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native advertising

Find your voice.

Native advertising is a powerful marketing tool that can build a much more personal relationship with your customers and potential customers. Establishing the approach you take with your native advertising should be an extension of your core product voice.

Six points

Consistent messaging across all marketing tactics and customer touchpoints should rule. The native approach introduces more product “speaking” opportunities. Here’s SalesFusion’s quick, six-point list of ideas (and some creative viewpoints and sidetracks) to keep in mind as you build your native voice:

  1. Decide Who you are.
  2. Use your voice to differentiate.
  3. Describe your brand voice in three words or less.
  4. Inject personality.
  5. Don’t forget grammar.
  6. Craft your microcopy.

For the background and details for each list point, read more here.

Native beware

Now that you are all revved up to start or take your native advertising to the next level … don’t be scared off by the Federal Trade Commission’s policies. After you read them, they are common sense from the FTC’s consumer protection standpoint. Just know the facts.

The FTC’s recent rulings of improper use of native advertising in the Lord & Taylor case may give you pause. Learn the case facts and the pitfalls that can get you in trouble. Last December the FTC issued their formal enforcement policy statement and their website carries a native advertising guide that provides background on the statement. AdWeek published two very helpful articles covering the L&T case and the FTC’s native policy statement.

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