Why you should shift to advertorials now

Advertorials have withstood their effectiveness throughout competition. It is a research-backed marketing strategy which consumers find more acceptable because it provides them information that aid in making purchase decisions. (Advertorials can be used in synergy with brand marketing.)

There are just a few things to consider when crafting your advertorial. Magazines normally impose a specific format and tone in their editorial content, and you need to fit your content to this format if you want your advertorial published, at all. Editors need to impose this to maintain quality and avoid alienating their readers with content that obviously only mean to sell. Another obvious reason to fit your advertorial to the editorial style in a magazine, whether online or offline, is to maintain credibility of your article.

(However, you must note that advertorials are not for every product and does not offer a one-size-fits-all solution, as I will discuss in my next posts.)

How do advertorials work?

First, it is helpful to understand why consumers resist ads. There are a host of reasons why, but two major reasons that often go together would be: 1) to avoid falling into false promises, and 2) consumers simply don’t want to be told what to do, especially, if it sounds like ‘buy me!’.

Advertorials work because it leaves consumers with room to decide for themselves about your brand and product, and because it gives them reasons to choose your product based on features rather than promises.

Advertorials are best for products which consumers spend a lot of time gathering information about before actually making the purchase. They are the kind of products which, consumers know, would cost them significantly if it doesn’t work according to their expectations. That’s why advertorials have to have a balance between its marketing function and as source of information.

So if you are struggling to convey a marketing message, and if you have a product that falls into the kind that would need an advertorial, watch for my next post as I will discuss how to write an effective advertorial.