Cartoons in the Mail: How to Make Them a Success
In his book, "Drawing Attention", a primer on how to use cartoons in all aspects of marketing, advertising, personal contact campaigns and social media, Heinecke lays out some rules on cartoon use (besides revealing truth) that have led to incredible response rates for his clients over the years.
- The recipient always wins. In a double-postcard Heinecke mailing for the American Diabetes Association (see the third image in the media player), prospective members are flattered by a series of panels that recognizes their commitment to defeating a disease. They become heroes, part of the story ADA is trying to tell about the work its supporters make possible.
- Focus on the recipient, not the brand. In a New Yorker mailing (see the fourth image in the media player) that beat the old control, the subscriber's name was dropped into the caption for the cartoon. By not being about selling a subscription to the magazine, the cartoon, in effect, sold the prospect on subscribing.
With the right resources (artists, sales copy) and the right sense of humor, a cartoon — especially a personalized one — can be a powerful direct mail tool.
Paul Bobnak is the director of research at Who's Mailing What!, which houses the most complete, searchable (and fully online) library of direct mail and mail in the world. To learn more about joining, go to www.whosmailingwhat.com. Reach him at firstname.lastname@example.org.