How to write humor based UGC ad scripts for direct response ads? (Step-by-step Guide)

• ani7ruddha
• 11 Apr, 2024
• 0 Comments
• 8 Mins Read

How to write humor based UGC ad scripts for direct response ads? (Step-by-step Guide)

Another study from Oracle found that 90% of people were more likely to remember a brand’s ad more if it was funny, while 48% said they didn’t feel they had a relationship with a brand unless it made them smile or laugh. As the old advertising adage goes, “If you can make someone laugh, you can sell them.”

Creating funny and entertaining UGC (User-Generated Content) ad scripts that incorporate elements of persuasion can make your content more engaging and memorable. Here’s a step-by-step guide to help you craft such scripts:

Step 1: Diagnose the Pain

• Identify the Common Pain Points: Start by researching and listing common problems your audience faces that your product can solve. Humor often begins with a pain point that many can relate to.
• Choose Relatable Scenarios: Select exaggerated yet relatable scenarios to emphasize these pain points in a humorous way.
• Craft a Relatable Character: Develop a character personifying your target audience’s struggles. This character will later find a solution in your product.

Pain Points	Relatable Scenarios	Relatable Characters
1. Confusion on where to start	Trying and failing at every machine	Joe, the gym newbie
2. Lack of motivation	Staring at the treadmill before walking away	Tina, the uninspired
3. Boredom with routine	Doing the same old exercises, looking bored	Rick, the routine robot
4. Intimidation from gym-goers	Hiding from gym buffs in the locker room	Sam, the shy one
5. No measurable progress	Checking the scale and sighing	Liz, the plateaued patron
6. Scheduling and time management	Rushing through workouts, constantly checking watch	Alex, the busy bee

Step 2: Prepare Your Claims

• List Product Features: Write down all the features of your product that address the pain points identified.
• Turn Features into Benefits: Translate these features into benefits that will resonate with the audience’s primal brain, which responds to tangible rewards.
• Test and Refine Claims: Use humor to make your claims memorable. Test different versions to see what resonates best with your audience.

Product Features	Features Turned into Benefits	Claims to Test and Refine
1. Personalized workout plans	Plans tailored to your goals mean no more gym confusion	“Say goodbye to guesswork with our custom workout wizard!”
2. Trackable progress	Visible gains keep motivation soaring	“Watch your progress soar from ‘meh’ to ‘wow’ with each session!”
3. Variety of exercises	Never get bored with countless workout options	“Boredom busters at your fingertips—new workout, every day!”
4. Scheduling flexibility	Work out on your own time, any time	“Your workout, your schedule—anytime, anywhere fitness!”
5. Social Community	Connect with fellow gym-goers without the intimidation	“Join our tribe of fitness buddies—no gym-timidation here!”
6. Guided workout animations	Easy-to-follow guides for every exercise	“Follow the fun with our animated trainers—perfect form every time!”

Step 3: Demonstrate the Gain

• Show the Transformation: Using an upbeat and amusing tone, use before and after scenarios to depict the transformation your product offers.
• Quantify the Benefits: If possible, use numbers or comparisons to highlight the gain humorously (e.g., “Our app makes budgeting 90% less scary than a horror movie!”).
• Create a Rewarding Ending: Ensure that the end of your script provides emotional satisfaction, leaving the audience with a positive association with your brand.

Transformation Aspect	How to Showcase Benefit	Emotional Ending to Script
1. From confusion to mastery	Before/after Joe’s understanding of workouts	Joe leading a workout group, beaming with pride
2. From low to high motivation	Tina’s growing enthusiasm and energy levels	Tina excitedly planned her next workout
3. From boredom to excitement	Rick’s delighted reactions to new workout routines	Rick enthusiastically shares his workout with his friends
4. From shy to confident	Sam starts in the back row, ending up leading the class	Sam smiling, helping another shy gym-goer
5. From plateau to progress	Liz’s progress chart shows constant improvements	Liz is showing off her new personal best
6. From rushed to relaxed	Alex’s transition from hurried to well-paced workouts	Alex is enjoying a post-workout smoothie peacefully

Step 4: Deliver to the Primal Brain

• Keep It Simple: Your script should be easy to understand, even with a glance or listen, catering to the primal brain’s preference for simplicity.
• Invoke Strong Emotions: Use humor to evoke happiness and surprise, engaging the emotional brain.
• Ensure It’s Visually Engaging: Include descriptions for visual gags or expressions that can make your ad visually funny and entertaining.

Keep It Simple	Invoke Emotions	Visually Engaging Element
“Get fit. Not confused.”	Show characters celebrating their successes	Close-ups of the app’s simple interface
“Stay motivated. Stay happy.”	Characters laughing and high-fiving after workouts	Vibrant graphics displaying workout achievements
“Excitement in every exercise.”	Characters’ surprised and joyful expressions	Dynamic transitions between different exercises
“Fit in. Stand out.”	Shots of characters feeling accepted and proud	Engaging social features of the app highlighted
“Every rep counts. Every pound lost.”	Progress graphs shooting upwards like fireworks	Before/after visuals of characters’ transformations
“Your time. Your workout.”	Characters relaxed and worked out at their own pace	Timelapse of a full workout in different settings

Step 6: Master Timing and Pacing

Objective: Optimize humor’s impact through careful editing.

• Perfect the Pause: Allow brief pauses after punchlines for audience reaction.
• Maintain Pacing: Keep the content rhythmic and brisk to avoid boredom and confusion.
• Edit for Impact: Ensure sharp editing to emphasize humor and streamline narrative flow.
• Sync Visuals with Audio: Align audio cues with visual gags for maximum comedic effect.

Final Script Outputs

Script 1: “Joe’s Gym Jamboree” (The Inexperienced Novice)

Open on Joe in gym gear, staring bewildered at a treadmill, poking it.

Joe: “Is this thing voice-activated? Treadmill, start workout!”

Narrator: “Meet Joe. His idea of a warm-up is looking for his car in the gym parking lot.”

Cut to Joe, tangled in a resistance band.

Narrator: “His workouts? Well, they’re a stretch… the wrong kind.”

Joe: (Muffled) “Could use a little help here…”

Cut to Joe smiling, using the “FitFrenzy” app.

Narrator: “Enter FitFrenzy! The app that turned Joe’s workout woes into wins!”

Show app interface, Joe follows a workout animation, doing exercises correctly.

Joe: (Lifting weights correctly) “Now I’m the one telling machines what to do!”

End with CTA: Joe flexes in the mirror.

Joe: “Join me and become a gym wizard with FitFrenzy! Download now!”

---

Script 2: “Tina’s Transformation” (The Unmotivated User)

Scene: Tina snoozing on a yoga mat.

Voiceover: “Tina used to play dead during workout time. Motivation? Zero.”

Cut to: Tina running on a treadmill, but it’s off.

Voiceover: “Her treadmill’s been collecting more dust than miles.”

Tina: (Yawning) “Is it nap time yet?”

Cut to: Tina, energized, dancing with “FitFrenzy” on her phone.

Voiceover: “Look at Tina now, thanks to FitFrenzy! She’s crushing goals and dance moves!”

Show Tina’s progress on the app, everyone clapping.

Tina: (To the camera, out of breath but happy) “Who knew I’d need a rest day from having so much fun?”

End with CTA: Tina’s doing the worm at the gym.

Tina: “Get the app and get moving. FitFrenzy: Wake up and workout!”

---

Script 3: “Sam’s Stealthy Success” (The Self-Conscious Exerciser)

Open on Sam, hiding behind a plant at the gym.

Voiceover: “Sam here likes to workout… incognito.”

Cut to Sam, peeping at buff gym-goers, intimidated.

Voiceover: “She was more likely to spot a unicorn than spot herself lifting.”

Sam: (Whispering) “Do you think they can see me?”

Transition to Sam confidently working out using “FitFrenzy.”

Voiceover: “But with FitFrenzy, she’s gone from blending in to standing out!”

Sam, leading a workout group, everyone’s enjoying.

Sam: (Cheering) “Who’s invisible now, huh?”

End with CTA: Sam’s proudly displaying her “FitFrenzy” stats.

Sam: “Turn the spotlight on your fitness journey with FitFrenzy. Be seen, be fit, be fabulous!”

---

Integrate the Persuasion Elements:

• Create a Big Picture: Start with a broad statement that sets the stage for the humor.
• Tell a Story: Narrate a brief, funny story where your product is the hero.
• Be Credible: Add a touch of credibility without losing the humor (e.g., testimonials delivered in a funny way).
• Teach with Visuals: Use visuals that complement the humor and help explain the product’s benefits.
• Contrast the Before and After: Highlight the contrast between the initial pain and the relief provided by your product.
• Trigger Emotions: Use emotive language and scenarios that trigger laughter or joy.
• Close with a Call to Action: End with a clear, persuasive call to action that tells the audience what to do next.

Apply the Persuasion Catalysts:

• Proof of Gain: Include social proof in the script, like user testimonials, but presented humorously.
• Claims: Make bold claims that are backed up by the product’s effectiveness, exaggerating for comic effect where appropriate.
• Big Picture: Keep coming back to the overall improvement the product brings into the customer’s life, in a light-hearted way.
• Credibility: Add elements that enhance your brand’s trustworthiness, like endorsements or awards, with a twist of humor.
• Contrast: Use contrasts in your storytelling to heighten the humor, like contrasting the character’s life before and after using the product.
• Emotion: Ensure the script consistently evokes positive emotions.
• Closure: Make sure your call to action at the end provides closure to the story while pushing for a conversion.

TLDR and Key Summary:

• Identify relatable pain points; use humorous scenarios.
• Convert product features into tangible benefits.
• Showcase transformations; quantify improvements humorously.
• Simplify scripts for instinctual appeal.
• Use humor to evoke emotions and enhance visuals.
• Include storytelling, credibility boosts, and emotional triggers.
• Conclude with a compelling, humorous call to action.

12+ funny ad inspo here.