One marketing writer, I’ve come across bills advertorials as;
“a semi-sneaky way to write your own advertisement into the trusted reputation of a publication like the New York Times.”
Many ad agencies think advertorials are below them because they are not “creative” enough.
I don’t think there’s anything sneaky or uncreative about them at all.
For one thing, you don’t get to fool anyone because publications highlight that advertorials are advertisements.
Secondly, they are an honest pitch for sales or enquiries even though they may lack the “creative” elements that trendy agencies love.
I like advertorials, and they have their place.
They offer an excellent way to deliver lots of information to a target audience, and if written well and in the style of the journal or website in which they appear, they have an excellent chance of being read.
Advertorials are therefore reliant more heavily on copy than they are on images.
Some of advertising legend David Ogilvy’s early advertisements were significantly “copy” heavy.
There was usually an image of the product, but he went to great lengths to explain the benefits.
Perhaps his most famous example of this advertisement style is the Rolls Royce “At 60 miles per hour the loudest noise in this new Rolls Royce comes from the electric clock.”
The ad reads like an advertorial, as do many other ads created by his agency for Mercedes Benz, Lever Bros, Avis and Aga.
That’s a pretty good client list.
The focus of my work is on producing copywriting and content that sells.
Helping to make sales is the best way I know to make our clients happy.
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