Writing advertorials

 The term “advertorial” is a portmanteau of

“advertisement” and “editorial.” Merriam-Webster dates
the origin of the word to 1946.
 an advertorial = advertisement written in the form of an
objective article, and presented in a printed publication—
usually designed to look like a legitimate and
independent news story.

 an advertorial = an ad written to look and sound like

editorial matter.

 with the typical advertisement, you want the ad to jump

off the page.

 with an advertorial, you want the ad to blend in, as if it’s

just another article in the publication.
Useful tips:

1. Define exactly what you're selling

- an advertorial about your new therapy clinic.

*What are you selling?
- the clinic as a whole
- a particular service in the clinic
- the clinic's highly-qualified staff?
2. Find the story that fits the sale

- you need a story that you can easily blend with

your sales message

Ex1: promoting your clinic as a whole - your story = about

the growing popularity of holistic therapy clinics, where
people receive integrated care and assessment.
Ex2: promoting a particular service, such as reflexology -
your story = a facts and figures story about that
service.

Ex3: promoting the clinic's staff - your story = a personal

profile.
3. Write it in article format.

- it shouldn’t sound like an ad or a sales letter.

- it should be interesting and informative; just what you'd

expect from any other article.
3. Wrap the story around the sales message

- the advertorial must start and finish with the story.

Use success stories. The sales message should be in the
middle

4. Use quotes, especially for benefits

- interview people for your story.

- it's especially useful to use quotes to describe the
benefits of a product or service.
5. Stay away from advertising slogans and cliches

- advertorial is 'softly softly' advertising. - use a

simple, everyday writing style, and stay away from
slogans.

6. Include contact details, not price

- provide specific and detailed contact information

7. Call to Action

- instruct readers on how to proceed. (For a free

estimate call ... or Come to the grand opening.)
 Assignment
 Write an advertorial on one of the
following topics:
a) You make it happen!
b) Looking after your body
c) Opportunities arise when you least
expect it!
d) Sweet taste of success