This is a sample of what your advertorial will look like. A great rule to keep in mind when creating a successful advertorial:
Advertorials are native ads with a single purpose: getting specific action from the reader.
Simply slapping some advertising into one of these publications isn’t good enough. People tend to gloss over that. Rather you want people to actually pay attention to your advertorial, so you have to put some effort into making it seem like a real article.
Advertorials come in all shapes and sizes.
- They could be lists or guides
- They could be videos or print articles
- They could be one page or six
Regardless of the format or medium, however, most tell a story.
This is why there are so many similarities between the essential ingredients of a blog post and an advertorial.
An effective advertorial grips the reader and leads him/her to the logical conclusion — pointing him/her, in very specific language, to what to do next. This is the call to action!
Here are the basic steps for writing advertorials that work — in other words, that sell.
1. Study the publication
Your advertorial will sit in a context, in a magazine or on a website.
You must study and master that context.
- The design conventions like layout, typography, and column choice
- The editorial conventions including headlines, blurbs, and bylines
More important, you must understand the publication’s audience. (More on that in a minute.)
2. Study the audience
Who is the audience?
Most important: What do they want?
- Ask the publication for a demographic and psychographic report on their readers
- Spend time in the comment or letters section
- Talk to an editor or two who can share insights on their readership
- Exchange emails with a few readers
3. Create a story
View your advertorial like you are a journalist. Collect your facts. Stockpile your quotes.
Introduce the character. Describe her life. Introduce conflict.
Remember that a good story has a plot with twists and turns.
In other words, brush up on your storytelling skills.
4. Identify reader pain
What one thing is the ideal reader suffering from?
What keeps her up at night? What is her dominant desire?
And what one emotion do you want to bring out in that ideal reader?
5. Agitate the pain
In a good story you introduce the character. You introduce her normal life. Then you disturb the hell out of that routine so she falls apart.
She was climbing the corporate ladder until breast cancer sidelined her.
He thought everything was fine until his wife walked out for another man.
Your reader should relate.
6. Introduce the solution
Once the reader is sufficiently distraught, trot out the solution … which will be your product or service.
Demonstrate how your mentor program can teach her to negotiate for the higher pay she deserves. That he can get a greener lawn without chemicals.
These are the benefits of your product or solution. The significant advantages that make their problem go away.
7. Support your bold claims
Your story will front as a claim. It is best if this is a true story, about a real person.
- A grandmother’s idyllic life with her grandchildren that was darkened by unexpected depression
- An executive’s financial world turned upside down when he was betrayed by a colleague
You must substantiate any claim you make about your product or service with facts, test results, and statistics. Pour this information on.
You must create the feeling that there is not another product on the planet that can offer the benefits that yours provides.
8. End with happiness
This is not a black comedy or an avant-garde French film. You are not trying to win at Sundance or Cannes.
Be creative, yes, but conclude the story with a happy ending — where evil is defeated and good prevails, where the enemy is vanquished and normal life is restored.
9. Add a call to action
If you’ve done your job, your reader will be looking for a way to contact you. She will want to buy your product or to hire you.
Tell her, specifically, what to do.
- How to subscribe
- How to download the ebook
- How to buy your app
You must be very specific. Assume nothing.
Advertorials, also known as long-form copy ads, are the opposite of typical ads that feature 90% visual and barely any copy at all.
Instead, advertorials are designed to look like a part of the publication in which they’re appearing, and are intended to be an interesting read that divulges a plethora of information about the product or service.
So, with all that in mind, let’s look at some ways you can make your advertorial convert like crazy.
It all starts with the number one rule – content.
Make It Interesting
Seems like a no-brainer, but you could line the deck of an ocean liner with the amount of deadly-dull advertorials out there. Writers will be armed with a list of selling points, or touch points, that they must reference. They will also be given a ton of dry research, and from this an ad will form.
But most of the time, it reads more like an entry in Wikipedia than something that excites and entices. Remember, you’re still in the business of persuasion. You still have to take a cold prospect and give them a reason to call, visit a website or email the client. What separates the real writers from the hacks is the ability to sell whilst entertaining and informing, and that’s something that can take time to master.
Headlines Do The Heavy Lifting
Your ad is not a typical showcase of the product or service. It’s designed to look like an article or feature. So this is not the time to pull out incredible visual puns and expensive photoshoots. This is when copy comes back into its own. Your headline needs to be compelling, interesting, and jarring. You need to give people a smack in the face, and want them to read on.
One of the most famous headlines from a long copy ad came from John Caples. “They laughed at me when I sat down at the piano. But when I started to play!” It’s followed by copy that continues the intrigue – “Arthur had just played The Rosary. The room rang with applause. I decided that this would be a dramatic moment for me to make my debut.”
There isn’t a hard sales pitch right out of the gate. And even when the selling comes it’s not until the last half of the ad, and done with masterful tonality.
In this day and age, it’s easy to ignore long copy ads from the past. But they were masterful. And they can still work in this format.
Use Photographs and Illustrations Wisely
You’ll see some advertorials filled with photos or diagrams, with little room for the copy.
While this “easy read” may seem like a good idea, you’re basically wasting the opportunity you’ve been given to tell more of a story about your product. If you’re going to use the advertorial as a picture showcase, you may as well just do a regular ad.
This is the time to hold off on visual content, and use it both sparingly, and intelligently.
Instead- pick one very strong image that that supports and adds to your headline.
A quick note from our founder-
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Help us create more awareness! Please SHARE this article...
I bet you can’t guess which muscle in your body is the #1 muscle that eliminates joint and back pain, anxiety and looking fat.
This “hidden survival muscle” in your body will boost your energy levels, immune system, sexual function, strength and athletic performance when unlocked.
If this “hidden” most powerful primal muscle is healthy, we are healthy.
d) Hip Flexors
Take the quiz above and see if you got the correct answer!
P.S. Make sure you check out the next page to get to know the 10 simple moves that will bring vitality back into your life!
To begin, I apologize for the dark nature of today's email.
However I promise what you'll discover today will be completely worth it.
Imagine a rotting corpse draped over your body from head to toe...
...suffocating tissue, restricting blood flow, damaging joints and infecting your healthy cells.
Shockingly, that nightmare is a reality for most:
64% of women and 74% of men carry too much body fat according to the National Institutes of Health.
It's choking their organs, assaulting their metabolism and sucking their energy dry.
But here's the worst part:
For most, this bodyfat has become "calorie-resistant":
It's completely unaffected by even the strictest diets... and most intense exercises.
This zombie fat is essentially... "dead tissue".
That's important for those who have 10, 25 or 50 or more pounds to lose...
AND for those who aren't technically overweight, but have what's called "pocket obesity"...
...unsightly patches of fat that cling to specific places, like:
just above your hips, lower belly, where your butt and legs meet... and even arms, neck and face.
However, there's good news:
Obesity researchers have now discovered a "metabolic jumper cable":
It jolts dead bodyfat back to life.
This allows your metabolism to burn it as calories and re-energize your entire body.
First though, here's the #1 reason why bodyfat becomes calorie-resistant:
It lacks blood flow. This has 3 effects:
- Not enough oxygen or nutrients reach fat cells, so they become unresponsive..
- Released fat can't be sent to other tissues to be burned, so fat cells suck it back in...
- 3) Metabolic hormones carrying the "burn calories" message don't reach the fat cell...
All this means one thing:
Your body can't transform into energy, the 135,000+ of calories the average person stores as fat!
You become a metabolic zombie: NO energy to think. NO energy to move. NO energy to motivate.
Update: calorie-resistant bodyfat can be now removed...
The discovery of this "metabolic jumper cable" can now reverse this process:
- It wakes up un-responsive bodyfat with a powerful calorie-burning hormonal jolt....
- It pops open fat cells, sucks out the fat, sending it off before its yanked back in...
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Not only do those layers of "zombie fat" start coming off, but your entire body just works better.
Plus, as your whole body burns more calories, those patches of pocket obesity whittle away.
This "metabolic jumper cable" isn't any exercise, machine or pill.
It's a little-known, calorie-burning hormone we all have... just waiting for the right spark to come alive.
It's not thyroid, leptin, ghrelin, insulin, adiponectin, HGH or any other "fat loss" hormone you may know.
And on this next page, you'll find out precisely how to unleash its calorie-burning power:
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In April, 2009, researchers stunned the medical community when they reported chronic inflammation as the root cause of several major diseases.
See, every year 610,000 people in the U.S. die of heart disease. Cancer claims another 584,000...stroke 130,000...Alzheimer's disease nearly 85,000 — and the list goes on.
Truth is, we now know... chronic inflammation is responsible for 7 out of the top 10 leading causes of death in the United States! Hundreds of studies and scientific reviews prove it.
Fortunately, newer research shows you can prevent-even reverse-most major diseases by "turning off" inflammation. And in our new book, we show you how to do just that.
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Is Bread Really the Staff of Life… or the Stuff of Disease?
For most us, there are few foods more comforting than bread.
Fluffy biscuits, crusty baguettes, flaky croissants… even a simple slice of toast topped with melted butter can taste like heaven.
And that smell… few scents are quite as pleasant as fresh bread baking in the oven.
But there is a lot of confusion as to where bread fits into a healthy diet.
The Bible practically commands followers to eat it: “Give us this day our daily bread…” The government put it at the base of the food pyramid. And for centuries, it has been called “the staff of life.”
Of course, there are some who disagree…
Well-known cardiologist, Dr. William Davis, calls wheat “the perfect chronic poison.”
And for a poison, we sure eat lots of it…
The average American consumes 55 pounds of wheat flour every year, making refined flour the #1 source of calories in the American Diet – a situation that nutrition expert Chris Kresser describes as, “a public health catastrophe.”
So, what is the truth about bread and wheat?
- Is it the perfect poison… or an essential daily food?
- Is “gluten-free” bread better for you than regular bread?
- And can you still eat bread… while maintaining a lean body and optimal health?
The answers to these questions may surprise you!
Be sure to read #5 – the biggest surprise of all!
Recently, Doctor of Naturopathy, weight-loss expert and best-selling Amazon author Liz Swann Miller, creator of the Red Smoothie Detox Factor, revealed 2 of the secrets to easy, steady weight loss. Secrets the big food corporations do their best to hide from us.
Secret #1: Enjoy real food. Don’t fall for the lie that you have to deprive yourself to lose weight.
Secret #2: stop eating out. You will automatically eat less without even noticing.
Then start detoxing your body with tasty, nourishing smoothies that are just as easy on your wallet as they are easy to make.
Because a single day of enjoying Liz’ smoothies demonstrated the radical power of her superfood-packed red smoothies to make me feel incredibly good.
Now prepare yourself for one of the biggest weight loss secrets there is. A secret that, when you use it properly, can transform your body and your health.
You probably know most of us eat too much processed food. What you may not know is that it’s full of toxic chemicals and substandard, dirt-cheap ingredients designed to make you eat more…and force you to gain weight.
Here’s how it works.
“That stuff is just a lot of calories your body can’t use,” Liz told me, “Some are poison. And all these foods are stripped of the anti-oxidants and anti-inflammatories that help your body detox. The result? Your body expends huge amounts of calories to eliminate some toxins—the rest, it stores in your fat to protect you. This is why most people are hungry all the time. They’re not getting energy they need.”
“So… what’s going on with me? Why am I losing weight but not going hungry?”
Liz paused, then dropped the bombshell.
Your body is designed to burn fat. You just have to let it.
“What? I thought we were designed to store fat?!?” We were Skyping and I was practically shouting. Then I heard Liz say…
What good is a fat reserve if you can’t burn it?
Liz continued: “You’re drinking smoothies packed with phytonutrients, anti-oxidants and anti-inflammatories that pull toxins out of you like a tractor beam. Allowing your body to burn those toxin-filled fat stores… and releasing tremendous amounts of stored energy.”
So that’s why I’m losing weight without going hungry.
Watch Liz’ free presentation. It’s packed with revolutionary weight loss information—information that works. Because it’s based on how nature.
Click the button only if you want to wear smaller clothes, breathe easier, move more freely and just plain feel better.
- Which calories help you lose weight…and which ones help you gain it…
- The “diet” foods…some of them vegetables…that lead to weight gain and diabetes…
- The “low-fat” foods that can dramatically increase your risk of cancer.
- And the superfoods that rescue your body from this assault by detoxing you…
Revitalizing your metabolism so you can Shed pounds as well as toxins, renew your body and reset your internal clock by up to 7 years.
Because until now, the Red Smoothie Detox Factor has been available only to Liz’ private clients. But now that she’s perfected it to work for almost everyone, almost every time, Liz is sharing it with rest of us so we can feel better and look better.
Get Red Smoothie Detox Factor before the price goes back up.
Because Liz offers a ridiculously good guarantee. You have 60 days to decide you love the Red Smoothie Detox Factor. If you don’t love it—for any reason, or even no reason at all —Liz will refund your money. 100%. No questions asked.
Sponsored Health Resources
In the years that I've been working on this website project I've come across some amazing resources by some very special people. I'd like to share them with you here.
NOTE: I update these links often so please check back to see what's new!
1) Everyone knows green smoothies are healthy right? Have you heard of a “red” smoothie? If not, check out this story…
2) Forget what you've read about 10-day lemonade cleanses, 7-day detoxes with green juices and Gwyneth's gruel. All you need to do, and this is perfect for Saturday or or anytime really, is a simple 1-day cleanse.
3) This “hidden survival muscle” in your body will boost your energy levels, immune system, sexual function, strength and athletic performance when unlocked.
4) I thought it was virtually impossible for a website to be able to tell me anything even a little bit insightful after only submitting my name and date of birth... I was wrong!
5) Turmeric is amazing. The problem is - It's hard to absorb!
6) Wonder why your stomach still sticks out even though you're hammering the core exercises every day? It's a common myth that bulging belly is due to weak abdominal muscles.
7) Even if you're the most active of athletes, you may still suffer from tight hip flexors due to the amount of time you spend each day planted to a chair.
Enjoy! Let me know how these work out for you. And if you run across anything I've missed please let me know.