Not Everything Needs to Be Fun
Great copy isn’t always witty. Sometimes, it’s just right.
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
Let’s make it fun!
Probably the most dangerous sentence in a copy briefing.
Over the last years, it feels like every brand wants to be the funny one at the party.
Witty taglines. Jokes in error messages. Emails that start with “hey you 👀” instead of just saying welcome.
And sure—done well, humor works. Personality connects. But when every single brand and every single message tries to be clever, your tone stops sounding intentional… and starts sounding exhausting.
When everything is fun, nothing is focused.
NReality is ot every touchpoint needs a wink. Some just need clarity. Or warmth. Or a moment of silence.
Imagine a 404 page that says “Oops! Looks like we broke the internet 😅” when all the user wanted was to track their order. That’s not charming. That’s frustrating.
They don’t want a punchline—they want a next step.
Personality ≠ jokes.
Brand voice ≠ being casual.
And good copy ≠ being funny all the time.
Good copy respects the moment. It’s appropriate. Intentional. Thoughtful. It knows when to entertain—and when to step back.
For me, tone is like clothing: You don’t wear the same thing to a job interview, a first date, and a funeral. And your brand shouldn’t either.
So before you add another pun or emoji, pause.
Is this the moment for fun?
Or is it the moment for trust?
Because copywriting isn’t about being clever. It’s about being right.
And knowing when not to be funny? That’s one of the smartest moves your brand can make.
Outside the desk
Where the magic really happens.
⛰️ Yesterday I arrived (again) to the Basque Country to spend some days here, running away from the heat in Valencia.
🎛️ The weekend was for the first (and not last) music festival of the summer: Les Arts. Rock, Indie and a lot of friends.
🎾 And the hangover felt better watching Carlos Alcaraz playing Roland Garros and making history. Since I’m playing tennis more lately, I’m also enjoying (again) of watching it.
Make it global, baby
If you want to work with me, this is the way.
🚀 Want to take your brand to the next Spanish level? Hit the “reply” bottom and let’s talk.
📬 Want to appear in one of the next issues? Let’s see how we can work it out.
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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙