June 24, 2013

Do Funny Ads Work?

I've often wondered. Apparently, so have a few other people.

From the Atlantic:

John Caples, the legend in direct-response advertising who wrote the famous "They laughed when ..." ads, had strong feelings how to sell stuff with jokes. And his feelings boiled down to this: Stop trying to be funny. "You can entertain a million people and not sell one of them," he said. "There is not a single humorous line in two of the most influential books in the world, namely, the Bible and the Sears Roebuck catalog."