How To Save A Buck On Your Marketing

Michael Hume - Word Play logo

April, 2022 * Volume II, Number 4

Dear Recessed Reader,

April showers may bring May flowers. It’s a tried-and-true scientific fact. But the END of April brings you this, the latest edition of your favorite news-free newsletter, Word PLAY!

Are you partial to dessert? If so, you’ll want to read further for important details on how your pie and/or ice cream can be protected in the coming financial crisis, if any.


Joking aside, THANK YOU for reading, 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

Michael D. Hume, M.S.
Senior Author and Chief Econometrician
Firewords Creative Copy

Meanwhile, in this edition of Word PLAY...

How To Save A Buck On Your Marketing

Word PLAY… Playful Monthly Commentary
On Persuasive Copy For YOUR Business

Everybody says there’s a recession headed our way like a money-"borrowing" teenager.

Actually, not everybody thinks there’s a recession coming. For example, your main competitor, Brand X, is pouring so much money into their marketing you’d think they were predicting fat happy times ahead. Also, that they don’t have teenagers.

But just how long can they keep it up?

The current rate of inflation alone suggests we’re in for some tough economic times, and you know what that means: no dessert.

Business owners will also have to make some hard choices. Unfortunately for many – particularly for marketing geniuses like myself – one of the first things to go is often the marketing and advertising budget.

Here’s the good news for soon-to-be-struggling business owners: I know a way you can spend LESS on marketing than Brand X spends, and get the same or better results.

Put your personality into your marketing copy!

Now, if you have no personality – or, worse, if the personality you have is somewhat dreadful – this won’t work for you. But if you are a fun, upbeat, optimistic business owner with a great sense of humor, you should put fun, optimistic HUME-or into your marketing material.

That’s right. Brand X will not be able to keep up with you, because while they can copy your products, your services, your prices, and your logo… they will never be able to copy your personality!

More to the economic point, you will be able to spend less on your marketing than your competitors spend, because people will actually open and read your messages – at a 50% higher rate, as some studies suggest.

Yes, for every two humorless bargain-seeking prospects who read your competitor’s tripe, fully THREE fun, upbeat, optimistic, great-to-work-with prospects will read YOUR lightly-HUME-orous marketing copy.

So think about that, when money starts to get a bit tight. You can call up a crafty humor-marketing writer and make your copy much more cost-effective than the bilious word salad Brand X offers their unfortunate readers.

Saving dollars makes cents! Or something like that!

And HUME-orous copy can actually save you money.

Key Take-Aways From This Edition

  • You will soon have to go without dessert.
  • That’s okay, you’ll lose weight, and that seems to be the MAIN thing everybody wants to do these days.
  • When your marketing copy is lightly-humorous, you can still make great points about how much better your business is than Brand X’s, but your customers and prospects will actually read your stuff.
  • That’s great, because Brand X’s email campaigns are only read by humorless bargain-seeking people, which means they have to keep pumping out ad dollars AND offering humorless bargains YOU don’t have to offer.

These are great Key Take-Aways, no doubt. But as far as YOU know, next month’s edition of Word PLAY! will contain Take-Aways SO Key, you’d be a fool not to read them! And they’re only a month away.


Discussion Questions

  1. 1
    Which dessert is the ONE you can't live without?
  2. 2
    Create a pie chart which illustrates your preference for various desserts. Extra credit if the biggest slice of the pie is actually pie
  3. 3
    When money’s tight, and you need to squeeze every bit of value out of your marketing dollars, doesn’t it make sense to make your copy enjoyable with a little light HUME-or?

Send your answers to 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 team of dessert chefs and nouveau-riche teenagers. Top prize this month may or may not be an all-expenses paid trip to the next recession. Economic forecasters are disqualified, but they’re always wrong anyway, so they won’t be missed. Deadline is a mystical spiritual construct with no earthly meaning. Boring, lackluster, or unimaginative entries will have no chance of winning, and may be read aloud to eye-rolling, gum-popping, potty-mouthed, money grubbing teenagers who will post them on social media for all to ridicule. Who wants a thing like that to happen to them? Send us your best work. Good luck!)

Last Month’s Grand Prize Winner: Virgil H. from Oklahoma City had the pithiest response to last month’s edition, which really made his entry stand out from all the adoring readers who can’t resist sending long, gushing, fawning replies. Good work, Virgil! Call to claim your prize, if any.

Not yet subscribed to Word PLAY? (HORRORS!)

I write HUME-orous marketing copy for happy clients who take their professions very seriously… but whose customers like and trust them because they don’t take themselves too seriously. Want more info? Get in touch…

Call me: (303) 478-8702
Email me:
Investigate me:
Bring a chilled dessert: 195 South Rancho Vista Drive, Pueblo West, CO 81007

Hey, would you mind doing me a quick favor? Forward Word PLAY to someone you know who could use a monthly laugh and/or some extremely brilliant insights on marketing copy! If your friend subscribes, both of you get Word PLAY every month... for FREE!

Copyright 2022 by Michael D. Hume, M.S. All rights reserved.
Word PLAY! can be served hot or cold, along with your favorite beverage
FireWords Creative Copy, 195 South Rancho Vista Drive , Pueblo West, CO 81007, United States

Michael D. Hume, M.S.

Michael Hume is a freelance writer, singer, and songwriter, and author of The 95th Christmas. He's an honor graduate of the Defense Information School, and holds an M.S. from the University of Colorado School of Business. Michael is the author of hundreds of online articles, including the popular series Great Leadership Requires Inspiration, The Conscience of a Restorationist, Appreciate Your Adversaries, and Take Care of Your Business.

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