I have never attended Comic College or perused the curriculum of comic training. As a comedy consumer, however, I have noticed three elements consistent with the best comics.
They are likeable.
They have impeccable timing.
They keep the audience wanting more.
These attributes can be applied to the marketing of any product as long as it is done with integrity. Sure, marketers unwittingly do this as a matter of course, likely under other descriptors, but is it done from the proper perspective?
Imagine approaching efforts to improve brand marketing from the perspective of a student comic or any entertainer with these three elements in mind. I’m suggesting that marketing teams adopt the POV of a rising star, honing the product’s attributes so that it is likeable, delivered with impeccable timing, and keeps the target audience wanting more (read: engaged).
Let’s unpack factors that will help us market like great comics!
Likeability
- Define your brand’s persona.
- Incorporate a smile in every piece of content development; it’s all about the approach.
- Define your target audience’s persona, then take a walk in their shoes to learn their behaviors and preferences, and to identify with them.
- Understand what motivates your audience, what ignites their passion.
- Gather feedback through surveys, focus groups, social listening, etc.
- Align product attributes with your audience’s needs.
- Develop messaging that speaks to your audience yet maintains your vernacular. This is particularly important to have at the ready, so you don’t miss an opportunity (see timing).
- Communicate what your product is, why it is relevant, and how it fits seamlessly into your audience’s lifestyle.
- Have fun. Don’t take yourself too seriously.
Timing
- Strike while the iron is hot. Always be ready to promote your brand or product. Opportunities abound.
- Pay attention and respond to current events, seasonal trends, and consumer readiness.
- Respond promptly to your audience.
- Be aware of competitors’ movements but don’t obsess over them, and for heaven’s sake, don’t imitate them. Keep the focus on your efforts and your unique approach.
- Partner with hecklers. I tell my public speaking students this all the time: invite a heckler into the spotlight (figuratively speaking). He’ll either shrink and go away or make an ass of himself. Either way, you win.
- Play offense, not defense.
- Leverage a sense of urgency, when appropriate and real, but...
- Know when to pull back; over messaging can be annoying. Read your audience and monitor your data.
Keep them wanting more (AKA: repeat sales)
- Enthusiasm is contagious and confidence is attractive; inspire both through the image you project, maintaining authenticity, of course.
- Maintain a reputation of dependability.
- Ask your audience to refer a friend, share the love, or help with feedback. Engage them directly!
- Avoid obsolescence, making updates only to stay relevant. Revisions for the sake of revisions may cause more frustration than acceptance.
- Reward early adopters and loyal patrons, yet establish a club anyone can join.
- Analyze your brand or product regularly, making sure you are delivering for your target audience.
- Track KPIs like engagement, conversion rates, retention, and referrals.
- Use data to personalize re-engagement through emails, ads, offers, etc.
- Wash, rinse, and repeat (aka: measure, test, and refine).
- Let real behavior guide your decisions, not assumptions.
Have you heard about the marketer who swore off dating apps? He was tired of getting no conversions.
Okay, I’m going to look into comic college!
