Old Spice is well known for its use of humor to highlight a sense of masculinity

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However, it is also one of the most difficult things to develop in writing. After all, approaches to humor can be very different. What makes one audience laugh to the point of tears might leave another completely speechless.

So, if you decide to go for a humorous tone, make sure you have a thorough understanding of your target audience .

Here's how men's brand Old Spice uses humor in its marketing:


They sell beauty products for men, after all – without alienating potential north korea email list customers or taking themselves too seriously (remember their iconic “The Man Your Man Could Smell Like” ad ?).

Their style of humor relies heavily on absurd puns, as above, and exaggerated and absurd statements. For example, here is the caption they used to describe the YouTube video for "The Man Your Man Could Smell Like": Know your audience
When you establish a tone of voice for your brand, your audience is your cornerstone . After all, your products, services, and content were created with their needs in mind.

At this point, it may be helpful to create one or more customer or buyer personas , if you haven’t already. Personas are personified representations of your current or target customers. They are used to help teams better understand and empathize with their audience .

The best personas are backed by research. You can get actionable insights from Google Analytics, social media analytics, and customer research .