The best products to sell using humor tend to be those that consumers have to think the least about. Products that are relatively inexpensive, and often consumable, can be represented without providing a lot of facts, and that's where there's room for humor. Candy, food, alcohol, tobacco and toys/entertainment related products have proven to benefit the most from humor in their campaigns. One of the major keys to a successful humorous campaign is variety, once a commercial starts to wear out there's no saving it without some variation on the concept. Another point to consider when using humor in advertising is that different things are funny to different people.

The best advice on using humor in ads that I can give you is this. Humor in itself is subjective but for the most part if it's funny they'll laugh, and if they don't get it, even if you think it's a real knee slapper, it's time to try another approach. Another tricky part about putting humor in ads is that it takes more time to establish the bit, which means you have less time for the rest of the copy. I've written thousands of ads most containing humor but even I don't know for sure how well they will be received once they hit the airwaves. One of the most successful ways of creating clever ads is to add humor.

It takes talent and skill to write humor and unfortunately, this has not deterred many from trying. That's because humor in radio requires the timing be perfect, much like the way a standup comedian tells jokes which means even less copy than normal is needed. However, unless you've been on the radio a long time, I would suggest sticking with the sixty second format for awhile, at least until you feel you've established your brand. Some radio stations are now selling thirty second spots which is fine if you can get your message across in that limited time frame. This will keep your message fresh while giving you the opportunity to present different features in each spot.

Don't try humor - it ain't funny Remember the main reason to advertise, WIIFM, What's In It for Me, that's what they want to know. Instead, ask them to create several that will rotate on the air. Heck, if you can say the entire Lord's Prayer in 20 seconds, you can sure sell your benefits in 30. Make two 30s and get more exposure and save more money. Too many radio people take you literally when you tell them what you want in your commercial and try to get it all in one ad.

For instance, if your product relates to humor find publishers that distribute humor ezines. Here's one of the fastest ways to find the right ezines. So, you must be willing to try different headlines and revise ad copy if necessary. Every experienced marketer knows you must work at constantly improving various aspects of your business. Find ezines that cater to an audience interested in your marketing area.

You don't have to be cute, use lame humor, two voices or loud music to do that. Tell 'em to trade the cutsey stuff for real substance. Coordinate your radio with your other advertising and you can benefit from the power of electronic word of mouth, radio. There is no need to spend a bundle to have 3 friends say I heard you on the radio or I saw your mug on the billboard. For more about advertising get my article Cable Ads 5 Bucks Send a blank eMail to the MailTo.

If I'm getting bored, I throw boredom against the wall and suddenly there is a humorous side that begins to appear. If I don't need humor, I throw it up against the wall and a new perspective opens up. We came up with a simple line that appealed and spoke to both. Creativity is not something I pull out of thin air. There is a process that I trust will lead me to something spectacular.

It's 60% freelance written and pays between $50 -$2500 for articles, essays, book excerpts, humor, personal experiences and opinion pieces. They also have hundreds of high quality magazines to chose from - it's amazing really. Don't abandon what you know to work either Writer's Market currently has a list of 550 paying trade markets listed with contact information, rate of pay and a description of the types of submissions accepted and there are many others only a mouse click away. They literally have hundreds of free publications. Free Magazine Trade Source is one of the most comprehensive sites for you to subscribe to trade magazines that you would like to target for article publication.

I have found that humor, when done well, can be very effective. It's always amazed me how some companies will devote so much time and money into making sure their radio buy is right but devote so little time to the message itself. Sure, they're on the airwaves alot, but are the listeners paying attention? Without an effective ear-grabbing ad, it's money down the drain. That's why it would be wise to let a professional write and produce your spot. The radio stations may even volunteer to do this for you for free but remember, you get what you pay for.

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