10 Humor Formulas for Ads & Emails
These are framework-first (not “be funny”). Use one formula, then run it through your brand filter.
Five fast starters
- Mismatch: “You expect X. Reality is Y.”
- Misplaced sincerity: treat a small problem like a major crisis (with warmth).
- Exaggeration: amplify a true pain point until it’s undeniable.
- Rule of three: normal, normal, punchline.
- Understatement: call a big mess “a minor inconvenience.”
Use it like this
- Headline = formula
- Body = credibility + proof
- CTA = one clear next step