How to write a killer advertorial

​Don’t squander that opportunity!  
 
In case you don’t know what one is, an advertorial is what its name implies: an ad (read: “Paid for”) editorial (read: “Seems like a real article in a publication”).
 
Advertorials often arrive as pop-up opportunities. You—or your client—has purchased ad space in a publication, and is being rewarded for their generosity by some free editorial “coverage” that generally must be provided on a short deadline. The final “article” will look like it was written by the publication, and generally can’t overtly sell your client’s (we’ll use that scenario here) products or services. So what do you do while the clock is ticking?
 
Who’s the audience? Fortunately, this is an instance in which this question is easier to answer than at other times. The publication is focused. They’ll have scads of reader-demographic information to share with you. And since your client is buying space there, both they and you are probably already familiar with the venue. Still, you’ll need to…
 
Consider the constraints. Get these upfront. There may be few; there may be plenty; but they’re all important. First: What’s your deadline? What are your guidelines for photos (e.g., how many may you submit, how long may the captions be, etc.)? What’s your word-count limit? (This will be stricter for a print pub than an online one.) Are there any other editorial constraints? For example, how political can you get? Are you allowed to mention your client’s competitors by name? Better to find out all this before you start.
 
What’s the context? Sometimes an advertorial will be part of a theme issue of a given publication. If that’s the case, you’ll not only need to stick to the theme, but be aware of the other content that will surround your material. Timing is important, too. When does the publication come out? How does that release date correspond to industry events, trade shows, product unveilings, pending regulations, etc.? Be sure you’re “in the now” as you write.
 
Review previous issues. This would seem like a no-brainer, but you’d be surprised how many people miss (or skip) this vital step. Get a feel for the established writing style. See what kind of humor resonates with the audience. Scrutinize for details: do they use the serial comma or not? The better you’re able to make your advertorial blend in seamlessly with the publication-created content, the less time will be spent on revisions—either by you or the editorial staff. Plus, if the publication knows they can count on you to match their style, odds are you’ll be invited back to contribute again in the future.
 
Consider your angle. While you can’t overtly sell (that would give away the “ad” part of “advertorial” to readers), you can still choose your direction, and the story you want to tell. Are you unveiling a new product or service? Celebrating an anniversary or award? This will help you with basic outline elements such as your grabber opening, through-line, and especially the….
 
Call to action. Yeah, yeah, yeah, the advertorial isn’t supposed to sell. But it does. And it should. Oftentimes, you’ll be allowed to have a writing credit—as if your client were a guest contributor to the publication—and that’s your entrée. You’ll be able to include an email address, a web adress… a vital destination for your reader. It’s a given that your client has more information on their site—even if it’s a landing page you’ll create especially for this opportunity! Steer your readers there.
 
Make it digestible. A good advertorial needn’t just read well. It should also scan well, meaning that it’s easy on the eyes and not intimdating to look at. So feel free to break it up with subheads and bullet points. Make liberal use of inset boxes and sidebars to call out points that aren’t germane to the main thread. Include interesting new tidbits in photo captions that reward the reader for looking. Don’t 1) rehash what’s in the main article, or 2) trust the publication to handle your captions for you.
 
Headline it. Do multiple options of headlines/subheads. Go for quantity. Don’t pre-judge. Then pick and mix-and-match your favorites. As we’ve said before, it’s worth the time you spend on this, even if it’s prodigious. If your headline isn’t a grabber, no one will even read Word One.
 
Consider tapping a cost-effective outside resource. Following the above best-practice guidelines will maximize your odds of success. But they require specialized skills which may not overlap your strengths, not to mention the ability to focus considerable time on your project as the deadline nears. Fortunately for you, we have been helping consultancies, ad agencies, and direct clients alike to get the biggest bang for their advertorial bucks for more than 15 years, on assignments big and small. We can work from your rough notes or start from scratch, replete with all the research and interviews the assignment requires. Best of all, we’re fast, efficient, and surprisingly affordable, given the value we provide. Contact us right now and let’s discuss how we can quickly and easily make that next advertorial a monster success for you. 

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