January 20, 2019     Daily Post

Except It’s Not Native

Being a native means “you’re like us”. How native are you to those you serve?

  • Native social platform visuals > fancy TV-style visuals. If we can make the latter, we’re tempted to do it the fancy way. Except it’s not native. We earn attention when things are authentically fit-for-purpose. Asking me to rotate my device to see your landscape IGTV video says you’re just repurposing old stuff.
  • Native email > fancy email. If we can create emails with fancy multi-column layouts, we’re tempted to do it the fancy way. Except it’s not native. We earn more trust when our tools are familiar to the recipient. A one-column, plain email says ‘love letter’ instead of ‘spam’.
  • Iterative > significant claims. If we can create significant gains for those we speak to, you’d think it’s better to tout those gains. Except it’s not native, it’s too far removed from the beliefs of the listener. Don’t promise they’ll do 400 sit-ups. Promise 40 to start with.

Native means relatable. Genuine. Attainable ‘by people like us’. Even if it’s only a fraction of what’s possible for them, start where they are. Start native.