Recent research shows us that an advertorial is 500 times more likely to be read than a normal advertisement. It is 50 times more likely to result in a consumer lead or sale. Pretty incredible stats, I think you’ll agree.
Creating A Great Advertorial
As a form of native advertising the danger in creating a great advertorial is making sure that the reader feels conned at the end of the content. If he/she has read through 500 words about the joys of a particular type of red wine say, only to be hit with ‘Buy it here! We’re really cheap!’ as the concluding line – the risk is clearly that the reader will feel conned or tricked and become annoyed rather than engaged. Like so much of native advertising the sales pitch must be very soft.
Talented writers, of course, will regularly pen articles or opinion pieces which appear not to be selling anything. Humorous or engaging editorial which engages and entertains without even mentioning a product or Brand. In this instance the writer may be simply promoting himself or the company he works for. Somewhere in that article will be his contact details or that of his firm. The sales pitch is extremely subtle. However we are not all Stephen Fry or Russell Brand and a more direct approach has to suffice.
A word to the wise though:- If you do not feel confident in writing a decent advertorial a safer option is outsource it to a competent writer or marketing firm who specialise in this form of content. A poorly written piece can cause serious damage. It you do chose to do it yourself below are a couple of links containing some excellent advice. Perhaps you should contact Magnificent Stuff (soft and subtle enough?). Good luck!