Native ads are hooey unless you use your native tongue.

Native ads are the rage. Imagine that.

According to Krystal Overmyer (don’t know her but she is a very smart writer) in a recent post for the ContentStandard:

“Native content is often considered a subset of content marketing, and it generally refers to how brands work with online publications to create paid content that follows the form and function of that platform.”

In other words, respect the platform. Use language that shows you respect the audience. The good stuff keeps coming back into usage. David Ogilvy, in the Advertising Hall of Fame, said something similar over 50 years ago. In a meeting, he once famously told a colleague not to talk dawn to the consumer. He said,

“The consumer isn't a moron. She is your wife.”

Native content creators haven’t uncovered a revolutionary new perspective on how to communicate with consumers. In fact, they have more in common with Ogilvy than they realize. David was a firm believer in long form advertising. He was a blogging forerunner and he didn’t even realize it.

He just knew that telling a compelling story with compelling characters (like the Man in the Hathaway shirt with the eye patch) were more appealing and drew people into the brand. They related to it. That is engagement.

In your marketing, find your brand’s authentic voice. Listen to your advocates. Speak with your native tongue in native content and everywhere else.

Your brand will thrive. If you would like to talk (in your native tongue) further, drop me a note at jhenke@henkeinc.com.

Thanks.