What Is An Advertorial & How To Write Them


what is an advertorial

Perhaps you’ve done a bit of research on how to write an advertorial, and even subscribed to a few platforms, but still, you’ve not mastered the art. It’s now hard for you to begin, right? Relax, clear tips, and strategies await you!

But first, let’s comprehend the advertorial definition.

What is an Advertorial?

An advertorial is a form of native advertisement with editorial content. Advertorials will give credit to the advertiser while indicating whether the post is sponsored or paid. Simply put, advertorials are those paid posts in publications that look like regular content.

advertorial

As you sneak your print, video, list, or guide advertorial to your trusted and reputed publication, pay attention to what you write to capture the reader’s attention. Some people gloss over content that doesn’t stand out; to sell, you need to persuade and entertain readers.

That explains why brands are continuously investing in valuable advertorial content using stories to gain customers. Ready to learn more? Let’s have a look at the 9 tips on how to write an advertorial that converts.

9 Tips on How to Write an Advertorial That Converts

You’re now conversant with advertorial definition and client expectations. Let’s go ahead and expound on the guideline and tips to follow when writing an advertorial.

1. Know the Context of Your Publication

Whether the advertorial will get published in a magazine or website, you’ll have to stick to your publisher’s context. Take your time to learn and then master what the publication expects from you.

Know the publication’s unique tone and voice. Is it professional, casual, or quite friendly? You can get that by having a look at previous articles. More so, look at the advertorial conventions and content layout and design. 

Go ahead and research extensively. Engaging an editor for guidance will also help you craft content that resonates with the publication and its audience. 

Having said that, let’s now explore more on the target audience next.

2. Understand the Audience 

Understanding the audience is undoubtedly an important aspect when it comes to business success in marketing. That’s a clear indication that your advertorial will not convert if you fail to understand the publication’s audience.

know your audience

So what next? Start by knowing their demographics. That means research. But we have a solution for you; engage the publication team, and let them know you need a psychographic and demographic report. 

Don’t stop there. Know the struggles of the audience and what they’re always anticipating to hear and learn. Talk to the editor for insights or check the comments, opinions, and ideas from digital publications.

3. Match the Headlines

According to a study report published in the American Press Institute, average newsreaders don’t focus beyond the headline. If the headline sucks…, your guess is good as mine—your need to capture attention and transition the reader smoothly into the main text.

That possible if you know how to craft catchy headlines. Having said that, here are proven tips relevant when writing advertorials, and only applicable depending on your desires:

  • Create a feeling of urgency (hurry, quick, today)
  • Ask a question
  • Learn from the best, like Buzzfeed

While the above strategies perform pretty well, please focus on the publication to understand their headlines, and match it.  Are the headlines complete sentences or fragments? Are they lose or dense?

4. Study the Content Opening and Body

Now that you’ve known how to write that enticing headline, the opening sentences come next. Every part of an advertorial requires attention if you want to pull readers. The opening is not an exception.

Study some of the popular advertorials on the publication and know how they’ve come up with these sentences. Desire to see if they use short or long sentences, involve a particular location, or even adopt some style.   

When it comes to the advertorial body, look at whether the publication uses irregular rows, uniform blocks, complicated or straightforward styles. Do they prefer long or short pieces? Your piece must complement these elements.

5. Generate a Relevant Story

Picture the old days. Most communications were narrated through stories with exciting and impeccable flow. That might not make sense to many of the Gen Z. Now, no grudges here is the point. 

relevant story

You’ll need to write the advertorial like a journalist does his work. Journalists collect the data, prepare the facts, rehearse if need be, and get into it. 

When it comes to writing an advertorial, have a character, and describe their life and even introduce a conflict. Showcase your storytelling skills by including turns and twists in your plot.

In your story, focus on addressing the reader while making the story captivating. The moment you capture their pain, agitate the situation and even introduce the enemies, you involve the reader with compassion.

6. Give a Solution

Your advertorial is not complete without a solution to the reader. Remember, they’re already distressed or anxious and looking forward to seeing how you solve that situation. That’s where your service and product comes in. 

What does your particular product do? Writing for product value will win the reader’s heart. Features are not enough; connect with the client’s emotions through elaborating on the benefits and creating some happiness.

Let’s say you offer students mentorship programs. Demonstrate how that program can help negotiate for better prices when working and even save them time and money. Again if it’s on liquor, show how it’s possible to make some cocktails in minutes from the particular whiskey.

Your priority is connecting with the customers emotionally while making sense. After all, that’s what many want!

7. Back-Up Your Claims

You don’t want your story to be taken as a claim or a random baseless PR. That’s not helpful at all. So what do you do? Prove that you have the facts. That’s why you have to strategize your content.

Substantiate anything you put across that brings about questions. For instance, if the advertorial is on depression. Talk about depression triggers. Is it due to finances, betrayal, or family?

By capturing readers through statistics and facts, you’re able to create a feeling and believe that no other product can benefit them better.

8. Use Images Strategically (Photographs and Illustrations)

You need to use images in the advertorial wisely and strategically. Please don’t overdo it, you’ll end up leaving no space for adequate words, and that’s not appropriate. 

Focus on visuals that sell. Something that showcases your idea and let the story flow. It’s a fact that with multiple images, the reader’s attention is on the pictures, not words. That tells you that your story is not powerful enough to initiate a sale. 

Again, before you use any image, ask for the publication advertising policy and know what they allow. That will relieve your doubts and save time.

9. Finalize with a Call to Action

Every advertorial must end with a call to action. If you’ve done everything right, your clients will now gladly get back to you. With a CTA, you’re able to instruct your readers on the next move to take.

Whether you want to collect emails, generate sales, or get hired, you’ll surely get the response. Importantly, don’t just tell them to contact you; show them precisely how to do it.

Advertorials Examples for You to Learn

Are you still wondering about the success of your advertorial? Here are is a sneak peek of advertorial examples and templates to guide you.

Example 1: Liquor Advertorial

Among the many liquor advertorials on the internet, you’ll love Dos Equis commercials. Every Dos Equis advert has been excellent. 

For instance, in our advertorial template, you can reflect a lot concerning the tips we indicated earlier. The headlines without a doubt are amusing, giving you a reason to continue reading.

The ad is based on real character and uses enticing language to create attention. From the content, you can’t even take a bear without mentioning, “The most interesting man in the world.”

What an advertorial!

dos equis advertorial

Thanks to: Foliomag.com

Example 2: Movie Editorial

Movie promotion in the advertorials is a common phenomenon. The advertorial post published in the Huffington Post talks about the artificial intelligence-based move, Skynet.

The title leaves you wanting to know more, not forgetting the flow of the story and the engagement. Creating an advertorial with such a taste is a win for your brand.

Since the advertorial was published moments to the release of the movie, it must have converted well. Every movie enthusiast wanted to know how the supercomputer in the Terminator movies could be “that real.”

See the advertorial here: Huffington Post

How to Benefit From Advertorial Marketing

Advertorials are marketing techniques to help your brand sell through a story. In this section, we’ll inform you of how that happens.

You get to generate leads, and this means sales and brand growth.

Advertorials create brand awareness beyond the publish date.

Are you thinking about retargeting clients? Go for video and email lists advertorials.

Now, Shine in Your Next Advertorial

You now know how to write an advertorial, and you can commence your next project with ease. That a bold content marketing strategy move that assures inspiration, entertainment, and knowledge to clients while getting something from it. Good luck!

Shawn Manaher

Shawn Manaher is the founder and CEO of The Content Authority. He's one part content manager, one part writing ninja organizer, and two parts leader of top content creators. You don't even want to know what he calls pancakes.

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