Why being clever isn't so clever:

A lot of the consulting work I do relates to helping my clients improve their communication with their prospects, and helping improve their sales pitch.

One area that always gives people trouble, is the issue of humor and how to handle it. See, there’s a big difference between injecting personality into your marketing, and injecting humor into it.

While personality may offend some, it usually doesn’t detract from the marketing of your product. But humor, on the other hand… while it may or may not be offensive, almost always takes away from the product you’re marketing.

Selling in print isn’t easy. Literally every single word should have a purpose, or else it shouldn’t be there at all. You know the old adage your mother used to tell you, “If you don’t have something nice to say, then say nothing.” Well, when it comes to writing copy, this adage should be one of the Golden Rules you live by.

Only you want to modify it to, “If what you’re saying won’t help you make your sale, then don’t say it.”

Make sense?

And this is the real reason why you shouldn’t use humor — simply because for the most part, it just doesn’t help you. In my offline Newsletter, I regularly use humor, but I’m not selling anything there — I’m delivering information and ideas. And humor and story-telling are incredibly valuable tools to use, when you’re trying to give people information and you want them to remember it.

Remember, your product is the star… not you.

Now go sell something, Craig Garber

P.S. Why am I GIVING you TWO FREE issues of my newsletter, when it’s already read in 12 countries world-wide? Find out at: http://www.kingofcopy.com/ssnl

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About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)