The Art & Science of Non-Traditional Advertising for Small Business
Did you know that some of the best marketing doesn’t look like marketing at all?
While we’re all trying our best to play the proverbial catch-and-keep game with customers, there’s a marketing approach as old as the hills and as fresh as this morning’s news that most small businesses overlook…
Native Advertising.
Discover great ideas from top business books and learn how to apply them to your business by leveraging artificial intelligence tools like ChatGPT.
Native advertising is the chameleon of the marketing world…
It simultaneously blends in, and stands out.
Its roots trace back to the living rooms of soap opera viewers, where products and services were seamlessly woven into storylines.
Today, the essence remains, but the platforms and opportunities have expanded exponentially.
Let me share a deliciously clever example.
Picture the YouTube series “Chicken Shop Date,” a native ad gem promoting the British fast food chain Sam’s Chicken.
The script is simple yet brilliant: a host and a guest, like the iconic Ed Sheeran, share a relaxed (or hilariously awkward) chat over chicken.
As they converse, the camera captures snapshots of the restaurant — best-selling products, the menu, the vibe.
The Sam’s Chicken logo is a constant, unobtrusive presence, and their food isn’t just a prop; it’s part of the conversation, making it mouth-wateringly appealing.
It’s native advertising at its finger-licking best.
Attempting Your Own Native Ads Effort
Now, imagine translating this to your business.
Think of an article on a local online community page discussing the challenges of entrepreneurship, subtly highlighting how your service saved the day for a local hero.
Or consider this: a pet grooming service crafting an article titled “10 Hilarious Haircuts for Your Poodle,” showcasing their grooming skills in a light-hearted, engaging manner.
Think about the types of questions your prospective customers, clients, or patients might have… and answer them in a brand-building, non-salesy environment.
Of course, you do want to make sure to bake in some information on how to buy from you.
Here’s an example of an “article-style” native ad I wrote for a client several years ago, witch a clear-as-day call-to action for readers to take the next step toward using his services.
Let’s See How AI Can Help You Get “Native”
Here’s a prompt you can use with ChatGPT or your favorite AI tool to come up with some native advertising ideas for your business:
Act as a Native Advertising Strategist specializing in Small Businesses. Help create engaging content that subtly integrates product or service promotions into captivating, story-driven narratives. Focus on crafting a seamless blend of storytelling and marketing, ensuring the promotional aspect doesn’t overshadow the content’s value and engagement.
Task: Develop a native advertising concept for a small business, integrating their product or service into an engaging, story-driven piece. Consider the business’s target audience and craft content that resonates with their interests and needs.
Start by asking me for a brief overview of my business and target audience.
Native advertising give you the opportunity to be more than just another advertiser.
It allows your business to become a storyteller, a magician who weaves products into narratives so smoothly that the audience doesn’t see the seams.
Go ahead, take this ancient art form, spin it with your modern twist, and watch as your audience engages with your brand like never before.
After all, the best kind of marketing is the one that doesn’t feel like marketing at all.
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