I thought I would add a little something to the “humor and success of advertising” discussion. Mr. Businesspundit posted an article from Wharton and comments on this subject. Mr. Ensight also gave his two cents.
Doug Hall, author of Jump Start Your Business Brain [A Penny For… Essential], says the same thing:
It may surprise you to see that fun doesn’t help sales. It shouldn’t. Advertising’s mission is not to entertain; it’s to sell. (pg. 170)
His data shows genuineness (honesty, authenticity, etc.) and competence (serious/intelligent) are more effective.
The is good news. It indicates that you don’t have…tell funny jokes…to succeed. Simply present to your customers an authentic, genuine offer, and they will respond.