Context: Your buyer has an OBVIOUS personal passion or hobby that they’re comfortable sharing on the internet. Use puns about it in written copy to interrupt the pattern and raise a smile. More effective when written because it gives your buyer a few extra seconds to catch on.
Data Sources: Socials, About Section, Personal Website / Blog, Podcasts, Interviews, Webinars
Harmony Hickman Anderson, H o Demand Gen @ Outreach loves golf.
Suppose you're an SDR at Mutiny (web personalization software).
"Harmony, mind if I drive right in? Money doesn't grow on tees yet $19 out of every $20 spent on customer acquisition ends up OB. Sandalous...
Here's Marcus Akerland @ Amplitude. He saves strokes and drives a draw dropping 40% more inbound leads with Mutiny.
Here if you want to get this par-tee started.
"Sara - grate pod. Completely ok if this is nacho thing...
Anyway. I gouda go. I'll brie back in a couple of days ;-)"
Simon Fleming-Wood, CMO @ Hippo Insurance is really into hockey.
"Simon, tell me to puck off if this isn't a priority ..."
You get it.
In the wild:
Justin hosts the Revenue Talks podcast with Katie Foote, CMO @ Drift.
Via All About B2B Marketing, Justin says;
“As we’re marketing to marketers, we want to set the example that it doesn’t feel good to be marketed to like you’re a cell in a spreadsheet. We want to marketed to like we are real humans who have emotions, we go home at the end of the day, play with our kids, have interesting hobbies”.
So how do you think Justin feels reading another dodumbthingsfaster, auto template your manager wrote for his “persona” or "segment"?
Justin even gave us a shout-out on The GTM Lab Webinar.
- Passion must be obvious. Not obscure. More differentiated, the better.
- Read the room. Justin likes to laugh. Most people do. Should you use this play if your buyer has just laid off half their team? Probably not.
- Puns should feel natural. If you’re struggling to mix puns with your messaging - simplify or pick another play. I fell into the trap with Justin - “curry favor with ghee accounts” was a stretch.
- It’s never about you. Justin couldn’t give two shits that I love Indian food more than most. Don’t waste real estate.
- Tell me without telling me. You don't need to say, "I was on your Twitter and saw that you love Indian Food, so I'm writing you a punny InMail..."
- Repurpose copy across all written channels. Switch up the social proof. Continue being punny in your follow-ups.
"Ok Justin. That wasn't funny. I should really tika good look at myself. In all seriousness, Gong's campaign was second to naan..."
- Get a bunch of opens but no reply? Refer back to your punny copy across spoken channels.
“Justin, it’s X with Y. The idiot sending the curry pun emails…”
Don't hold back. I've got skin tougher than Amanda Nunes...
See you next Tuesday for episode 2 - Be Punny (1-many).