Discover how to write funny copy.
You owe it to yourself, your audience,
+ your bank account
Your copy, and indeed your life, will never be the same.
Look, here's the deal:
Most people are tired of being sold to in the same snoozeworthy-or-tearjerking ways marketers have sold things since the dawn of time. They're tired of the same old spiel. And they're in DESPERATE need of a good laugh (I mean, have you been living in the same 2020 as the rest of us?).
While using humor isn't at all new in the marketing world, it's mostly been restricted to the work of high-powered ad agencies running Super Bowl ads. The everyday marketer either doesn't "have permission" to crack a joke, is too scared, or both.
And that's just not fair. Everyone should be able to tap into their funny side and connect with customers at will.
Because not only does being funny give you a shortcut into the warm, fuzzy, relationship-building parts of your customers' brains — it actually helps your readers, users, and customers remember you better.
That's why I built this course.
Being able to harness humor isn't just about writing jokes in your copy. It isn't just about coming up with fun brand colors or mascots.
It's about knowing WHAT's funny, HOW to say it, and WHERE and when to say it. All in the direct service of making more sales.
So if you're a marketer or business owner who wants to use humor like a psychological weapon to slash customer purse straps — and be adored for it — this course is for you.
Warning: What you learn will probably also get you a lot of dates. And you'll never watch an improv show the same way again. HA just kidding, no one goes to those.
Being funny makes you money
"Thank you so much. Your work kicks **s and you’re a pleasure to work with. Now is when you ask for referrals and we gladly recommend you. Business needs more human. You bring human. Thanks for giving SSS more voice!"
- Andy Humphrey, Founder, Sprinkler Supply Store
This is an online, application-only course, presented LIVE over the course of 6-8 weeks.
You'll see my weird face, a lot of cool slides, and you'll also get fun homework to help you digest the material.
In our weekly Zoom classes (recorded for posterity/those in weird time zones), you'll...
- Learn about the history of humor in marketing — so you can quickly emulate the best and steer clear of the worst
- Identify and codify your own (or your brand's) sense of humor — so your brand becomes not just recognizable, but likable
- Understand and harness humor's cognitive, social, and emotional impacts — so you can control your customers like marionettes, except in a fun, less creepy way
- Discover improv and standup comedy fundamentals — so you can charm + disarm everywhere you go
- Grasp and practice linguistic tricks, visual jokes, and structural formulas — so you strike the right balance of comedy to conversion no matter what you're building
5 sections of material. 7 live classes.
And a deep, intuitive understanding of what funny is + how to make it work for you.
You’ll come away with a deeper, more confident understanding of WHAT HUMOR IS and HOW IT WORKS. And you’ll be able to confidently apply this knowledge to your marketing strategy, copy assets, and world domination schemes.
Possibly the best part? As part of your coursework, you’ll use my never-before-shared Mad Libs Welcome Email Template to create a brand-new welcome email sequence in your newly punchy copy style.
Hol’ up, lemme make sure I’m counting right. Is that… 7 weeks of live classes, coursework, feedback, AND a brand-new email series for less than $600?
Goddamn right it is.
Apply for your spot now, because there are only 12. And who knows when I’ll get it together to record an evergreen version of this thing.
"It’s obvious she practices her craft a lot and deeply understands what is going to work and what isn’t. I think that’s partly because of her improv background as well. She does a lot of that. I think she’d done stand up comedy as well, but she really appreciates the value of being able to put yourself in other people’s shoes and understand what is going to be funny to everybody versus being deprecating about your comedy to other people."
- Mike Taber, Bluetick.io + Startups For The Rest of Us
We're doin' it live —
+ there's only room for 12 people
This is a beta launch, meaning it’s gonna be small, interesting, and laser-focused on giving students the value they came for.
Will you get access to me in a private Slack for all your humor copy questions? Yep.
Will the first 3 people who apply + get accepted ALSO get my hands-on edits on the work we create together, as a very special thank-you-for-loving-me bonus? Also yep.
Will it be messy? Maybe.
Will it be fun? Abso-fuckin-lutely.
"Lianna is good. Really good. We were redoing a sales page that was pretty old and really needed an overhaul and purchased Lianna's 'Uppercut' where she rewrites the page for you. It is SO MUCH BETTER than it was before. Still a few weeks before we push it live but will try to remember to report back with the impact it had on sign-ups. If you want your copy to be serious or straightforward (read: boring) Lianna probably isn't the best fit. Otherwise she's awesome and I highly recommend her."
- Andrew Youderian, Founder, eCommerceFuel
First of all, stop saying “gee whiz”. It’s 2020, Bill Cosby is gonna die in jail, and you’re a grown-up who’s allowed to say the F-word.
You need this because everyone needs this.
Because life is just too short to be boring.
Because your copy is weak. Lame. Drab. Full of fluff and filler that needs to be sucker-punched up and out.
Comedy is the best way to lift your copy out of obscurity — and shoot it right into the engorged hearts and wallets of your target market.
Look, if you’re already writing full-time for Saturday Night Live and moonlighting as a copywriter just to keep yourself humble, this course might not be for you.
BUT on the other hand, if...
- You find it painful to sit down and write anything, because it feels less like chatting with a close friend and more like writing a shareholder update…
- You can’t remember the last time you were genuinely excited about sending your latest marketing email or hitting Publish on a new sales page…
- Your style is as stale as Saltines...
- Your copy isn’t converting…
Then you should definitely apply to join the first round of Conversion Comedy.
"Gee whiz, do I need this?"
Not convinced funny copy works? Lemme slap your cheeks with my rock-hard numbers:
"I just got the chance to check everything out and it's all fantastic! (I lol'ed at "*chef's kiss*" )
We have already seen a noticeable improvement in our conversion rate and this all should help even more.You rock. Thanks again."
- Braxton Manley, Co-Founder, Braxley Bands
"So we reviewed the referral and confirmation copy and it looks like you nailed it again. Very impressed."
- Shelby Perkins, Co-Founder, Polymath X
There's a lot more where this came from, but I'm tired of copying and pasting. If you want something else to click, here's a case study where my funny copy literally doubled sales on one product.
I've been teaching this stuff live for years. Now it's your turn to learn.
AND DOZENS MORE
What's inside the course
yay bonuses! everyone loves bonuses! (bonusi?)
Section 1: Why You Should Care About Humor
BONUS: Recorded interview with copywriter Amy Harrison
Section 2: The Psychology of Humor
BONUS: Recorded interview with copywriter Kirsty Fanton
Section 3: Humor Styles & How to Identify Yours
BONUS: Recorded interview with copywriter Jon Buchan of Charm Offensive
Section 4: Joke Formulas & Humor Linguistics
BONUS: Recorded interview with standup comic Mary-Devon Dupuy
BONUS Section 5: The Fundamentals of Improv with improv pro David James Hamilton! * we're gonna record this when it's safe to do in-person improv again
”I tried to stop Lianna from putting so much valuable information in this course, or maybe get her to create multiple courses instead. But she wouldn’t listen. Then I tried to get her to price it higher. But she is relentlessly self-defeating and insisted on selling spots in her private beta at a mind-bogglingly low $597. I don’t know what else to say, but you should probably buy it.”
- Charlie Gilkey, Founder of Productive Flourishing & Business Coach to the Stars, Who Definitely Said This
I’m a dumb bitch. Should I buy this?
What if I buy it and don’t like it?
If you attend every class, do your homework, and have the balls to say this to my face, I will consider giving your money back.
I’m already funny. Should I take this course?
What’s it like up there on that pedestal, hotshot?
I’m not a copywriter. Should I take this course?
Finally, a good question! This course is mainly geared toward people who write copy — whether they’re copywriters by trade, or simply overworked marketing directors, ecommerce store owners, SaaS founders, you name it.
TL;DR if you write to an audience and you’d like a little more confidence to crack jokes, this course will help.
Don't wait, 'cause it took me like 4 agonizing years to make this, and who knows when I'll do it again.