Making Native Ads Work for You

If The New York Times or The Wall Street Journal front page looked like this, readers would be right to question the integrity.

POLITICO, on the other hand, provides free content. With 300 on its payroll it can certainly use the loot.

Takeaways to Consider

• Native advertising is PR—your chance to tell your story journalistically without the in-your-face hype of advertising copy.
• This is news/information—NOT an ad in drag.
• Two Decisions at the outset:

1. Whose readers are the most logical for your message?
2. What do you want to accomplish?

• Publicity
• Leads
• Investors
• Customers
• Sales
• Inquiries
• Downloaded material
• Website traffic
• Financial contributions
• Buzz
• Interviews
• All of the above

• Let's say you decide on POLITICO.
• Start by reading two months of POLITICO. Study the style of the top writers.
• Get inside the heads of the readers and write to that audience in the POLITICO style.
• Five times as many people read the headline as the copy. Thus the headline represents 80¢ out of every dollar you pay POLITICO.
• "Your headline should telegraph what you want to say—in simple language. Readers do not stop to decipher the meanings of obscure headlines." —David Ogilvy
• "Headlines are the hot pants on the hooker." —Bill Jayme
• The lede also must a grabber.
• "Upset a bucket of gore in the reader's lap and spend the rest of the piece cleaning it up." —Bob Scott
• Don't wander off topic.
• "Specifics sell. Generalities do not." —Andrew J. Byrne
• If you send a reader to your website, create a satellite landing page that picks up on your native ad.
• A reader who lands on your general home page will stumble around wondering what to do next.
• On the Internet we are all a mouse click away from oblivion." —George Wolff
• Hire a pro to write it.

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