Why Cartoons Outperform Every Content Format

No Longer Captive

In the advertising days of Mad Men and three TV channels, it was fairly easy to captivate your audience. There were not exactly a lot of options when it came to changing the channel, so the competition was extremely relaxed.
Tom is here to tell you that those days are over. The captive audience is a myth, and your audience has never been more fluid and distractable.
To entice and ensnare the eyes of your customers, you need creative content that hits the market ready to go and demands engagement immediately. The source of that kind of creativity doesn’t come from the bolt of inspirational lightning. Surprisingly enough, it’s repetition that bears the fruit that delivers you leads over and over again.
Sitting with content over several days allows you to mull it over and fine-tune your approach. The result is content that grabs attention and stands apart from the rest.

In This Episode

• How time and repetition, not urgency or inspiration, leads to creativity
• Why incorporating new marketing technology and social platforms doesn’t mean just plugging it into what you’re already doing
• How Shiny New Thing Syndrome leads to a crippling of the creative process and subsequent marketing strategy
• Why the rise of technology means a whole new generation of a free audience
• How to find the V1 marker of launching a new career

Quotes From This Episode

“If I focus too much on the numbers, it starts to get in my head, and that takes me out of the creative process.” —@tomfishburne
“I may not have the best idea on day one, but after doing that every day for five days, I have some stuff to work with.” —@tomfishburne
“I have to respect the creative process as having these blocks of time to be creative, and I don’t always know what’s going to come of it.” —@tomfishburne
We're making the same mistakes with different tools. Click To Tweet
“You can amplify an exciting idea with technology, but it can’t be a crutch.” —@tomfishburne
“Let’s remember the fundamentals of what we do and to take advantage of what’s out there, but try to avoid that shiny new thing syndrome.” —@tomfishburne
You can't save a boring idea with technology. Click To Tweet
“That mindset of having a captive audience is something that many marketers were brought up into, and there’s no longer a captive audience.” —@tomfishburne
“These tools may allow us to reach audiences in ways like never before possible, and that’s incredibly exciting, but yet, it’s also never been easier for these audiences to tune out whatever it is we want to say to them.” —@tomfishburne
There's a real power in talking to niches. Click To Tweet
“On average, cartoons perform triple the engagement rates of other types of visual media.” —@tomfishburne
“When you’re looking at a cartoon, you see yourself in the cartoon. There’s something inherently engaging about that formula of working with cartoons, that seems to really resonate.” —@tomfishburne

Resources

• Tom Fishburne on Twitter: @tomfishburne
• Marketoonist on Facebook and Twitter
• Your Ad Ignored Here
• Social Network Adoption
• 7 Deadly Sins of Innovation
• xkcd
• The DO Lectures
• Marketing Week Live 2017 Guests Achieve Artistic Guinness World Records Title
• Oreo’s ‘Daily Twist’ Campaign Puts Cookie in Conversation