Advertorial Writing: Advertorial Writing Tips

Advertorial Writing

An advertorial is an advertisement disguised as a regular piece of content. Advertorials are a specific type of promotional material. They appear in newspapers and magazines both in print and online. Advertorials should look and read like an article even though they promote a product or a service.

Readers now have a sixth sense for promotional materials and ads and if they feel like your advertorial is all about selling, they will stop reading. It is difficult to create compelling advertorials because they start with the list of features, characteristics of your product, and the desire to close as many sales as possible.

Below, we look at how to write a compelling advertorial that will bring the sales you want:

1. Study The Publication And The Audience

When writing an advertorial the first step is adapting your tone of voice to the publication and the people reading it. A simple search will show you that a certain product has different advertorial approaches in various publications.

The audience that reads this publication expects a uniform approach and tone of voice. If your advertorial stands out, it will stand out in a negative way. The audience will view you as the ‘intruder’ in the content and turn the page or click on another click.

2. Build Your Story

As we said, advertorials should read like articles. Articles tell stories. They have a character, a plotline, intrigue, and an end. Your advertorial should do the same. It should introduce a character, your user’s persona, their problems, and the way they moved from a difficult situation to overcome it by using your product.

3. Stir Emotions

Advertorials give you more text space to elaborate on the emotions, which lead the reader to the call to action. Insist on the pain points; agitate the audience with vivid descriptions that they can relate to. Engage your audience and plan the emotional build-up carefully. Try not to overdo it and lose readers by playing too hard on their emotions.

4. Provide Proof

Advertorials should include information, emotions, and proof. If you state that your product will solve your audiences’ pain points, show proof. That is why it is important to collect testimonials, analyze sales data, and build statistics concerning your customers’ level of satisfaction with your products. Verifiable statistical data and testimonials are incredibly valuable in adding authenticity to your claims.

5. Create Compelling Headlines And Sub Headings

The main heading and subheading will determine the success of your advertorial. The heading of your advertorial will compete with the rest of the content of the publication. The heading has to be eye-catching, promise interesting and useful information, and be catchy enough to make people curious.

Subheadings are important because of breaking the text into paragraphs that are easier to read and scan through. Based on the initial visual scanning, most people decide whether to keep reading or not. Therefore, you should include some of the most important keywords defining your advertorial in the subheading.

Conclusion

Your audience does not care so much about what you offer and if it is top quality, or if you offer a 100% money-back guarantee. They want to read an interesting story. If it lives up to their expectations, they will follow through with the call to action.

If your advertorial is giving you some kind of trouble, you can seek help. We have professional writers who have years of experience in advertorial writing. Talk to us today and let us help you create compelling advertorials that increase your sales.