Top tips and advice on writing a successful advertorial
Advertorials work much better than a plain old advert. It works better because not only do you get more focused attention from the reader, but you get to demonstrate your personality, how professional and qualified you are, and you also get you to explain why the reader would need your your product or services.
A great Advertorial can build trust from the reader’s point of view, while you generate need or desire for your product or services.
Writing a great advertorial must serve 2 purposes:
1. You must have something that the reader can relate to and a topic which means something to the reader.
2. Your Advertorial MUST generate interest from the reader and prompt them to call you.
Too many times many advertisers write great editorials and offer valuable advice, however they get no response. The main reason is because the reader does not need to call, as there is too much information or too much advice. On top of that, there is no evidence of a strong call to action.
Below are some tips on how to create great Advertorials –
1. Make sure you have a great headline! This must stop your ideal reader in their tracks and grab their attention. It must be clear, precise and the reader must understand within a second what you are writing about.
2. Once you have a great headline, then you must keep the attention of the reader by having a strong intro. Make sure you drag the attention into the rest of the editorial. You can use this part of the editorial to identify and align yourself with the readers and their pain points, objections or fears.
3. Advertorial must not over sell, but don’t be afraid to talk about the process of why people should buy your products or services. Just don’t overdo it, don’t use clichés or promise anything which seems too good to be true, and avoid using slogans at all costs.
4. Don’t give everything away! Give just enough information, which creates either need or desire for what you are talking about, and make sure they have enough information to know – what, why when, where. You need to make sure that they call you. If you are struggling with editorial, then use a case study or build a story which demonstrates what you do, but make it from the point of view of your customers.
5. If you are going to use a story of what you are selling, think about the seasons, time of year, the type of reader and what kind of people are reading the magazine.
6. Relate to the reader. Build editorial that can relate to your ideal target audience. If you are in the business of selling to Mums, then make the editorial read in the style that Mums want to read. If it is Mums you want to attract then use specific language that is more feminine.
Just remember the editorial should be about them and not you!
7. If you are selling your personal services, then use a good picture of yourself. People relate to, and buy from people. So if they can see who they would be calling, having a professional profile picture helps identify who you are.
8. If you have enough text space, then don’t be afraid to have a brief detail about who you are, what experience you have or why you are doing what you are doing. If you have won any awards or a qualified profession, make sure the readers know this. If you are part of a professional association, then make sure you get the logo inserted on your contact details.
9. If you are selling a product, have a good picture of the product or people using your product.
10. Be absolutely clear about what you are selling. Don’t overkill, thread your message or product throughout the editorial. Use any quotes or testimonials where you can.
11. Be absolutely clear that you want readers to contact you. You can build in a sense of urgency by closing with BUY NOW or CALL ME BEFORE THE END OF THE WEEK, with a special offer or discount.
12. Try not to include pricing. The only time you should run with pricing is if what you have is exceptionally great value.
13. This might seem obvious but make sure you have your contact details included and make sure they are correct. Trust me, getting the wrong email address or not even a telephone number happens often.
14. Make sure you get your editorial read by someone else, and make sure you check grammar and spelling mistakes. If you want to give a professional opinion, then you must make sure you have no mistakes and everything reads correctly.
15. Very last top tip – MAKE SURE YOU GIVE YOURSELF PLENTY OF TIME! Be clear about the printing deadlines. If you rush anything, mistakes can easily be made.
Be prepared that your advertorial may not work the first time you run it. You need to gain the confidence and trust of the readers, while creating need or desire. If you are running a one off advertorial the readers need to gain confidence and trust your opinions.
TOP AFTER TIPS!
● Once you have finished, had your editorial proofread, and published, use the article as a blog. Post on your website!
● Why not make a YouTube video of the editorial? Make sure you put all the words into the description. Don’t forget to tag the article for SEO!
● Use the article as a newsletter.
● Promote the editorial and the magazine you are published in. If your target clients or customers are aware of the magazine, then they are more likely to search for it.
● Post your article on Google+, Facebook and why not tweet a link about it.
● If you are in a professional service, post on LinkedIn.
● Ask for feedback from people you know about your article. This will help you understand what people actually understand and what message you want to get across.