The Best Secret Weapon For Copy: Know How To Add Targeted Humor

Professional copywriting often aims to create a balance between informative and engaging. But sprinkling in a bit of humor in your writing can elevate your copy from simply engaging to memorable. When done right, humor can disarm your audience, build trust, and make your message stick. However, the key to successful humor isn’t just cracking jokes—it’s about using humor with relatability.

Humor thrives on shared experiences. When your audience can see themselves in the situation you describe, they’re far more likely to laugh and feel a connection with your brand. Relatable humor works because it validates your audience’s feelings, experiences, or challenges—all while making light of them in a way that feels approachable.

When I first started blogging, I would write about different local events, throwing in loads of personality for relatability. As a person who jokes frequently, I made it a point to be as transparent about who I am. That is someone who finds humor in everything, and my audience knows it.

Here’s an example:

• Without humor: “Managing your social media can be time-consuming.”
• With relatable humor: “Running your social media feels a bit like babysitting—except the ‘kids’ are constantly hungry for content and cry when their posts don’t get enough likes.”

The second version doesn’t just tell your audience that managing social media is hard; it pokes fun at the shared frustration, creating a moment of connection.

To nail humor with relatability, follow these steps:

Relatable humor only works if you truly understand your audience’s pain points, aspirations, and quirks. What challenges do they face daily? What are their guilty pleasures, or pet peeves? Build an audience persona and keep these traits in mind as you craft your copy.

Example:

• If you’re writing for small business owners, you might say: “You started your business to chase your passion, not to wrestle with spreadsheets that somehow have more tabs than your browser.”

This works because most entrepreneurs may be annoyed with the monotonous admin side of running a business, making the joke land effectively. Without understanding your audience, the joke may not connect with them, leaving them confused and less likely to return to your site.

Relatability comes from everyday experiences. Think about common, universal scenarios your audience might encounter—like struggling with technology, dealing with a hectic schedule, or navigating awkward social interactions.

Example:

• For a time management app: “Our app makes scheduling your day so simple, you’ll stop pretending to know what time zones are.”

This taps into a shared frustration with time zones while gently highlighting the app’s benefit.

Brands that don’t take themselves too seriously often win over audiences. Acknowledge the obvious truths about your product, service, or industry and make light of them.

Example:

• A mattress company might say: “We could write a 10,000-word essay on the science of better sleep, but we know you’d rather just get a good nap in.”

This approach works because it’s honest about what the audience truly wants while showing your brand’s human side.

Analogies are a goldmine for humor, especially when they involve a situation your audience knows well. For users who aren’t as good with their words, using analogies may provide a better understanding. The key is to take an everyday comparison and exaggerate it just enough to be funny.

Example:

• For a project management tool: “Keeping your team organized without our software is like herding cats—except the cats have deadlines, opinions, and too many Slack channels.”

By exaggerating the chaos, you bring a touch of levity to a real-world problem.

Hyperbole—or exaggeration—is one of the easiest ways to add humor. It’s effective because it stretches a relatable truth just far enough to be funny without going overboard.

Example:

• For a coffee subscription service: “Say goodbye to the days of staring into your empty coffee canister like it’s the saddest thing you’ve ever seen. We’ve got you covered.”

The exaggeration makes it humorous while still focusing on the customer’s needs.

Sometimes, directly acknowledging your role as the writer or the marketing process itself can make your audience laugh. It’s a subtle way of saying, “Hey, we’re all in on the joke.” As someone with an acting background, I love this little quip to add originality to make my brand more recognizable and unique.

Example:

• In an email: “This is the part where we tell you about our amazing sale and how it’ll change your life forever. But honestly, it’s just a really good deal, and we think you’ll like it.”

This disarms the reader, makes your brand approachable, and builds trust.

Some of the best brands in the world use relatable humor to connect with their audiences. Here are a few examples:

Slack’s copy often highlights the daily struggles of office life with a humorous twist.

• Example: “Finally, a way to communicate with your team that doesn’t involve shouting across the office or sending passive-aggressive emails.”

Slack’s humor works because it captures real workplace pain points in a funny, non-threatening way.

Dollar Shave Club’s viral marketing leans heavily on relatability.

• Example: “Our blades are f***ing great.”
• Their ads poke fun at overpriced razors, highlighting everyday frustrations with a witty edge.

Wendy’s social media team is famous for its sassy, relatable humor.

• Example (tweet): “Our secret ingredient is…no secrets. Just quality beef.”

Their approach feels authentic and human, making their brand stand out in the competitive fast-food industry.

While humor can elevate your copy, there are a few pitfalls to watch out for:

1. Don’t Alienate Your Audience 

• Make sure your humor is inclusive and doesn’t mock or offend your target audience.

2. Avoid Overdoing It 

• A little humor goes a long way. Too much, and your message may lose its professional tone. This might make you lose credibility in your content and decrease engagement.

3. Stay On-Brand 

• Ensure the humor aligns with your brand voice. For example, a law firm’s humor will differ significantly from a food delivery app’s humor.

4. Test the Waters 

• If you’re unsure about a joke, test it with a small audience before rolling it out to your full customer base.

Adding humor to professional copy doesn’t mean you need to turn into a stand-up comedian. Instead, focus on relatability—tapping into the shared experiences, frustrations, and joys of your audience. When your audience feels seen and understood, they’re more likely to engage with your message and remember your brand.

So, the next time you’re crafting copy, ask yourself: “What’s the one thing my audience and I can laugh about together?” Then, let that shared moment of levity shine through your words.

Because, let’s face it, the world could always use a little more humor—especially the kind that makes us all say, “Yep, I’ve been there.”