The Secret Sauce of Humor Will Not Create Trust

Jamil: The best marketing copy is the one that your customer clearly sees themselves in. He says it's not whether you can write well or tell a good story, it's choosing who to target. Jamil suggests telling specific stories of pain and frustration from customers on dating apps such as Tinder for grownups. "The secret sauce of humor is not joy but sorrow," Mark Twain said.