I’m Holly, and thanks to Amy, I am now a cartoon. I am also proud to call myself both a client and friend of Amy’s. So, while I could easily spend all day telling you how awesome Amy is, if you’re reading this, you probably know that already. So, what I’m going to talk about today is going to sound like one of those Alice in Wonderland riddles, but it’s really a simple concept: How is a cartoon like copywriting?
For some background, I’m a copywriter. In particular, I’m a copywriter who specializes in capturing voices. Clients come to me with a sales page, and then a process starts. I listen to them talk, I read their material, and I find out as much about them as I possibly can. All so I can write the wordy equivalent of one of Amy’s cartoons. Which is quite honestly why I wanted a cartoon for my website. Her cartoons capture people in the same spirit as my copy does.
But rather than sound like an ad, I really want to talk about how cartoons and copy are similar, and can serve the same purpose on a website. It’s a whole different way to express yourself on your site, and equally valuable and interesting. Cartoons, by nature, reflect the truth of a person. Cartoons, by nature, are also exaggerated for effect. People are larger, louder, and more colorful in a cartoon. It’s still them, but maybe not the person you’d meet in a business setting, or at the park on a weekend. But that’s great, because if you’re a business, part of the key to making money is being yourself. Not just in a quiet way, but in a loud, colorful and powerful way.
Good marketing copy does the same thing. It captures the essence of you, and then exaggerates it in a way that draws people in, and shows off your personality loudly in the best possible light. Like a cartoon, this doesn’t always equate to loud and obnoxious writing. The true sell is in the details. On my cartoon, it’s the little sweater on my dog that has a royal crest, because he’s named after the canine knight from the movie Labyrinth. Someone is going to see that on my site and know what kind of person I am, just from that little detail. In the amazingly fun world of the internet, I would bet real money that someone would make a copywriting inquiry on that detail alone. That wasn’t something I planned or requested: it was something Amy added from her knowledge of me, and of my love for muppet movies and my dog.
In an ideal world, that’s what great writing does too. It captures the small details that make up who you are, and presents them in an intriguing and marketable way. It’s not about neon orange and green, or about large bold text with yellow highlighter. When it comes down to it, good marketing, in whatever form is always about people.
That awful overused saying that a picture is worth a thousand words? Sometimes, in marketing, it’s really true. And sometimes, you need the words too, but they need to paint their own picture; one that is equally real, and equally cartoony.
Holly is the founder and chief pirate queen of Cottage Copy, along with her canine co-manager, Sir Didymus. You can find her on twitter as @copygeniusgirl, and on her blog.
