Feb 10, 2014
The Basics Of Writing and Using Advertorials
An advertorial is, as the name suggests, an advertisement that is designed to look like an editorial or article in a publication. Unlike standard advertisements, which tend to rely heavily on images rather than text, advertorials are usually almost entirely text. They are intended to look like any other article in a publication. Because of their length and density, they are an excellent way to convey a great deal of information about a product, brand, or service to the audience.
Writing an effective advertorial and making the best use of it can be tricky, especially if you are not used to the form. Making the transition from traditional ads to advertorials can be difficult if you do not know what you are doing.
Because advertorials rely so heavily on the written word, you need to make sure that your writing skills are up to par. A good advertorial needs to be not just informative, but also entertaining and enjoyable to read. If your advertorial is nothing but a long list of facts and figures, no one is going to make it past the first paragraph or two.
Remember that the job of an advertorial is not just to convey useful information to a reader, but to sell them on a product at the same time. If you find yourself falling into the habit of just listing facts about the product, focus instead on making your writing more interesting. You can use some of the same techniques you use in other forms of advertising if you can translate them to the written word. This is something that is discussed extensively in VSN’s 500K Blueprint.
Remember to research your context before you start writing your advertorial. It needs to be pitched at the correct readership if you want to get the proper reaction. Before you sit down to write, read some sample issues of the publication in which it is going to appear. Again, this whole process is something that we cover extensively and in detail in our 500K blueprint product.
Your advertorial needs to be able to blend in with the rest of the content surrounding it, so having a sense of the tone of the publication is important. An advertorial that is going to appear in a news magazine, such as “Time,” needs a much different tone from one that is going to appear in “Men’s Health” or “Maxim.”
Avoid relying on cliches or slogans when writing your advertorial. It needs to sound as if it were written by an ordinary journalist, not a marketing professional. If your advertorial is filled with over-the-top claims, marketing jargon, or meaningless slogans, no one is going to give it any credibility.
Do not make your advertorial sound too much like an ad. Remember, while you are trying to sell something, you are trying to do so while sounding like any other article in the publication. If you spend the whole time trying to sell the audience a product, they are not going to be fooled.
Advertorials can be very useful tools in a marketing campaign, but you have to know how to use them properly if you want to get the best results. To find out how to great the best Advertorials possible, check out the 500K Blueprint.