Copywriting That Is Absurd But Works

Every company has a copywriting formula to sell their products or services to consumers. Today I will be taking a look at the landing page of Cards Against Humanity

A Party Game For Horrible People


Coming to the landing page, you will see a simple description of the game and the core rule of how to play the game. The top right rotates into different card combinations to give you an idea of the type of humor involved in Cards Against Humanity. Two separate buttons link you to two different parts of the site. The yellow button will bring you to the site’s store where you can purchase the base game and all of the expansion packs. The white “Download for Free” button gives you a Pdf file that includes the rules of the game, copyright law, and a few hundred cards for you to print.

Make Your Own Deck


Scrolling down, the site offers a PDF file for users to create their own cards or print off premade ones. Cards Against Humanity states that users have their permission to create their own decks for free however those decks are not to be sold.

“Please do not steal our name or we will smash you.”

Buy At Our Store

cah 3

Scrolling to the next section, we are greeted by a sideshow displaying four expansions of Cards Against Humanity. Users can click the white button to visit the site’s store and purchase different sets of Cards Against Humanity.

Email Address


Right under store display is an email list users can sign up to get the latest news on projects and new products.

Your Dumb Questions

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Getting down to the bottom of the page is the FAQ section labeled as “Your Dumb Questions” Opening up one of the questions will give the user a witty response. For example for the users wanting to order the different base versions of Cards Against Humanity, the site will reply with.

“Sorry, bucko. If you live in America you’ll get the American version of the game. If you live in Australia or New Zealand, you’ll get the Australian version. If you live in Canada, you’ll get the Canadian version. If you live in the UK, well… you get it. This is to prevent the spread of invasive species like Kudzu vine, blood barnacles, Russian shit beetles, musk thistles, Tunisian sand pickles, or Dementors.”

Users can find the contact email for the company and make suggestions for cards here as well.

The Forumla

  • Keep it simple and get straight to the point
  • Make your consumer get a laugh from the thought of using your product with their friends at the next party.
  • Offer a free sample of your product

Laughter really is the best medicine and Cards Against Humanity makes it work for them. Their site is simple, gets to the point, and throws in some witty comments for a good laugh.





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