What are advertorials
An advertorial is an alternative to the traditional form of advertising (display ads), and can be found either in a print publication or online. Whereas traditional ads rely on images to send the message and make a sale, advertorials utilize information and content. They blend in with the content of a page making it easier for readers to read them without feeling–or even realizing—that a service or product is being advertised. Display advertisements must have an immediate effect on the viewer, but an advertorial has an entire article to convince the reader that their product or service is worth buying into. In so many words, you can explain its’ usefulness, its’ necessity, and its overall value whereas a display ad relies on instant appeal.
Why Use Advertorials?
If your message is as simple as “closeout sale: big discounts” then you really have no need for an advertorial. A display can clearly convey that message and the readers are either interested in the sale or they aren’t. if you are selling floor repairs, however, you may want to use an advertorial. Your article could be about how unstable or outdated flooring can lower the value of one’s home and then go into detail about why proper floor maintenance is necessary. In this way, an advertorial gives you more chances to convince potential customers that they need you.
What They Say About Your Company
When you want to boost your credibility or simply just establish it, you may want to consider an advertorial. For one, the indepth detail in the article speaks to your intelligence on the particular topic. Intelligent and well-written advertorials create a positive image as it makes you appear to be an expert on the topic at hand. If someone is going to buy an expensive or recurring service from you then they are certainly going to want an expert in that field; advertorials are your chance to show your expertise. Also make sure that you have placed your ad in a place where it makes sense. Roofing advertorials may not make as much sense in a sports magazine as it would in a home and gardening magazine. Even wise placement speaks to your credibility.
What They Look Like
As we’ve discussed, advertorials are copy-driven and don’t rely on brand messages, rather an overview of the product or service’s attributes. Don’t take that to mean that you can’t use images. In fact, many companies that utilize advertorials do so in conjunction with images that will make the ad stand out and that are engaging in some sort of way. This is especially true in magazines. You may see a one page spread discussing the dangers of sleep deprivation complete with statistics about how people are affected and to what extent. On the next page you may find a full page photo to accompany the text in the form of a display ad. No one says you can’t use both.
Remember that many of the standards that apply to a well-written news article or editorial apply to your ad. You want to have a suitable headline that draws the reader in, a byline telling them about the author, quotes when necessary, and opening and closing statement that make a lasting impact. Whatever you do, don’t forget the “call to action” and contact information. After all that’s the part you really paid for.
Jon Bibb is the owner of Dry Experts, a San Antonio, TX water extraction service. He has always been interested in new marketing trends and believes that marketing is a connecting factor that can relate even the most diverse businesses with each other.