How we'll use our “Relatability Matrix” to take over the world write brand-safe jokes that build an engaged audience of ideal customers in less than 90 days
(So, in other words, take over the world…)
I constantly get asked how our team consistently produces content that not only gets more engagement than anything our clients have posted before…
But also manages to build a highly responsive audience of their ideal customers – often quicker than they thought possible…
(Even the ones who’d give your father-in-law a run for his money in the “unrealistic expectations” Olympics…)
Like we did for Henry…
“The impact was profound. Turns out the content we created went viral. One achieved 37 million impressions on Twitter. It hit the front page of Reddit 3 times in one day…
…Overall it helped our Turn on the Subtitles campaign become the world’s largest literacy campaign…possibly EVER”
Henry Warren: Founder, TOTS - Innovator of the Year 2021
Get the shortcut to results like these…
Me and my team of Top TV Comedy Writers invite you to…
See How We Can Strategically Inject Belly Laughs into Your Marketing - to Create Lifelong Fans...and Supercharge Your Sales
Book a free discovery call to see how comedy-powered social content can build an engaged audience of potential customers for your brand or business.
Can’t see the widget above?
Click here to book your call.
Click here to book your call.
What’s the secret? Magic? A steady diet of assorted stimulants? A dark pact with the devil himself, one M. Zuckerberg? No…
The ‘secret’ basically comes down to the system me and my team of A-list comedy writers have built for crafting jokes that only attract ideal customers to our client’s social pages.
(While keeping out the miscellaneous riff-raff who were never going to buy anything anyway.)
The cornerstone of our system is our “Relatability Matrix” – our proprietary research methodology that tells us exactly what content – and even what specific phrases – your ideal customer LOVES to engage with.
And in the next few moments, I’ll show you exactly how it works, and why it’s so effective at building a following of ideal customers in any market*.
*With the sole exception of my local farmer’s market, from which I am still barred for reasons we don’t have time to go into but may or may not involve a sausage roll and an easily distracted alpaca…
For Brands and Businesses on Social the struggle is real
- The average brand's post gets shown to less than 5% of their followers
- Less than 3% of those who see each post (on average) engage with it in any way
- This means just 0.13% of the average brand's followers are engaging with each post
For every 100,000 followers...
- 95,000 didn't see that post *
- 4870 saw it, and didn't care
- And just 130 engaged with the post
* (Now you know how the Specsavers marketing team feels)**
** For those of you outside the UK, Specsavers is a brand of opticians. Sure – we could’ve just said “an opticians” to make sure you all got the joke – but then we wouldn’t have been able to hang out together down here by this asterisk
But there are some brands who refuse to settle for "average" results...
...and what do these high-performing brands have in common?
They ENTERTAIN their audience, with RELATABLE humour
and now - you can too
Introducing the A-list comedy writers responsible for crafting jokes precision-engineered to ENTERTAIN, ENGAGE and SELL
(Plus one who mostly crafts jokes to get more Tinder matches – but ends up making sales for our clients along the way.)
Hi, I’m Adam Hunt – Founder and Creative Director of White Label Comedy.
If you don’t know…
I have at my disposal a team of world-class comedy writers who have written jokes for some of the most watched TV shows, and other super-successful comedians and personalities recognised the world over, like…
- Mock the Week…
- Who Wants To Be A Millionaire…
- The One Show…
- Graham Norton…
- Sue Perkins…
- Jon Richardson…
- Al Murray…
- Judy Murray…
- (We were doing a discount for people called Murray…)
- Dermot O’Leary.
- Who Wants To Be A Millionaire…
- Big Brother…
- Mel and Sue…
- Surprise Surprise
- Professor Stephen Hawking…
- And I could go on and on.
“Adam, are you saying those famous comedians* hired your team to write jokes for them – and those same comedy writers now write jokes for your clients?”
*Plus one world-renowned theoretical physicist.
Yes, exactly that – the best in the business were turning to the writers on my team to make them funny-AF long before I rounded them up and forced them to use their superpowers for brands and businesses like yours.
And since assembling some of the best comedy writers in the world – one of the greatest things we’ve done together is turn the process of “joke writing” into a systematised way of producing content for brands and businesses that explode with likes, comments and shares.
(The second greatest thing we’ve done was probably last year’s staff Christmas party – but I’m legally prohibited from talking about that on the internet.)
But most importantly – the type of jokes we write build an engaged audience of potential customers.
At the heart of our process is your “Relatability Matrix”.
And for your pleasure and profit – I’m spilling all our dirty little secrets on how to create one here…
Only Certain Jokes Have The Power To Turn Cold Prospects Into Raving Fans*
*That’s “loyal customers who love everything you do”, not “a bladeless Dyson that just popped an E and loves Swedish House Mafia”…
When me and my TV comedy-writing buddies first started crafting jokes for brands and businesses to use on social media we thought we’d struck gold.
After all, who doesn’t like jokes…?
But it wasn’t long before we hit a brick wall. (And not even in a Charlie Chaplin slapstick kind of way…)
Because – truth be told – in the early days, not every joke we created for our clients got the likes… comments… shares… and sales they were craving.
In fact, some of the jokes returned nothing but tumbleweed*.
* Ever tried to repay a business loan with tumbleweed? 9 banks out of 10 are absolutely NOT into it.
Which is when we realised something important about jokes on social media.
Turns out only CERTAIN JOKES have the power to turn cold prospects into an engaged following of potential customers.
But which ones?
Well, after wasting months throwing joke spaghetti at the wall – me and my team spotted a pattern in the type of content that generated the most likes…comments…shares and – importantly – sales.
(We also got evicted from our office, which was beginning to resemble a serial killer’s basement due to all the spaghetti sauce on the walls.)
Here’s what we noticed.
The posts that triggered an engagement tsunami from ideal customers stemmed from an unspoken truth that’s uniquely shared by everyone in the target audience…
Er… yeh…that’s a little meta – so let me explain in real terms.
It’s all about making “inside jokes”. That’s jokes that only people who share the same problems, desires, interests, etc would “get”.
Like if you make an inside joke with your friends…
No one outside the group would ever “get it”, but those who do possess the necessary arcane knowledge (e.g. they were with you on Greggsy’s 40th birthday weekend in Ramsgate) will get it- and that exclusivity makes them feel even more connected to the group.
And for brands and businesses, creating these kinds of jokes brings your ideal customers together and creates a bond where they see you as part of the “group” – which is the key to building an engaged and loyal audience of ideal customers.
It works because you’re handing your audience a crowd-pleasing way to express who they really are to their friends…family…peers… (or, in Greggsy’s case, the divorce lawyer…)
And so, they can’t resist sharing your content – because it helps them to…
- Show off their discerning eye for entertaining content...
- Communicate their opinion - in a way that enhances their own relationships...
- And elevate their own social media ‘cool factor’...
The result? You get more engagement… more reach… and more customers (without hard-selling, paying for ads or frantically googling “what is a bot farm and how can I get one?”).
Me and my team of Top TV Comedy Writers invite you to…
See How We Can Strategically Inject Belly Laughs into Your Marketing - to Create Lifelong Fans...and Supercharge Your Sales
Book a free discovery call to see how comedy-powered social content can build an engaged audience of potential customers for your brand or business.
Can’t see the widget above?
Click here to book your call.
Click here to book your call.
We Call This The “Share And Declare Effect”
(Not to be confused with the “share an eclair effect”, although it’s equally delicious)
And it’s the Share and Declare Effect that me and my digital marketing agency – White Label Comedy – leverage to 10x… 20x… and even 100x our clients’ social media engagement – and send their sales soaring.
But now I want to give our system to you.
And show you our secret spice.
The magic ingredient that makes this all just “work”…
And that’s…
A dash of cinnamon.
Your audience’s RELATABLE TRUTHS.
These truths represent the fears, pains, desires and dreams, small joys and daily delights of your audience in the context of will
Then you take these truths and turn them into jokes – that’s what makes a joke your ideal customer will love.
Let me show you how to do it…
An Audience's Relatable Truths Turned Into Jokes = Content They Can't Resist Engaging With
Look, we all know engagement is the name of the game.
(Unless the game is Hungry Hungry Hippos – in which case Hungry Hungry Hippos is the name of the game, and it’s largely about getting the most marbles…)
And whether you measure engagement as % of followers, impressions, or in rings like you’re trying to work out the age of a majestic oak tree – it doesn’t matter.
If you’re getting higher engagement than the average or – more importantly – higher than your competition… then you know the algorithms will reward you by showing your content to even more of your ideal audience….
…allowing you to dominate your market (much like I dominated the UK’s competitive Hungry Hungry Hippos scene in the late 1980s).
And nothing gets more engagement than turning Relatable Truths into jokes.
Let me prove it to you…
Roughly, a 1-5% engagement rate is considered average.
So anything over that would be good.
And anything over 10% would be an insane engagement rate – making you the envy of every other brand and business in your market.
Oh, in case you’re wondering, here’s where I got that data…
So, as Hootsuite put it…
“Yes! A [sic*] engagement rate higher than 5% is considered very high”…
*Short for ‘sickening typo’. But the statement holds true – 5% engagement is very high.
Well, here’s what happens when you turn Relatable Truths into brand-safe jokes…
Relatable Truth:
“That pie in a tin is REALLY hard to open”.
Relatable Truth:
“The older I get, the more every day tasks become a struggle for me…”
Relatable Truth:
“The gym ALWAYS seems to go silent JUST AS I’m awkwardly grunting out my max weight rep…”
Or as Sendible put it…
“When your humour is relevant to everyday human pains, current trends or live events, audiences can easily relate.
Leveraging these moments shows your audience that you’re not just firing off automatic tweets but actually sending them at the moment – in the same way, they would behave.
As a brand, you are therefore able to move away from the tradition of talking at your customers and share experiences with them instead.”
– Sendible
When you craft brand-safe jokes using Relatable Truths – you’ve got all the ingredients you need to kickstart a VIRAL LOOP.
With a Relatable Truth at the heart of the joke, your audience feels compelled to like, comment, share and tag friends they know will also relate.
And they, in turn, tag their friends…
And they tag their friends…
And they accidentally tag their boss, resulting in a sternly worded email from HR…
And then the HR director tags their friends…
And on, and on and on.
THAT’s a viral loop – and it’s the reason jokes based on Relatable Truths can often go from Zero to 100 on social in less time than it takes to reheat the cup of coffee that went cold when you were busy laughing at your own joke.
And we’ve created a system to find Relatable Truths and turn them into viral-worthy brand-safe jokes.
Me and my team of Top TV Comedy Writers invite you to…
See How We Can Strategically Inject Belly Laughs into Your Marketing - to Create Lifelong Fans...and Supercharge Your Sales
Book a free discovery call to see how comedy-powered social content can build an engaged audience of potential customers for your brand or business.
Can’t see the widget above?
Click here to book your call.
Click here to book your call.
"Hang on, our Industry Is Too [INSERT YOUR EXCUSE HERE] Though - Could This Really Work For Us?!"
Hold My Beer…
We’ve turned Relatable Truths into viral-worthy brand-safe jokes for clients in these industries AND more…
Environmental Tech
Data Storage
Marketing
CBD
Confidence Coaching
Productivity Tools
Podcast Coaching
Ads Management
Pet Food
Negotation Tactics
Education
Fast Food
Fitness
Charity
Outdoor Equipment
Adult Entertainment
Recruitment
Beauty
Decorators
Candles
Data Analytics
Every market, industry or group of people has its own unique Relatable Truths, which is why this works no matter what you sell.
Me and my team of Top TV Comedy Writers invite you to…
See How We Can Strategically Inject Belly Laughs into Your Marketing - to Create Lifelong Fans...and Supercharge Your Sales
Book a free discovery call to see how comedy-powered social content can build an engaged audience of potential customers for your brand or business.
Can’t see the widget above?
Click here to book your call.
Click here to book your call.
Meet the 12 Relatable Truths you need to build a following of ideal customers
Once we’d discovered that Relatable Truths were the key to writing jokes that attract ideal customers in droves – we set about making a systematised process for getting all the Relatable Truths we’d ever need*.
*They don’t grow on trees, you know. And I have 12 acres of failed attempts to prove it…
Which is when we developed the Relatability Matrix.
The Relatability Matrix is NOT the latest mind-bending Keanu Reeves movie. It’s something WAY better (although admittedly, the stunts aren’t quite as good).
It’s a proprietary audience research method – developed by me and my team of ultra-nerdy research boffins – after years of testing and optimising our joke-writing process. And it’s the social secret sauce that helps us consistently nail our clients’ content.
Nowadays, the Relatability Matrix underpins every piece of content we create at White Label Comedy. In truth, we can’t create reliably entertaining, engaging and high-converting social posts without it!
(We tried, once – but one of our writers’ brains exploded and very nearly ruined the wallpaper…)
But the Relatability Matrix isn’t just a potent marketing tool that we harness at White Label Comedy. It’s also an invaluable asset you can use as a guide for:
- Your website…
- Your emails…
- Your blog posts…
- Your paid ads…
-
Your collection of printed mouse mats (if you’re woefully behind the times)
or NFTs (if you’re woefully up to date)… - And more!
The Relatability Matrix allows us to plot all of the Relatable Truths in any market – thereby giving us all the intel we’ll ever need to write jokes that attract droves of ideal customers for our clients.
It works like this…
There are 2 “areas” that need mapping for Relatable Truths.
- Your offers – i.e. your products and services.
The topics your ideal customers love to talk about, have strong opinions on and can’t help but engage with.
And within each of the two “areas”, there are 12 Relatable Truths to find. (A bit like an Easter egg hunt, where each egg could be worth thousands in sales…)
These 12 truths represent the…
- Fears…
- Pains…
- Desires…
- Goals…
- Small Joys…
- Recurring Characters…
- Recurring Characters… 😉
- Confessions…
- Guilty Pleasures…
- Action Motivations…
- Action Triggers…
- Objections…
- …and Limiting Beliefs of your audience, in the context of your niche.
But I don’t mean “pains, desires etc” in the traditional sense. This isn’t about “knowing your customer better than they know themselves”
(Or whatever else the guru of the month is saying, between their 4am micro meditations and compost smoothies…)
It’s about really connecting with your ideal customer.
It’s about knowing the truths that make your ideal customer shout from the rooftops, “that’s so ME” or “that’s so TRUE!”.
(This is doubly effective if you sell ladders or trampolines, because they’ll need to get down from that roof somehow.)
If this is starting to sound like a hell of a lot of work… That’s because it is.
But having a completed Relatability Matrix in your hands is priceless as it allows you to effortlessly create content your ideal customer LOVES.
Me and my team of Top TV Comedy Writers invite you to…
See How We Can Strategically Inject Belly Laughs into Your Marketing - to Create Lifelong Fans...and Supercharge Your Sales
Book a free discovery call to see how comedy-powered social content can build an engaged audience of potential customers for your brand or business.
Can’t see the widget above?
Click here to book your call.
Click here to book your call.
Our promise to each other…
Now look, I need to clarify one thing – we ONLY take on clients we’re confident we can help. Which means, we need to get you on a quick call with one of the team.
Scary, I know.
But thankfully for you, I don’t have any sales staff. Just a bunch of comedians and copywriters – and they all make terrible salespeople.
(Also not great at sport, FYI – but then, people who watch nine hours of Frasier per day seldom are.)
The upshot is, the call will be fun, not pushy and awkward. And from the call, they’ll be able to say for certain if we can help you or not.
So if you’d like to have TV’s best comedy writers helping your brand entertain, engage and sell – just book a call with one of the team on the calendar below.
There’s no obligation to sign up. We just need to make sure we’re 100% certain you’re the kind of client we can help.
And for us to commit to our deadly serious “Love every single joke or we’ll write new ones” guarantee, we just need to double-check that you’re not medically exempt from having a sense of humour.
Oh, and just so there are no surprises…
Although we don’t ever like having to turn clients away… we do have to limit the number of new clients we take on each month so that I can give every new account my personal care and attention while we’re getting you off the ground.
With that in mind, our limited onboarding slots are given out on a first-come, first-served basis.
Anyway, go ahead and book a call with one of my team below so we can be sure our brand-safe jokes are going to work for you and – of course – we’ll answer any questions you might have too.
Adam
Creative Director of White Label Comedy
(and Hungry Hungry Hippos Regional Champion, 1988)
“The impact was profound. Turns out the content we created went viral. One achieved 37 million impressions on Twitter. It hit the front page of Reddit 3 times in one day…
…Overall it helped our Turn on the Subtitles campaign become the world’s largest literacy campaign…possibly EVER”
Henry Warren: Founder, TOTS - Innovator of the Year 2021
IS COMEDY CONTENT RIGHT FOR US?
HERE'S A HANDY QUIZ TO HELP YOU DECIDE
WOULD YOU RATHER:
A)
BORE YOUR AUDIENCE TO TEARS?Or
B)
MOVE YOUR AUDIENCE TO ACTION?A)
PUT TIME AND ENERGY YOU DON'T HAVE SPARE INTO CONTENT THAT'S GOING TO FLOP ANYWAY?Or
B)
PUT ZERO TIME AND ENERGY INTO CONTENT THAT'S ALL SET TO ENTERTAIN, ENGAGE AND SELL?A)
HAVE TO KEEP YOUR HEAD DOWN IN MEETINGS HOPING NO ONE ASKS ABOUT YOUR SOCIAL MEDIA ROI AND YOUR TEAM'S COST TO THE BUSINESS?Or
B)
HAVE TO KEEP YOUR HEAD DOWN IN MEETINGS TO AVOID YET ANOTHER TICKER TAPE PARADE CELEBRATING THE IMPACT YOUR CONTENT HAS HAD ON THE BUSINESS?If you answered mostly A’s – Comedy content might not be right for you.
If you answered mostly B’s – click the button below, and book a call.
