A client recently signed up for an advertising opportunity and part of that sponsorship included an advertorial piece. My manufacturer client tasked me with writing this piece, and like any great writer, I asked for some additional info to craft this advertorial. Shockingly my client just wanted to taut their latest product. We went on to discuss goals, specifically marketing goals surrounding this product before diving headlong into writing. Below are a my four rules for writing an excellent Advertorial.
1. Solutions, Solutions, Solutions….
We’ve all heard of location, location, location, and while this is an especially important element, so is solution. One of my main rules in mostly any article I write is to ask “What’s in it for me?” , and “What am I solving?” I ask these questions to reveal what buyers truly want and what their challenges are, so that my advertorial article addresses these upfront. By solving problems your article then becomes a formidable tool in the hands of potential clients.
2. Buyer Personas
Advertorials are used by marketers to educate potential buyers. To craft a really effective Advertorial, a marketer must know their targeted buyer persona(s) and write to suit those people specifically. I typically ask my clients questions to really drill down to who their buyers are, and what industry sector they represent. For instance, writing that targets architects and consultants is much different than speaking to integrators. They often want very different information detailed to them, so it’s important to know who you’re targeting.
3. What’s the Goal?
Like in my recent client discussion, I can’t stress this point enough, you need to have a particular goal in mind when writing an advertorial. So, I’ll ask you as I did my client, after reading this piece, what do you want to happen? Are you looking for new leads? Are you looking for more brand recognition and awareness? Or are you looking to spur current clients to take action? Whatever your “what” is… be sure to spell it out and ask potential clients to take a specific call to action by clicking a button, downloading more info, or contacting a salesperson perhaps.
4. Content and Context
Advertorial pieces are generally a time to write for value and not for promotion. That’s a very fine line, so let me offer this, refer back to point number #1, and write about what the products solves for your potential client. Avoid only talking about your company, instead focus on solutions, and product uses. Teach and educate potential clients with brilliant content and media.
If you follow my Four Rules for Writing Excellent Advertorials, you’ll be gaining raving clients, and creating the ultimate brand reputation. Contact BAM! Marketing and PR Agency for marketing assistance.