9 Key Points for Increasing Sales with Advertorials

If you're not using advertorials to promote your products, you may be missing out on a powerful marketing tool.

As it's name implies, an advertorial is a cross between an editorial and an advertisement. Unlike traditional advertisements, advertorial copy is educational and scientific. Typically they're one to two pages, but can be up to 16 pages long.

Advertorials are effective. While the cost for the ad space is the same as a conventional ad, advertorials have a lot more attention getting power. In fact, according to copywriter Joe Vitale, advertorials are up to 500 times more likely to be read than a straight ad.

Not only does it look it looks like it's from the editor, an objective source of information, it has what the reader wants; interesting information on a subject that the publication is known for.

They work especially well when your product requires an explanation, and for new product launches.

What Elements To Include for an Effective Advertorial

1. A great headline, preferably something newsworthy. Before you begin writing, check out the style of the magazine or trade publication that your advertorial will appear in. While the headline needs to grab attention, it should also match the publication's look and feel so that it fits in.

2. Strong opening paragraph. Make the first paragraph strong enough to get them into the rest of the copy.

3. Valuable content. The majority of the copy should be educational in nature; describing a problem and how to resolve it. Use scientific studies, statistics, and quotes from independent, industry experts (don't mention your product or company within the body of the copy).

4. Compelling copy. The copy, although educational, still needs to be compelling to keep the reader engaged.

5. Interesting subheads. Break up the copy with interesting subheads to make it easy to read.

6. Product tie-in. The last couple of paragraphs of the advertorial is where you introduce your product. Include how it's a solution to the problem discussed, and why it's unique or more effective than competitive products.

7. Company positioning. Position your company as the leader in the industry. This is not a hard-sell so maintain the educational "tone" when discussing your product and company.

8. Call to action. Let them know where and how to buy it. Give the order telephone number; direct them to a web page for retail store availability; or provide a web landing page to order direct.

9. Photographs and graphics, and quotes from industry experts that back up your claims.

Whether you sell direct, through retail stores or other distribution channels, advertorials may be a great way to generate interest and sales for your company.

Susan Allocco is an independent copywriter with over 20 years of experience helping companies succeed through direct response marketing programs. She can be reached at 212-986-6961, Susan@MarketingRenaissance.com, or visit her website at www.MarketingRenaissance.com