So let’s get serious for a minute.

Most website copy out there is 100% boring. Sure, it lists all the features and the benefits but if you read the copy on a late Sunday afternoon, you’ll probably take one of the best naps of your life.

Lianna Patch says humor is the shortcut to the Holy Grail of marketing – trust. She should know. She’s the founder of Punchline Conversion Copywriting and one of the funniest copywriters out there. Plus she based it on real-life research published in Europe’s Journal of Psychology.

So if you want to give your copy a little energy or pick-me-up while building trust with your clients, try sprinkling in a dash of humor here and there – especially in your headlines and crossheads. It’ll make your copy more relatable and more human.