Advertorial Copywriting

A popular form of writing for print advertising, advertorial copywriting blends journalism and marketing to achieve a unique writing style that informs and sells at the same time.

The idea is to present an existing problem or condition, elaborate and then provide a solution – your product or services. Written in the form of an objective editorial, advertorials are print ads in disguise and tend to gain reader interest easier than more obvious advertisements.

Advertorials are very attractive options for companies with complex products and services, or organizations with ambitious awareness campaigns.

Personally, I believe that direct response advertising is more effective in generating sales and leads, but an advertorial can be a good choice for creating a buzz in your industry. For example, one of my more successful advertorials caught the attention of a trade magazine editor who then asked me to write an editorial piece on the subject for the magazine. I ended up getting three pages of magazine editorial space to promote the same concept (minus the product selling points of course).

If you decide to implement an advertorial into your print ad strategy, I recommend that you hire someone with editorial skills to write it for you. A poorly written advertorial can do more damage that good.

For assistance with writing an advertorial, email me today.