Back to Playbook

Laugh at Yourself


Increasingly, consumers like companies that take a casual, self-deprecating approach rather than painting themselves as the best thing since sliced bread. Plus, customers are more likely to feel positive about your brand if you make them laugh, and you’ll create a sense of trust with them. Try ad copy such as, “The best coders you can get who work in their pajamas” or “Our coffee has the normal amount of caffeine — and that’s all that matters.”