5 Rules to Draw Attention With Personalized Cartoons
For decades, we’ve been told by “experts” that “Humor doesn’t work” in direct marketing. Boy, were they wrong. When I talk about using humor in direct marketing, I’m talking specifically about cartoons with personalization. Editorial readership surveys have long shown cartoons are the best-read and remembered part of magazines and newspapers. That’s good to know when designing a campaign, because you only get a precious split second of your prospects’ time to influence whether they’ll open your letter or email, or toss it. Cartoons do a lot more than just getting people to open your campaign piece. Humor is about truth and truth creates agreement, but cartoons offer truth in such an immediate and disarming way that they are an ideal involvement, engagement and persuasion device for direct marketers. If you don’t know what you’re doing, humor can be hazardous to your campaign. But by following a few rules, it’s actually quite easy to put humor on the right track.