Fun copy isn’t about loading up on puns, overdoing the jokes and crowbarring a silly one-liner at the end of a sentence.
Fun copy is copy that has personality and resonates with your audience.
You could be a kids’ brand, an event organiser, or an accounting firm, it doesn’t matter.
Fun copy can be used by anyone (even royal palaces, like Hampton Court Palace).
At its core, it’s copy that makes people smile, nod along and feel moved enough to read what you’re telling them, then take action.
7 examples that show you how to write fun copy
There are lots of different ways to write in a fun, chatty way, so let’s look at seven of them:
One. Get rid of bland wording and make it sound bouncy and bright
Let’s start with me (don’t worry, the other six aren’t me). I could say something like:
“I write words that get you more sales.“
Yes, it’s clear, but it’s also boring.
Every writer says that.
I don’t.
I say:
And I evoke memories about your words, giving your audience the same burst of jot you felt the first time you chucked Fizz Whiz in your gob as a kid.
It brings the copy alive, it’s bright and bouncy and just a lot more fun and human.
And it’s the perfect example of how to write fun copy (even if I do say so myself – wahaha!)
Two. Do stuff people don’t expect
Lead your audience down one path, then – BHAM! – surprise ’em with a twist. This technique keeps your copy fresh and engaging.
Example: Old Spice’s “The Man Your Man Could Smell Like” campaign turned traditional masculinity on its head with absurd humour. The line “Look at your man, now back at me, now back at your man, now back at me” has become pretty iconic.
Image: Old Spice
As has the ad, with sentences like, “You’re on a boat with the man your man could smell like. What’s in your hand, back at me. I have it, it’s an oyster with two tickets to that thing you love.”
You just didn’t expect this level of humour to come from Old Spice, which was almost a joke and only worn by your 90-year-old grandad at the time. This ad brought their product to a whole new generation and won them over by doing something completely unexpected.
Three. Celebrate the bloomin’ boring
Ordinary moments are a goldmine for humour. Something that’s not interesting can be turned into something that’ll make people chuckle.
There’s always room for fun.
Example: Cards Against Humanity’s “Retail Product” pack includes 20 cards about mundane topics, such as fluorescent lighting and shopping carts. The product descriptions are hilarious, with this one stating: “We wrote these cards for an unnamed big-box store and printed way too many. Help us get rid of them, please.” and “Includes a special instant $1 rebate“.
Image: Cards Against Humanity
It makes something that sounds dead boring into something you’re ridiculously curious enough about to actually buy!
Four. Use humour without sounding like a clown
Being funny should enhance your message, not overshadow it.
Example: KFC’s “FCK” campaign turned a supply chain disaster into something people will never forget. When the chicken chain ran out of chicken and had to close every UK location, they rearranged their famous bucket logo to spell “FCK” with the simple headline: “We’re Sorry.”
Image: KFC
Berating themselves showed KFC didn’t take itself too seriously, making customers more forgiving.
It went viral.
Everyone loved it.
Oh, and the website address slug of “crossed-the-road’ at the bottom of the ad – genius.
For more on short copy, read my post, 7 Ways to Master Short Copy.
Five. Even serious brands can be fun
You don’t have to be a quirky startup to write fun copy, which is what I try to get across in my marketing. Even banks and insurance companies can stuff a load of personality into their messaging.
Don’t believe me?
Example: SwissLife Insurance use humour to engage its audience. One of their ads featured the line: “I love my house now belongs to my ex-wife“, playing on the complexities of life insurance decisions.
Image: SwissLife Insurance
They regularly fuse two sentences, like “I never want children” and “children are great“.
All their ads follow this theme, and people love them because they make a serious subject accessible to everyone.
For more information about Swiss Life Insurance and fun ad campaigns, have a gander at my blog, Funny Copywriting: How to Create Funny Marketing Campaigns.
Six. Don’t forget microcopy
What’s microcopy?
Oh, you know, it’s those tiny bits of text you find on buttons, in the T&Cs, email submission copy and on the underside of packaging, stuff like that.
Example: Popcorn Shed does this brilliantly on the underside of their popcorn packs with copy like “There’s nothing corn-y about recycling“, in the recycling section. Or, for their Chocolate Trio Bunny Mix Easter Popcorn, “No bunny business” and “Watch out for bunny poop!” (not pictured).
Little bits of fun copy like this always get photographed and shared online.
The result: free advertising!
Seven. Make a show of yourself!
Your copy should have rhythm, so read it out loud.
Does it make you smile?
Does it bounce along nicely?
Is it easy to understand?
If not, tweak it ’til it does.
Example: Liquid Death, a canned water brand, uses dark humour to stand out. Their campaigns often feature edgy copy like “Murder Your Thirst“, combining shock value with a memorable brand voice.
Image: Liquid Death
It trips off your tongue. Going with “Murdering everyone’s thirst” wouldn’t work as well, so it’s essential to read it out loud to make sure it translates well when spoken.
Why should you bother with fun copy?
Fun copy:
- Grabs people by the nadgers (even those who don’t have any)
- Makes your brand human
- Makes reading your stuff enjoyable
People don’t want jargon.
They want something easy to read.
Even in the most serious industries, a fun tone of voice can make your brand memorable.
Now you know how to write fun copy
So don’t be afraid to give it a go.
But if it’s not for you (and I understand why), then maybe consider hiring me to do it for you?
Get in touch and let’s have a chinwag.
Until next time,
Matt
