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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
sassand 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.”
- Lian...
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 audience
2. Be heartfelt and intuitive
Lianna Patch’s 3 Rules for
Converting with Humor
1. Do your research and know your audience
2. Be heartfelt and intuitive
...
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
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,
aw...
• This post isn’t promoting
anything – just providing
some laughs for social
browsers.
• It’s a very top-of-the-funnel,
aw...
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.
•...
ConversionXL Blog
• This example demonstrates
how most of us really feel,
and speaks to us in a more
relatable language.
•...
Wistia
Wistia
• Wistia crushes both
its email outreach…
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 peop...
Have Fun With It
• When creating B2B content, it’s easy to lose sight of the abstract “leads” and
“prospects” as just peop...
Have Fun With It
• When creating B2B content, it’s easy to lose sight of the abstract “leads” and
“prospects” as just peop...
People are just people like you.
- Regina Spektor, “Ghost of a Corporate Future”
Have Fun With It
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Using Humor to Create Content That Resonates

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So many marketing strategies these days are robotic and monotonous – it’s important to remember that the people to whom you’re reaching out are also people, just like us. People like to laugh, so are you delivering with humorous content? Check out some of the companies that are creating funny content that resonates, and learn how they can help you find your funny bone.

Published in: Business
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Using Humor to Create Content That Resonates

  1. 1. How to Resonate With Humor
  2. 2. Hey, recognize this guy?
  3. 3. That’s Michael Dubin, co-founder of Dollar Shave Club.
  4. 4. That’s Michael Dubin, co-founder of Dollar Shave Club. He starred in one of the funniest ad campaigns in recent memory.
  5. 5. Okay, now what about her?
  6. 6. That’s Lianna Patch, owner of Punchline Conversion Copy.
  7. 7. She specializes in both sassand SaaS. That’s Lianna Patch, owner of Punchline Conversion Copy.
  8. 8. Now, what do these two have in common?
  9. 9. Now, what do these two have in common? They both create killer content that resonates.
  10. 10. Now, what do these two have in common? They both create killer content that resonates. How do they do it?
  11. 11. With Humor.
  12. 12. 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
  13. 13. Lianna Patch’s 3 Rules for Converting with Humor
  14. 14. Lianna Patch’s 3 Rules for Converting with Humor 1. Do your research and know your audience
  15. 15. Lianna Patch’s 3 Rules for Converting with Humor 1. Do your research and know your audience 2. Be heartfelt and intuitive
  16. 16. Lianna Patch’s 3 Rules for Converting with Humor 1. Do your research and know your audience 2. Be heartfelt and intuitive 3. Don’t forget about design – Make your content look good
  17. 17. There’s a reason B2B marketing has earned the nickname “boring-to-boring.”
  18. 18. It can put you right to sleep.
  19. 19. It can put you right to sleep. (But it doesn’t have to be that way!)
  20. 20. So, here are some more companies taking B2B from this…
  21. 21. So, here are some more companies taking B2B from this… … to this
  22. 22. So, here are some more companies taking B2B from this… … to this (he’s laughing, trust us.)
  23. 23. Intel
  24. 24. Intel • This post isn’t promoting anything – just providing some laughs for social browsers.
  25. 25. • 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
  26. 26. • 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
  27. 27. ConversionXL Blog
  28. 28. ConversionXL Blog • This example demonstrates how most of us really feel, and speaks to us in a more relatable language.
  29. 29. 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.
  30. 30. 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.
  31. 31. Wistia
  32. 32. Wistia • Wistia crushes both its email outreach…
  33. 33. Wistia … AND its video production • Wistia crushes both its email outreach…
  34. 34. So, what does this all mean for YOU?
  35. 35. 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.
  36. 36. 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.
  37. 37. 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!
  38. 38. People are just people like you. - Regina Spektor, “Ghost of a Corporate Future”
  39. 39. Have Fun With It Subscribe to the SnapApp Blog!

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