Have you ever wondered how to strike the perfect balance between humor and clarity in your copy?

I just did, for the past 20 hours I spent writing a homepage for a client.

It’s a really cool, but also somewhat scary experiment.

We’re writing fun copy – in the enterprise SaaS industry!

It almost sounds like blasphemy.

Anyway, today we’re exploring the ins and outs of using humor in your copy, particularly in those pesky CTAs.

First, let’s talk about the pros:

• Builds rapport: A well-placed joke can create a sense of connection between you and your audience.
• Grabs attention: Humor stands out and can make your copy memorable.
• Relieves tension: A little laughter can put your audience at ease, making them more receptive to your message.

Now, here’s the flip side – the dangers of using humor:

• Misinterpretation: What’s funny to one person may offend or confuse another.
• Distraction: Overusing humor can overshadow your main message.
• Lack of clarity: the funnier the copy, the less clear it might be.

So, how can you walk the fine line between humor and clarity?

First, consider your brand’s voice. If your brand is already lighthearted, infusing humor into your copy will feel natural. If your brand is more serious, use humor sparingly, and ensure it aligns with your overall tone.

Next, think about your audience’s awareness. A less aware audience might need clearer, more straightforward copy, while a more aware audience can appreciate the wit.

Here’s how I would go about it, step by step:

1. Test the waters: Use humor in non-essential parts of your copy first, and gauge audience reactions. If it’s well-received, try incorporating it into your CTAs.
2. Less is more: Be judicious with your humor. A well-placed quip is more impactful than a string of jokes.
3. Prioritize clarity: Ensure your CTA remains clear, even with humor. If it’s unclear, rework it until the message is unmistakable.
4. Know your audience: Tailor your humor to your target audience’s preferences, and avoid potentially controversial topics.

Humor can be a powerful tool in your copywriting arsenal, but it should never come at the cost of clarity.

With the right balance between being funny and being clear, you can create engaging, memorable, and high-converting copy that resonates with your audience.

P.S. Need help either on a full copy project or 1 on 1? I’m currently booked out until end of May, but you can get in touch. I’d love to help you if I can.

Quote and reflection of the day:

“People try to get away from it all—to the country, to the beach, to the mountains. You always wish that you could too. Which is idiotic: you can get away from it anytime you like. By going within. Nowhere you can go is more peaceful—more free of interruptions—than your own soul.”

• Marcus Aurelius, Meditations

You can find stillness and temperance by going within. But you can also go within to run away from what life throws at you. Pay attention to your reasons for seeking introspection. Do it intentionally, not reactively.