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How to Use Humor in Your Direct Mail

How to Use Humor in Your Direct Mail
Not only does April kick off with one of the silliest days of the year, April Fools’ Day, but it’s also National Humor Month, and brings the promise of spring sunshine. Needless to say, we are feeling pretty light-hearted and optimistic about this coming month.

In that spirit, we thought we’d offer a twist on the traditional direct mail marketing tips we usually provide, and share a few creative ways your business can use HUMOR in your direct mail!

What can humor do for your direct mail advertising? First, it grabs attention! Using humor can attract the attention of your audience away from other advertising noise. Second, some well-earned laughter can also increase customer’s sense of goodwill towards your product or business. Most importantly, humor helps your direct mail campaign become more memorable.

As with any marketing campaign, you’ll only achieve these goals when you use it strategically. How? Follow these tips:

Know Your Audience
The most important aspect of using humor in your advertising is knowing your audience. Should the general sense of your humor be traditional, edgy, witty or cheesy? What kinds of jokes would your audience find funny? Is there any type of humor they would find offensive? Take all of these questions into account when you inject a little humor into your mailers. All of the benefits of using humor in your marketing won’t amount to any real gains if you can’t connect with your intended audience.

Make it Relevant
It should come as no surprise that the humor you include shouldn’t come out of left field. It has to relate to your business, your products and services, or the offer on the direct mailer. The best humor relates to the specific direct mail campaign that it’s featured on, but a well-crafted campaign can incorporate humor related to your business or industry that can span multiple direct mailers, and create a compelling story arc for your brand.

Use appropriate language
The most important aspect of using humor in advertising is staying away from offensive words or humor, and beyond that, you should also keep the humor brief. When was the last time you laughed at a long, drawn-out joke? Lastly, keep your language positive for the most impact.

Don’t be afraid to think outside the box! Include a clever riddle with an extra discount if the coupon-holder presents the coupon, and has the correct answer. Incorporate a pun, or make your offer the answer to the joke. Get creative!

How do you use humor in your direct mail advertising?



Valpak, one of the leading direct marketing companies in North America, is owned and operated by Cox Target Media, a subsidiary of Atlanta-based Cox Media Group. With nearly 170 franchises throughout the United States and Canada, The Blue Envelope® delivers savings and value to nearly 40 million households each month.
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