Southwick Online

Category: Advertising

Humor in Advertising

Example of a Direct Mail Campaign for Whisky

Although writing humor is difficult, if accomplished, it can evoke an emotional response – the goal of all advertising.

Humorous advertising is the most difficult to create successfully. In literature too, humor is known as the most difficult genre to master. This is because of its subjective nature. What is funny to one person may not be funny to another. But when the right balance is found, humor strikes a resonant chord in the human heart and this makes it memorable. It evokes the emotional response to all forms of advertising aim for.

The direct mail campaign for McDowell’s just launched whiskey – Sir Bedivere’s Cask made recipients laugh and elicited enthusiastic responses, sometimes in broken English!

An eminent theatre personality wrote in, requesting the client to congratulate the copywriter. Even those who hadn’t heard about King Arthur and his knights had found the mailers interesting. And yet the account team had been worried about the target audience lack of knowledge regarding Sir Bedivere who was one of King Arthur’s Knights of the Round Table.

The writer, however, was convinced that advertising can also serve to educate and inform.

The cover letter told the recipients that the president of the company had come across some interesting ancient manuscripts while hunting for a befitting name for his new brand of whiskey: a couple of letters from Sir Bedivere to Lancelot. The p.s. (postscript) in the letter explained the phrase Champion of the Whistle‘ as the person who could hold out longest in a drinking bout.

A Humorous Sales Letter for a Whisky

“Dear Lancelot, what ho!

What a fitting name you have, old friend! You lance a lot, making many a brave knight bite the dust. And you also drink a lot.

Which reminds me of my wine cask. When you return from your Quest

for the Holy Grail, be my guest.

Many a time you have come to the end of my wine cask only to find more wine. You called it The Cornucopia.

I’m writing to you because I wish to apologize for waking you up in the odd hours of the night to save a damsel in distress. You see, for lack of water, I had to dowse you with my wine. And I wouldn’t call it a waste. But old friend, Lancelot, I meant you no ill will. So let’s have The Champion of the Whistle bout again and I’ll know you have forgiven me.

I end here,

Your friend, Bedivere.

P.S: I have this strange feeling that I’m going to make history!”

Second Direct Mailer for Sir Bedivere’s Cask

“What ho, Lancelot!

So you won The Champion of the Whistle again. My gauntlet off to you!

But the worst has happened, old friend! The treacherous Morgan Le Fay gave our beloved King Arthur a magic draught to drink and he had no sooner drunk it than his eyes were opened to the intrigue between you and his lady, Guinevere! Although I do not think the King is vindictive, I can see the jealousy in his eyes.

We must do something quickly to dull the pain, soften the anger. Our poor King, he loves both Queen Guinevere and you so!

I have a solution. Merlin tells me there is such a drink called a `Cocktail.’ It’s all mixed up. He says a Toltec (Aztec) noble discovered it and sent it to his king by the hand of his daughter, Xochitl. Thus the word, `Cocktail.’

Well, our great Wizard, Merlin, has kindly given me the secret cocktail recipe. He says it mellows hearts and strengthens the bonds of friendship. I’m going to call this drink Merlin O in his honor.

So why not gift a cask of Merlin O to King Arthur? He needs it.

Your old friend, Bedivere.”

Advertising Appeals to Desires and Emotions

According to the experts, all forms of advertising appeal to one of the following:

  • To make more money
  • To save money
  • Save time
  • Avoid effort
  • Gain knowledge
  • Avoid loss
  • Be more successful
  • To find love and keep it
  • To be sexy and beautiful
  • To live more comfortably
  • Fear – to be prepared for the worst
  • Exclusivity – to be the first
  • Profit, wealth/prosperity
  • Greed
  • Sex
  • Safety
  • Guilt
  • Pleasure
  • Envy
  • Education
  • Pride/ego/vanity

Some of the most well-known ads and commercials are humorous in nature. It is a copywriter’s challenge to write a piece that is memorable, but whether humor is acceptable or not depends on the image of the brand.

How to Advertise on a Minimum Budget

This article offers advice to freelancers and small businesses on inexpensive advertising.

As fundamental as it sounds – when it comes to low budget marketing, the more you do yourself, the better. If you are a new and upcoming business/freelancer with limited funds to spare, you will have to forget the flashy banners and the catchy TV and radio advertisements. But do not worry, there is an ocean of opportunities out there that you can explore in order to draw attention to your new enterprise. So where to start?

You Will Need a Website, Business Cards, and a Reliable Internet Connection

A professionally designed website can cost a small fortune and often starting out freelancers and small businesses rely on social networking instead. As much as this can prove helpful, having a website will not only demonstrate to your potential clients that you are serious about your work, but it will also advertise what you do. The good news is: you can bring the cost to a minimum by designing the website yourself.

You can also create your own business cards and print them at the local printers or if it seems like a lot of work, you can subcontract this task to a competitively priced freelancer.

Leaving Your Footprints All Over the Web

When money is no object you would simply pay various organizations to be listed on their pages, but when it comes to cost-effectiveness, the longer way is the answer. Adding your company name and details to as many free directories as possible will increase your visibility and will help generate traffic to your website. And when your business starts earning money, you can always upgrade your listing.

Facebook is the place to be

By all means, feel free to loathe it, if you do but don’t underestimate its power! Facebook’s community exceeds four hundred million users…Now that is a great audience. Depending on the nature of your business, you might want to create a business page, a group or simply a private account. Write as much as possible about your company, but make sure the description is professional and interesting. And don’t stop there. Join other sites such as Twitter and social networking sites for professionals like LinkedIn or pro spotlight.

Take a deep breath and start cold calling

Build your own databases of contacts or better – if you can spare the pennies – purchase some. Send emails to your potential clients and follow them up with phone calls. Make sure you have a pitch prepared beforehand and remember that you may have to make hundreds of calls to generate business, so don’t lose faith and keep calling, it’s a numbers game. And to reduce your phone bill, try using Skype.

Link exchange, word of mouth and shop windows

Tell the world what you are up to. The word of mouth remains a very effective marketing tool. Talk to your neighbors, work colleagues and friends. Ask for referrals.

Exchanging links is always a good idea, as it doesn’t cost you money and your business is present on other advertising platforms. However, my advice is to have a page on your site entitled Links, so that your main pages remain tidy and simple for website visitors.

Produce a batch of small flyers and put them in the local shop windows, post offices and service providers, i.e., hairdressers. They may charge you a small fee for the pleasure – usually around one to two pounds per week, so it shouldn’t break the bank.

The sky is the limit when it comes to advertising and the more creative you are the better results you stand to achieve. Keep your eyes open and allow your ingenuity to make yours a success story. Good luck!

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