Humour opens wallets.

1 — 

This isn’t a hunch. It’s fact.

2 — 

Back in 2009, a massive meta-analysis of humour and advertising sifted through 38 papers on the subject, written by 57 academics. The total conclusion?

3 — 

Using humour makes people more likely to buy what you sell.

4 — 

The best brands know this. When Snickers launched their funny You’re Not You When You’re Hungry ads, global sales soared by a jaw-dropping 15.9% — in just the first year.

5 — 

So it’s fair to say that, much like the item below, humour’s a great tool.

6 — 

But it helps if you know how to use it.

7 — 

This is where I come in. Hi.

8 — 

I run a humour consultancy, helping brands like WPP, Harley-Davidson and Epson use humour effectively in their communications.

9 — 

“What Paddy Gilmore doesn’t know about humour and advertising, frankly, isn’t worth knowing,” says John Lyon of Harley-Davidson.

10 —

Cheers, John.

11 —

I can make your boring white papers funny (examples here), train you or your team, or develop a distinctive humour strategy for your brand.

12 — 

I use humour science, as well as what I’ve learnt from 20 years in advertising. You benefit from a methodology that draws deeply on marketing, neuroscience and psychology. In short: you get empirical evidence and no fluffy nonsense.

13 —

But your biggest benefit?

14 —

You read it above. Humour opens your customers’ wallets.