By Joseph Giunta
When was the last time you remembered an advertising message? Was it one that took the product seriously or one that had a touch of humor, and maybe even put a smile on your face?
Most marketing studies validate the use of humor in advertising, even though some experts still believe they are a distraction. The reason is simple: It is nearly impossible to ignore something funny, particularly if it is a cartoon.
So why don’t more small business owners use cartoons in their advertising? Maybe it’s because they don’t want to risk telling a bad or tasteless joke—that’s understandable. Nevertheless, it is possible to create cartoons that do not offend anyone. Or, it might be that generic cartoons rarely fit the marketing message or brand of most marketers. That can be fixed with a custom-made cartoon, but it also can be expensive—and where can you find a good cartoonist? We’re going to learn how to do that, but first you need to know why it is worth the effort.
Using cartoons in digital promotions can have a significant impact on response rates, according to cartoonist and marketing expert Stu Heinecke. He points out when Sandler Training tested using cartoons, the promotion “generated a 100% response and 8,000% ROI”—an impressive statistic. Not every small business will get these same results, but who wouldn’t love to get a 50% or even a 20% response rate on their promotional efforts?
What is truly funny?
There’s a simple rubric for determining whether a cartoon will work. When assessing a cartoon, see how it fits the following three categories:
1. Could it be considered offense? Do not be edgy or provocative, and avoid humor that makes light of serious or tragic things—this can backfire on you. Also, stay away from humor about political parties, specific politicians, religions, race, ethnicity, sex, or sexual orientation. Offending anyone with a joke within these areas can be tasteless and hurt your brand.
2. Does it support your brand? Cartoon humor should never hurt your brand in any way. Consider the cartoon to be a way of dramatizing the benefits of your product or service. Let the cartoon dramatize those benefits in a way that pokes fun at the problem—not the customer or the product.
3. Is it amusing? If you’re lucky, you will create humor that is “drop dead” funny, but in most cases, you will be able to create something that’s at least amusing. You will never go wrong striving to be amusing and, occasionally, you may even be funny.
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Where to get a great cartoon
You can find experienced cartoonists who will create custom gag cartoons for you on websites like upwork.com and guru.com. When using these sites, describe your needs as well as your budget parameters—this will put some measure of control on your costs. Cartoonists will show you samples and bid on the work; you will have the opportunity to interview potential artists.
Once you select a cartoonist, you will work with them—usually remotely—until the project is finished to your satisfaction. A custom cartoon costs between $25 and $50, and the finished cartoon will belong to you, so you can use it in more than one promotion.
When you’re working with a gag artist, provide a clear description of your brand and your market; let the cartoonist know how you distinguish your business from your competitors. Also, be sure to give the artist a list of bullet points describing the benefits you provide, so he or she can develop gags dramatizing them.
Once you have two or three gags, you can use the cartoon rubric to decide if a gag will work. You should also run it by others to see their reactions. If they laugh or smile, as well as understand what you’re selling and how it benefits the customer, then you’re ready to publish.
Laugh and the world laughs with you
When you use a custom cartoon in your advertising, you will attract attention and reader interest. It will communicate benefits in a memorable and funny way and engage the reader or viewer. Adding humor to your next promotion can put a smile on your face and profit on your spreadsheet.
RELATED: 4 Companies That Use Humor in Marketing (And How You Can Too)