FACT: You are 500 times more likely to read an advertorial than an advert…

Advertorials are back in fashion and for good reasons too. Surveys suggest that people are 500 times more likely to read an advertorial than an advert. That’s because they’re informative and they look and read like a real news or feature story.

Advertorials are paid-for ‘adverts’ which resemble an objectively-written editorial. Magazines, e-zines and newspapers love them because they generate income. Savvy businesses love them because they sell products and services. What’s more, they can be used for a myriad of marketing purposes from magazine features, to web-based ‘information sites’.

81 per cent more orders than adverts

Research by Reader’s Digest revealed that an advertorial which looked like a magazine article generated 81 per cent more orders than the same copy presented in a traditional advert format.

With an advertorial you also have full editorial control over your business messaging. That’s important if you need to clearly communicate the benefits of a new product or service, or, explain a complex or technical concept. Advertorials give you the ability to base the content directly around your key messages without the threat of the messages being diluted or used out of context.

Advertorials educate and build trust among customers and stakeholders

This is why more and more smart businesses are choosing to invest in well-written and targeted advertorials to get their messages out into the public realm.

A typical advertorial will be 600 to 1,200 words with space for photos and contact details – but avoid using logos!

Don’t expect one advertorial to suddenly result in a flood of calls and emails. If you want to convince people to buy into your business then you need to educate them by communicating your messages regularly. This will build the relationship between you and your customers. And, with many national and local newspapers now offering a range of off and online deals and packages, it really is a good time to start giving the advertorial a bit more of your attention.