“Most marketing copy sounds like it was written by a committee of lawyers all dressed in beige.”
Does that describe your brand voice? Are you sure?
While your competitors play it safe with boring corporate-speak, there’s a conversion copywriting strategy they’re too scared to try — being funny.
While AI is quickly making every business sound identical, humor and personality have become one of the last true differentiators. And the companies brave enough to embrace them are seeing hilarious extraordinary results.
In this episode of Data Beats Opinion, SegMetrics founder Keith Perhac sits down with Lianna Patch, founder of Punchline Copy. They tell jokes, explore the power of funny copy, nerd out on the humor spectrum, unpack why funny brands create customers who would “die for you.”
Patch shares her unique insights from years of conversion copywriting and stand-up comedy, including some of her favorite tricks for making people laugh (and then buy).
Meet Lianna Patch
Lianna Patch is the founder of Punchline Copy. A former standup comedian and improv performer, she specializes in using humor to drive conversions for SaaS and e-commerce businesses. Lianna is also co-founder of SaaS Marketing Gym and a TinySeed mentor. Lianna has worked with hundreds of businesses to develop brand voices that convert without alienating customers.
Connect with Lianna via LinkedIn, Punchline Copy or SaaS Marketing Gym.
Show Notes
[00:00] Intro and the origins of Punchline Copy
[05:36] Why humor is the last marketing differentiator in the AI age
[08:01] The humor spectrum: from wholesome to Cards Against Humanity
[12:40] Building cohesive brand voice across the entire customer journey
[15:45] The conversion comedy process
[18:10] Psychology of humor and the “one joke per paragraph” rule
[22:35] Does anyone read long copy?
[29:13] Unexpected results: successes, failures, and finding the edge
[31:29] 96% conversion improvements? Measuring humor effectiveness
[36:35] How do you find your brand voice?
[38:51] Handy copywriting formulas
[42:02] Avoiding played-out humor trends
[44:55] Safe humor techniques: observational and self-deprecating comedy
[47:15] SaaS Marketing Gym
Tools & People Mentioned
- Copywriting Frameworks: Pain/Dream/Fix, Pain/Agitate/Solution, Stages of Awareness
- Companies: Cards Against Humanity, Old Spice, Wendy’s, Mint Mobile, Pit Viper, CD Baby
- People: Joanna Wiebe, Ramit Sethi, Derek Sivers, Eugene Schwartz
About Data Beats Opinion
Data Beats Opinion is SegMetrics’ monthly podcast exploring what’s actually working in growth and marketing today. Host Keith Perhac, founder of SegMetrics, sits down with domain experts to uncover practical strategies you can implement — not just theory.
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