White Label Comedy
TV's best comedy writers crafting branded content precision-engineered to ENTERTAIN, ENGAGE and SELL
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...
White Label Comedy
TV's best comedy writers crafting branded content precision-engineered to ENTERTAIN, ENGAGE and SELL
I’m Adam Hunt. I’m a former TV producer turned digital marketer and agency owner. And I have a content marketing secret weapon that lets me and my team transform almost any social media account from an underperforming energy suck…
…into outrageously effective machine that can grow a hyper-engaged audience who go crazy for your content AND the stuff you sell.
That secret weapon? Comedy.
There’s an art to writing jokes that work for brands – and a science that makes sure the end result is on-brand, on-message, and won’t get you canceled.
I brought together TV’s best comedy writers* as the White Label Comedy Hive-Mind, to help brands of all shapes and sizes entertain, engage and 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
WHEN NOT HELPING YOUR BRAND ENTERTAIN, ENGAGE AND SELL - OUR WRITERS ALSO CRAFT JOKES FOR THESE AWARD-WINNING SHOWS.
“I laughed myself sick! It’s not every day I thank a team for making me hurl. What a gift that is!”
KELLY "KELLER" FITZSIMMONS
AUTHOR AND ENTREPRENEUR
The REAL Reason Why Comedy Boosts
Engagement and Sales
You’ll be glad to know it’s not just me and a few joke-writing nerds who believe comedy has the power to boost engagement and sales. There have been actual scientific studies* that prove the link between humour and selling power.
*And aren’t you glad they focused on that, instead of something trivial like disease control?
Here’s what the boffins discovered.
Studies show that when you make customers laugh – you instantly become more likable…more persuasive…and more believable. Which are all essential traits when it comes to building relationships and making more sales (both on and offline).
But that’s not all. Research published in the Journal of Non-Verbal Behaviour* found that laughter isn’t just ‘best medicine.’ It also acts like an ultra-sticky social glue, which subconsciously binds us to people and businesses who share our world view.
*Ever read an entire journal written in ‘body language’?? It’s hard going.
"How Does This Comedy Theory
Apply to Content Marketing?"
Why, I’m glad you asked! Think about it this way. Each time you show up with a joke… a funny quote… or a comedy meme you’re telling your audience:
- What your core values are
- What you stand for (and against)
- How you do business
- And why you’re different to your competitors
In other words – when you share a relatable joke, it’s like sending an impossible-to-ignore signal to your perfect prospects. And that signal sticks to those prospects like superglue.
So – without your audience even realising it – your jokes turn them into lifelong buyers (and they couldn’t be happier about it!).
It’s why comedy-driven content has the power to create irrationally loyal customers* – who buy from you again and again.
* Be careful though – take it too far and they’ll be turning up at your house with a banner saying “I love you” made of their own hair.
Now as I mentioned earlier, me and my TV comedy-writing buddies thought we’d struck gold with our brand new approach to content creation. But it wasn’t long before we hit a brick wall.
Because – truth be told – not every joke we shared on social media paid us back with the likes…comments… shares…and sales we were craving. In fact, some of the jokes we shared 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.
What it Takes to Consistently and Effortlessly Create Hyper-Engaging… High-Converting Comedy Content
Turns out only CERTAIN JOKES have the power to turn cold prospects into raving fans. 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 sales.
(We also got evicted from our office, which was beginning to resemble a serial killer’s basement due to all the pasta sauce on the walls.)
Here’s what we noticed.
The posts that triggered an engagement tsunami stemmed from an unspoken truth an audience agreed with like…
- My anxiety makes me indecisive. FACT!
- I let my phone recharge more often than I let myself. FACT!
- I will take ANY opportunity to criticise myself. FACT!
- I love bullet points that end with FACT! FACT!
And here’s what’s really cool! When you post content like this, you’re not just tickling your prospects’ funny bones. You’re doing way more than that!
That’s because you’re also handing your audience a crowd-pleasing way to express who they really are to their friends…family…peers…and, depending on your ideal customer, the ladies and gentleman of the jury. 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...
- Argue that they couldn't have committed such a heinous crime because they're clearly funny AF, your honour...
- And elevate their own social media ‘cool factor’...
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.
The reality is, my agency clients typically fork out thousands of pounds per month for me and my TV comedy writers to craft their content for them. But we wanted to get the magic of our proven content creation system into the hands of as many business owners as possible…regardless of their marketing budget.
Our secret sauce?
The magic ingredient that makes this all just "work"...?
Your audience's
RELATABLE TRUTHS
Before I let any of TV’s best comedy writers anywhere near your socials – we dig deep into your brand, your audience, and most importantly their world – in order to build out a Relatability Matrix.
If you haven’t seen one of these before, it’s essentially a dossier full of relatable truths (statements that get an audience responding, in unison, “that’s so true!” or “that’s so me!”).
An audience's Relatable Truths turned into jokes = content they can't resist engaging with
Relatable Truth:
“The gym ALWAYS seems to go silent JUST AS I’m awkwardly grunting out my max weight rep…”
Relatable Truth:
“The older I get, the more every day tasks become a struggle for me…”
"Our industry is too INSERT EXCUSE HERE though - could this really work for us?!"
Hold My Beer
We’ve turned Relatable Truths into 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
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
It takes more than just likes and shares to make the sale
Over the years White Label Comedy has crafted a ton of viral posts – across every imaginable niche. So we know a thing or two about creating engagement-driving, sales-boosting content.
What’s our secret sauce?
BBQ mixed with mayonnaise
Well, me and my team of TV comedy writers infuse our clients’ social posts with laugh-out-loud funny gags, memes and comedy quotes. And when we do, it never ceases to amaze our clients how the likes, comments, shares and sales take off!
But despite our clients’ elation at their newly-revived social accounts, we couldn’t help but notice a problem.
You see, some of our clients’ profiles would go nuclear. We’re talking:
✅ Thousands of likes
✅ Hundreds of comments
✅ And reach in the millions!
While other clients maxed out their engagement at a few hundred likes and 20-30 comments per post (no matter what we did).
Don’t get me wrong, 20-30 comments and several hundred likes is nothing to sniff at. But we couldn’t shake the feeling that we could do MORE to generate a tidal wave of engagement for ALL our clients.
Because when me and my team craft social posts…we don’t just gun for great results. We crave a home run 100% of the time. (And if we don’t get it, we get angsty, crank up the Metallica, and break things around the office*.)
*And by “we” I mean “Alan, who has since been enrolled in an Anger Management course”.
So that’s when we started asking ourselves…
Was there an issue with our content? Or was there something about each brand that dictated their EXPLODE-ability potential™️*?
*Not an actual trademark – and I “have to stop sticking it on everything” according to my lawyer…™️
“good enough” just doesn’t cut it for us
It was a tough moment; I could have settled for our “good-enough” method for crafting engagement-driving content. I mean, even clients at the lower end of the engagement scale still received tons more likes, comments, shares and sales than before we came along.
In fact, this significant upswing in engagement was nothing short of game-changing. And our clients were beyond thrilled with their results!
(Especially that one client whose previous tactic was “drink gin, get political and post in ALL CAPS”…)
But I knew I could do better if I could just get my hands on the cold, hard facts of what it really takes to consistently drive engagement in any niche.
Here’s what REALLY had me stumped
When I looked at our clients achieving consistent, stellar performance, I confess I’d made some snap assumptions. BUT when I started analysing these accounts for real, those assumptions instantly went out the window.
Here’s what I believed.
Assumption #1 – accounts with bigger social followings were the ones most likely to achieve virality on social media.
WRONG! There was almost no correlation between audience size and likelihood of posts going viral.
Look! I even made you a graph (which doubles as a handy guide to diagnosing chickenpox).
Assumption #2 – Only our big-brand clients had the capacity to go viral
WRONG! A brand’s public profile had virtually no impact on social media engagement.
Just look at the difference between our client, a little-known scrappy start-up, Vs a global brand.
I’ll let you judge the winner…
Assumption #3 – Posts with lower levels of engagement were those with objectively lower-quality jokes.
WRONG! Me and my team of A-list comedy writers brainstorm around 100 jokes for every ONE that gets published by our clients. It means only the top 1% of our ideas will ever make it into the newsfeed.
(The other 99% go in the bin, which we then set on fire, then throw in the sea. Safe to say, we’re not a B Corp.)
Even still, some jokes are objectively funnier than others. And as a TV producer for shows like Mock The Week, it was literally my job to know which jokes were funnier.
But for social media, the objective ‘quality’ of a joke was not the most important factor.
Some jokes that were clearly funnier than others didn’t perform as well as expected – there was more to it.
All of which begs the question…
…if audience size, public profile and joke quality had almost no impact on our clients’ engagement levels…
What did?!
And what were our most successful clients doing that others weren’t, to trigger that avalanche of likes, comments, shares and sales?
After endless months of gathering and analysing thousands of social posts from 100+ brands – a super simple system began to emerge from the haze of social media confusion.
That’s because, whether the brands knew it or not, successfully driving engagement AND sales on social media boils down to this.
Creating content that satisfies 4 key marketing objectives and harnessing 4 essential marketing activities to make sure your content gets seen.
The 4 key social post objectives that ensure you drive engagement AND demand
1 - Entertain Posts
2 - Learn Posts
3 - Teach Posts
4 - Showcase Posts
The 4 essential activities that grow your audience and maximise organic reach
1 - Listen
Why is listening so important? Because when you pay close attention to what your audience is actually saying – they’ll practically write your content for you!
Keep regular tabs on what really matters to your ideal customer right now – so you can craft content that speaks to the conversation they’re currently having in their head.
2 - Breadcrumb
99% of businesses treat their socials like a billboard or a “broadcast network”. It means they simply dump their posts and run – and hope their ideal customers will magically pay attention.
Proactive Engagement is essential when growing your following. Find out where (on your primary platform) your ideal customer is – and go there, to interact with them and “breadcrumb” them back to your profile, and your posts.
3 - Bond
There’s an art and a science to building profitable relationships in your comment threads – so you’ll have an overflowing pipeline of future customers who will sustain your business long-term.
Continue the conversation with those who’ve taken the time to engage with your content – building the bond further, and making it even more likely that they’ll see your future posts.
4 - Analyse
If there’s one thing the world’s most successful social media marketers have in common – it’s an insatiable appetite to elevate their performance (even if their content is already on fire)!
Certain relatable truths, angles, topics or even whole post-types will work better (or worse) for your specific audience. Assess what’s working well, and what’s not – so you can double down on the most effective kind of content.
These four key post objectives, and four essential activities are the key to generating a hyper-engaged audience who go crazy for your content, AND the stuff 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
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 B’s – click the button below, and book a call.
