Don’t Try Any Funny Stuff
May, 2021 * Volume I, Number 5
Dear Shrewd Reader,
This edition of your favorite news-free newsletter, Word PLAY, is finally here, and you’ll find it in this edition.
You’re about to learn time-tested secrets that explain just about everything you’re wondering about, if all you’re wondering about is what level of funny is JUST right for your firm’s marketing copy.
Joking aside, THANK YOU for reading… for not opting out just yet… and for making Firewords Creative Copy your go-to source for the words that win and the funny that makes money. I am humbled by your support, and seriously grateful for your business.
Michael D. Hume, M.S.
Senior Author and Clown Car Driver
Firewords Creative Copy
Meanwhile, in this edition of Word PLAY...
Don't Try Any Funny Stuff
(Unless You Can Do It JUST Right)
Word PLAY… Playful Monthly Commentary
On Persuasive Copy For YOUR Business
As a shrewd marketer or business owner, you know only too well that nothing makes money like funny.
Make your marketing copy fun to read, and readers will read it. Not only that, they’ll be predisposed to like you – which is only a hop, skip, and pratfall away from trusting you enough to buy what you’re selling.
But when it comes to actually sitting down and writing mildly-amusing marketing copy, many writers are in real danger of messing it up.
And even if you don’t mess it up yourself, the committee of stiff-suit-wearing editors who review copy at some firms will certainly get it as messed-up as a soup sandwich by the time they’re finished taking out everything “inappropriate.” (Meaning, everything fun to read.)
I’m reminded of the movie Good Morning, Vietnam in which Robin Williams portrayed a truly funny disc jockey on Armed Forces Radio who used his prodigious talent to distract soldiers who were trying to live through the horrors of war. His funny stuff was super effective in building troop morale.
However, just like that Stiff Suit Committee at some companies, Williams’ character was “reined in” by a character named “Lieutenant Steve,” who insisted that Robin’s over-the-top antics were not appropriate (no matter how effective they were), and took over the show himself.
“Funny is good,” Lt. Steve said, “but only if you can do it with comedy.” Or something like that. “Here, let me show you.”
If you’ve seen the movie, you know what happened next; if you didn’t, you can probably guess. The phone lines to the Saigon radio station, which would light up whenever Robin Williams did his genius funny stuff, were silent under the iron-fisted “army comedy” of Lt. Steve.
Nobody called in. Nobody listened. Nobody cared.
Turns out, Lt. Steve just wasn’t very funny. He tried, Lord help him… but he just didn’t have the knack.
So you shouldn’t let Lt. Steve write your newsletter, blog articles, or email campaigns.
There’s a correct level of “funny” which is perfect for your readers; see if you can identify that level in this single-question pop quiz. Is it:
If you answered “C,” well, you are as shrewd as I always thought you’d be.
Try funny stuff – and get it wrong – and nobody will call in. Nobody will listen. Nobody will care.
Nobody will buy!
It’s best to go with a professional writer of funny marketing content. Why? Because a pro will have the talent to combine persuasive sales copy with just the RIGHT amount of amusement to put you firmly in the “Likeable, Probably Trustworthy” category in your readers’ minds.
Do that with a newsletter or periodic blog post, and you’ll refresh that spot in your ideal prospects’ minds on a regular basis, once or twice every month… and then, when they’re ready to buy what you’re offering, you’ll be the first call on their list.
So find a writer who’s honed these funny-copy chops over years of trial and error and having to actually write stuff for the Army, thereby learning the difference between truly funny stuff and “army comedy.”
I know a guy!
But you may have to run it by your Stiff Suit Committee first. I think that’s where a Vietnam veteran named Steve is working these days.
So good luck with that.
Key Take-Aways From This Edition
You’ll get more amazing marketing wisdom from next month’s news-free edition of Word PLAY!
- 1Have you ever laughed at someone in a stiff suit – but not for reasons they’d like?
- 2Was it because they took themselves WAY too seriously?
- 3Would you like to be a hop, skip, and pratfall away from being the ONE company in a competitive market seen as instantly likeable by your ideal prospects?
Send your answers to email@example.com... The most creative, inspirational response will be eligible to win a PRIZE! *
(* Prize is at the sole discretion of Michael Hume, his heirs and assigns, and a small-but-lively focus group of judges who don’t own any clothing more formal than t-shirts and flip-flops. Grand prize is equivalent to, or greater than, or less than, a t-shirt and a pair of flip-flops. Veterans will be given preferential treatment, because thank you for your service, but entries from veterans who can produce nothing more fun-to-read than army comedy will be quickly sprayed with funitizer as soon as funitizer is back in stock. Offer void. See details. Blah blah blah. Insert standard disclaimer stuff here, but first spray it with industrial-strength funitizer. Deadline is… oops! There it went. But we’d love your entry anyway, and we’ll keep the competition open for you. Boring, lackluster, or unimaginative entries will be given a buzz-cut, dressed in a stiff suit, and snickered at for all the wrong reasons. Best of luck!)
Last Month’s Grand Prize Winner: Stephan H. won with this: “Another well, done newsletter!” I’m sure he absolutely meant to put that comma where he put it, indicating that last month’s newsletter was, well, DONE, and that was the most he could say for it. No offense taken… I couldn’t have put it better. Call to claim your prize! And thanks for entering! It’s great that somebody calls. Somebody listens. Somebody cares.
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I write HUME-orous marketing copy for happy clients who take their professions very seriously… but whose customers like and trust them because they (the clients) don’t take themselves too seriously. Want more info? Get in touch…
Call me: (303) 478-8702
Email me: firstname.lastname@example.org
Investigate me: FirewordsMedia.com
Check out my Army Comedy Medal: 195 South Rancho Vista Drive, Pueblo West, CO 81007
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Copyright 2021 by Michael D. Hume, M.S. All rights reserved.
Word Play is wet when slippery
FireWords Creative Copy, 195 South Rancho Vista Drive , Pueblo West, CO 81007, United States