brighten your life (and your mood).” 

Suddenly, you’re not just selling a lamp—you’re selling an experience. That’s the magic of a well-crafted tone of voice.

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Humour Sells—But It Also Connects

People don’t just buy products; they buy into brands. 

And humour helps your brand stand out from the crowd. It’s not just about telling a joke—it’s about building a relationship with your customers. 

A light, witty tone of voice makes your brand feel more human, more relatable, and ultimately, more likeable.

In the end, humour is more than just a fun add-on to your brand’s copy. It’s a strategic choice that can transform the way people interact with you. 

And if you can make your audience smile (or better yet, laugh), you’re well on your way to building a brand they’ll remember—and love.

So, next time you’re writing for your brand, don’t be afraid to crack a joke or two. After all, words are your brand’s best friend—and a little humour goes a long way.

Your Customer Is Not a Mind Reader: How Strong CTAs Guide Them to Success

Ever been to a website, ready to take action, but felt completely lost about what to do next? That’s because many businesses assume customers will magically know what step to take. Spoiler alert: they won’t. It’s your job to guide them.

 

According to Small Business Trends, only 70% of small business websites have a call-to-action (CTA) on their homepage. Even more surprising, Marketing Experiments found that 47% of sites only feature one lonely CTA. That’s like expecting someone to navigate a maze with zero signs. Not exactly a winning strategy, right?

One Goal, One Clear Path

Your website should have one purpose. Customers need clarity, not confusion. Whether you want them to buy your product, schedule a call, or sign up for a free trial, your entire site should lead them to that action. No detours, no distractions. Imagine you’re their guide, taking them from Point A to Point B without getting lost along the way.

 

The key? Repetition. You’ve got to show them the path multiple times. If your CTA is hidden at the bottom of a page or appears just once, it’s like saying, “Hey, good luck finding this!” Help your customers by repeating the same CTA across your site. It’s not about being pushy; it’s about being helpful. Your customer wants a solution – don’t make them hunt for it.

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Avoid “READ MORE” Like the Plague

Have you ever clicked on “READ MORE” and felt a surge of excitement? Didn’t think so. The problem with “READ MORE” is that it’s dull, vague, and doesn’t motivate anyone to take action. It’s like telling someone, “There’s something here… maybe.”


Instead, your CTAs need to spark curiosity and excitement. Tell them exactly what they’ll get when they click: “Discover how to increase your revenue,” “Claim your free trial now,” or “Find out how to save time.” Think of it like the classic red button that says, “DON’T PRESS.” You just have to know what happens if you do. Your CTAs should create that same irresistible pull.

Guide Them to the Solution

Your customer isn’t a mind reader, and they shouldn’t have to be. They’re looking for a solution, and you have it – but only if you make it easy for them to find. Repeating strong, clear CTAs across your site keeps them on track. And when you replace dull “READ MORE” buttons with enticing messages, you’re guiding them towards a decision that solves their problem.

 

In the end, your customers don’t want to guess what to do – they want to be led. So, give them a clear, exciting path to follow. Their success depends on it… and so does yours.

Empathy and Humour: Your Secret Weapons for Winning Over Customers (Without Being a Sales Robot)

You know that feeling when you’re scrolling through a website or reading an email, and the company sounds like they’re speaking at you instead of to you? It’s like they’ve completely forgotten you’re a human being, and not just a walking wallet. Not exactly a winning strategy, right?

Now, what if I told you the secret to turning all your communication—website copy, social media posts, emails, even how you chat with customers—into something that actually connects with people is simple: empathy and humour. Yep, those two little things can turn “meh” into magic.

Let’s dive into how these game-changers work across all your customer touchpoints, and how you can use them to make your business not just memorable, but downright likeable.

Step One: Show You Get It (Without Being a Know-It-All)

Your customer is probably a little stressed. Whether they’re trying to manage a business, juggle family life, or just figure out why their Wi-Fi keeps cutting out during Teams meetings (seriously, what’s up with that?), they don’t need another generic, sales-y message. They need to feel understood.

Empathy is your superpower here. It’s about showing your customers that you know what they’re dealing with and you’re here to help, not just sell. But please, no need to sound like their therapist. Keep it real, like: “We know finding the right software can feel like trying to fold a fitted sheet—nearly impossible. But we’ve got you covered.”

By acknowledging their struggles in a relatable way, you’re showing them, Hey, we’ve been there too. Let’s make this easier. You’re not just selling a product anymore; you’re offering a solution to a problem that’s been driving them nuts.

Step Two: Empathy Builds Trust (And Makes You Less Sales-y)

Let’s be honest: people trust brands that listen. And when they feel like you’re actually listening to them, you’ve already won half the battle. Empathy creates that magical moment where your customer realises, “Oh, these guys aren’t just trying to make a quick buck—they actually care.”

For example, if you’re selling a to-do list app, don’t just say “it helps you organise tasks.” Yawn. Instead, something like, “We know your to-do list is longer than your supermarket receipt, but we’ve got a tool to make it way less stressful,” hits the right note. It’s funny (ish), relatable, and lets them know you’ve thought about their needs.

Step Three: Humour Makes You Memorable (In a Good Way)

Humour is like the cherry on top of your empathy sundae. It’s what makes your communication not only engaging but also memorable. Plus, it makes you more human. And let’s face it, no one ever complained about doing business with a company that made them laugh.

Picture this: a customer lands on your website and instead of being greeted with, “We offer top-notch solutions for all your business needs,” (snore), they see, “We offer solutions so good, even your printer will stop giving you attitude.” Now you’ve not only made them smile, but you’ve also made them feel something. And guess what? People remember brands that make them feel good.

But humour isn’t about trying to be a stand-up comedian. You don’t want to overdo it. The goal is to sprinkle in humour in a way that feels natural. Think of it like seasoning: just enough to enhance the flavour, but not so much that it overwhelms the dish.

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Step Four: Use Empathy and Humour Everywhere

Now that we know empathy and humour are a dynamic duo, let’s look at how you can sprinkle them across all your customer interactions.

  1. Website Copy: Your website is your digital handshake, so make it count. Instead of bombarding people with jargon or making them feel like they’re about to read a legal document, talk to them like they’re your buddy. “We know you didn’t come here to read a novel—here’s the short version: We’ve got the tools to make your life easier. Ready to dive in?”
  2. Social Media: Social media is your playground. This is where you can really let your personality shine. Keep it light, keep it fun, and show your customers that you’re not just a faceless company. “Raise your hand if you’ve ever signed up for a webinar just for the free swag. Yeah, us too.”
  3. Emails: No one gets excited about opening emails that feel like a to-do list. Add some personality. “Hey, we know your inbox is full of spammy offers and that one newsletter you accidentally signed up for five years ago, so we’ll keep this quick.”

Why It Works (Besides Making You More Fun)

Empathy and humour aren’t just about making people smile (though that’s a nice bonus). They work because people want to do business with real humans—not corporate bots. When you can show customers that you understand their problems and make them laugh while offering a solution, they’re way more likely to stick around.

 

Think of it like this: empathy builds trust, and humour makes you memorable. Together, they create a brand experience that people actually want to engage with—not one they’ll scroll past or delete from their inbox without a second thought.

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