A Guide To Native Advertising: Flirting
The Bewitching Mistress
It's hot outside. The AC vents in the office are not working for some reason, wafting air so stuffy, your office starts to feel like a sauna. Sitting in that familiar, comfortable chair with the slightly off-sized desk and constricting suit you're wearing because GQ magazines inform you that successful business men are dressing in tighter and tighter suits - she surprises you with her clicking heels and approaches your desk. Bending to touch your desk ever so slowly, she angles herself in such a way to reveal just enough, making your eyes wander. She beckons you close, breathing soothing, cool air into your ear. Pulling on your tie, she draws you slowly towards her. You tingle from her alluring touch, flawlessly made-up face, and perfectly tied hair in an Audrey Hepburn style bun. You wait in anticipation for her lips – but they never come.
Chest tight, breath held, heart palpitating, you look down at your tie and realize, it continues to extend endlessly, like a multicoloured handkerchief stuffed down the throat of a clown.
You get up from your chair and begin to take anxious steps as you are uncontrollably drawn to this bewitchingly attractive mistress. So close, you can almost taste her smooth pastel coloured lips. She circles, stopping just behind your back, she grabs your shoulders and massages you ever so gently...
Stop.
What you've just read is a story constructed to make you care about the content of this article. The characters? Yourself and a Product – which is, in this case, the seductive mistress that is Native Advertising. This story is Native Advertising.
Why The Elaborate Ruse?
The sad truth is, if I just jumped in and started explaining Native Advertising to you, I would lose you. This is the traditional online advertising approach: seconds of exposure, with little-to-no interaction and no retention. Simply put, it doesn't work. At least, it doesn't work like it used to.
See part 2 if you to make content like this: How To Tell A Native Advertising Story
In collaboration with Matthew Orsini, Synden Hope-Johnston
Photo credit: You Queen