I’ve wanted to write this article for over a year, and yet only alluded to the issue for the first time earlier this week. The reason I’ve put it off is the reaction I get whenever I warn clients and friends about employing humor in their writing.
They never want to believe me.
Every good copywriter will tell you to avoid trying to be funny in a written conversion situation, and that’s the gospel truth. No matter how funny you are (or think you are), you’ll hurt your conversions simply because some people won’t get it and they’ll be distracted from the path you’re trying to keep them on.