Should we use humor in selling?
The reason not to is fairly compelling:
Of all writing, humor is the most subjective.
Therefore, what you think is funny may leave your reader cold.
To prove that humor is subjective, I submit for your approval my 10 favorite comedy films of all time:
4?Men in Black.
5?Scary Movie 3.
6?40 Year Old Virgin.
9?The Naked Gun.
Now I ask you: How many of these are also on your list? Not many, I bet.
Which of your favorite comedies did I leave off the list?
How many do you actually think are NOT funny? Probably one or two — proving my thesis that humor is indeed subjective.