The advertorial is a mash-up of both editorial and advertising. Because an advertorial isn’t just an advertisement or copy, it’s one of the toughest selling marketing materials to create. With a strong hook, an advertorial can be one of the best-selling items in your local town. With consumers becoming more aware of how often they’re advertised, traditional forms aren’t working as well as they once did in the past, making adverts one of the top money making marketing tools. Whether you’re a local business or a national brand, here are some tips on how to create successful advertorials:
Use the audience to help guide your writing. Before you even write the advertorial itself, you need to know who you’re targeting with your advertorial. Is it mainly a local business in a particular city? Or, is it more of a nationwide company that wants to reach a specific demographic?
Decide on the format that works best for you. Some publishers prefer a one-page, single-worded advertorial, while others like to create two-page spreads for their publications. The trick is to make sure you know your target audience and how much detail you want included within your content. Don’t let your publisher tell you what you should and shouldn’t include; you decide! If you have any questions, ask your publisher to provide examples of their past work.
Be careful to remain professional. People expect it from writers nowadays, but a badly written advertorial can damage your reputation instead of benefiting it. So remember that your advertorial isn’t an ad. It’s actually written text intended to explain a product, service or even idea. You’ll find there are several other equally important elements of good copywriting, including great lead-generation and selling techniques.
Here’s a good tip: if you’re writing a new advertorial for your website, go through your old ones and see what parts of them are irritating or outright annoying to your readers. What could be done to change that? Or, perhaps you could just add a few things to your copywriting style to improve the experience of your readers. No matter what your solution, always keep the goal of your advertorial in mind: increasing sales.
There are many different writing formats available today, so you won’t need to limit yourself to using one. The best way to get better results with your advertorials is to combine traditional copywriting techniques with creative ad copywriting ideas. That’s because it’s all about knowing your target audience and finding out what will be better for them. There are many different ad copywriting formats out there, but when you combine proven formats with creative writing, you’re bound to get better results.
For example, let’s say you’re working on an advertorial for a pet store. Your headline should immediately grab the reader’s attention, without them having to read any further into the article. A good headline needs to have a couple of reasons for being interested in your product. It has to appeal to them at first glance, but it also needs to be a bit of a tease – and then give them enough information about what the product is, why it’s good, and how it can improve their life. This is what’s known as a call to action.
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Call to action is a highly effective way to grab your audience’s attention with copywriting, because it makes people curious about what’s in it. So instead of writing “Find your perfect companion,” you could instead write “Your perfect companion awaits you at the nearest animal shelter.” When your advertorial comes across as being too vague or too obvious, readers will stop reading it before they get the chance to see what’s in it.