The definition of an advertorial is an advertisement in the form of editorial content. The term “advertorial” is a blend of the words “advertisement” and “editorial”.
The origin of the word dates back to 1946 and they did go out of favour 10-15 years ago, but I think in today’s climate there is a place for them once more.
My reasons for saying this are:
Needless to say the most important part of an advertorial is the content. I believe it needs to be engaging and tell a story. Here are my 6 tips to make them work for you.
1. Make sure you choose the right outlet. It should be aimed at your target market and have a high level of engagement with its audience.
2. Write the content as if you were a reader of that publication and use the same style of writing and use similar heading format.
3. Start strongly to get the audience absorbed. It doesn’t want to start by selling! Lead the reader and weave them through the story to keep them engaged.
4. Focus on what the problem is that the reader may be suffering from and want a remedy for. Whether that is poor cashflow or dry skin. (Nearly) every problem has a solution; it’s just a question of who provides the best way to remove the problem who will succeed.
5. When you come to introduce THE solution, you can quote real life people who have used XYZ to overcome their problem. You can even use photos of the customer and include video of them saying why they endorse it.
6. The end should include a call to action for what you want them to do next. Often the best step is to direct them to a website where you have a pop up that offers an amazing deal or freebie in return for their contact details and opt-in to your newsletter or blog.
There is more to cover on the topic of advertorials than I can include here, so please contact us if you’d like more information.
But don’t spend all night trying to think what you are going to write (like the man in the photo above). Just pick up the phone and call WMC PR on 03 9803 2588 and ask us to help you.
Following are three examples of recent advertorials, all quite different. So there’s no one size fits all.
A: 5a Hartnett Close, Mulgrave VIC 3170
T: +613 9803 2588