Using phrases such as "you" and "your", as well as slang, can help to create a more spontaneous tone of voice.

Using humour in your copy lets you show customers that you're not stiff, formal or too serious about your products and services. By using phrases such as "So what's the deal with..." you'll keep people interested and looking for answers.

With humour, you need to avoid adding information overload. When writing in a humorous tone, keep your copy brief and straightforward so customers don't get bored or distracted by too much detail. 

When you're writing for humour, it's best not to try too hard, as this can irritate customers and make your copy less effective. 

Humour should come naturally; you don't want to end up unintentionally irritating or upsetting people with your message by forcing it. 

Knowing your audience will help you know the kind of humour that will help them engage with you. For example, slang and playful phrases with a casual tone would be the most appropriate way of writing your copy when targeting young people.