The document discusses how humor can be effectively integrated into B2B marketing to resonate with audiences, featuring insights from Lianna Patch and her three rules for conversion: knowing your audience, being heartfelt, and focusing on design. It highlights examples of companies like Intel and Wistia successfully employing humor in their content to enhance engagement. Ultimately, it encourages marketers to have fun and connect genuinely with their audience.

1. How to Resonate
With Humor

2. Hey, recognize this guy?

3. That’s Michael Dubin,
co-founder of
Dollar Shave Club.

4. That’s Michael Dubin,
co-founder of
Dollar Shave Club.
He starred in one of the
funniest ad campaigns
in recent memory.

5. Okay, now what about her?

6. That’s Lianna Patch,
owner of
Punchline Conversion Copy.

7. She specializes in both
sassand SaaS.
That’s Lianna Patch,
owner of
Punchline Conversion Copy.

8. Now, what do these two have in common?

9. Now, what do these two have in common?
They both create
killer content
that resonates.

10. Now, what do these two have in common?
They both create
killer content
that resonates.
How do they
do it?

11. With Humor.

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. Lianna Patch’s 3 Rules for
Converting with Humor

14. Lianna Patch’s 3 Rules for
Converting with Humor
1. Do your research and know your audience

15. Lianna Patch’s 3 Rules for
Converting with Humor
1. Do your research and know your audience
2. Be heartfelt and intuitive

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. There’s a reason B2B marketing
has earned the nickname
“boring-to-boring.”

18. It can
put you
right to
sleep.

19. It can
put you
right to
sleep.
(But it doesn’t have to be that way!)

20. So, here are some more companies
taking B2B from this…

21. So, here are some more companies
taking B2B from this…
… to this

22. So, here are some more companies
taking B2B from this…
… to this
(he’s laughing, trust us.)

23. Intel

24. Intel
• This post isn’t promoting
anything – just providing
some laughs for social
browsers.

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. • 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. ConversionXL Blog

28. ConversionXL Blog
• This example demonstrates
how most of us really feel,
and speaks to us in a more
relatable language.

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. 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. Wistia

32. Wistia
• Wistia crushes both
its email outreach…

33. Wistia
… AND its video
production
• Wistia crushes both
its email outreach…

34. So, what does this all mean for
YOU?

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. 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. 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. People are just people like you.
- Regina Spektor, “Ghost of a Corporate Future”

39. Have Fun With It
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