Funny tone of voice
This article was written by Oli West, founder of CopyStyleGuide.com. Oli is a senior copywriter and has been writing for startups for over a decade.
JetBlue, the popular airline, infuses humour into its communications, offering a refreshing departure from the typically serious airline industry.
What is a Funny tone of voice?
A funny tone of voice captures attention with wit and humour, turning everyday messages into memorable moments.
Startups often use a funny tone to appear more relatable, to break away from conventional corporate messaging and engage with their audience in a light-hearted manner.
Key features
Humorous expressions: Clever twists, puns, or satirical comments that amuse.
Unexpected twists: Presenting content in surprising ways to provoke laughter.
Relatable scenarios: Leveraging everyday situations for comedic effect.
Playful elements: Incorporating light-hearted graphics, gifs, or memes to enhance the mood.
Animated flow: Keeps the reader anticipating the next joke or playful insight.
Characteristics
Engaging: Captures attention through amusement.
Memorable: Unique humorous angles make the content stick.
Inviting: Encourages sharing, spreading the brand's playful message.
Suitability
Startups looking to appear approachable or those in entertainment or lifestyle sectors might opt for a funny tone. It resonates with audiences looking for enjoyment and relaxation.
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Examples of a Funny tone of voice
Let's look at some examples of companies that use a funny tone of voice (click the images to zoom in!)
IKEA
IKEA cleverly infuses a funny tone of voice into their copy, turning the typically mundane topic of delivery into an engaging and chuckle-worthy read.
They utilise humorous expressions, like suggesting customers might prefer to “sing in the rain” rather than drive in it, offering a playful twist to the convenience of their delivery service.
They also present relatable scenarios, tapping into the universal annoyance of driving in poor weather, and wrap it all up with a cheeky nod to their transparency with phrases like “no hidden cost of ‘free’ delivery.”
It’s a subtle yet effective use of humour, demonstrating that even everyday topics can be made lively and memorable with the right tone.
We’ve classified IKEA as a Playful Freethinker (CFIM).
Innocent
Innocent is well known for its funny tone of voice and infusing wit and playful twists into its content.
They cleverly challenge the typical perception of factories being unsustainable with humorous comparisons to “wind turbines, grass… or jumpers knitted by your great uncle Derek.”
By setting up a light-hearted premise and introducing their eco-friendly “blender” factory, Innocent not only entertains readers but also seamlessly shifts into serious content about their commitment to sustainability.
This blend of humour (excuse the pun) and information showcases Innocent’s approachable nature while making the message memorable and digestible.
We’ve classified Innocent as a Spirited Diplomat (CFRE).
Old Spice
Old Spice’s website showcases a playful and funny tone of voice in its copy.
Using exaggerated phrases like “more awesomeness, good smellingness,” they add humour by inventing whimsical words.
Their casual approach, seen in phrases such as “Buy a manly amount and save money,” offers a wink to their target audience, cleverly blending masculinity with jest.
This breezy and punchy style not only captures attention quickly but also makes it evident that while Old Spice is confident in its products, it doesn't shy away from adding a pinch of humour to its messaging.
We’ve classified Old Spice as a Witty Provocateur (FFIE).
Funny tone of voice profiles
Profiles that have a Funny tone of voice include:
The eight tones of voice
Learn the differences between other tones of voice:
Hi, I’m Oli West
For over 10 years, I've written copy for some of the UK's most successful startups. I’ve led content teams and have developed multiple brand guidelines. I’ve grappled and dealt with the common thread that unites all startups: the challenge of building trust with a new audience.
A consistent tone of voice can help build trust, but many startups don’t have a style guide in place. So I created CopyStyleGuide.com to help.
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