What is an advertorial?
Have you ever read an article in a magazine or newspaper only to discover that you are actually reading an advertisement in disguise? Welcome to the world of advertorials! An advertorial is an advertisement written and designed to mimic the editorial in a magazine or newspaper. It's a combination of advertisement and editorial, hence adver-torial.
Advertorial format & style
An advertorial is written much like an article you’d read in a magazine, except it is only about you, your company and/or your client. There is no second opinion - which is why an advertorial is your story told your way. Testimonials are used to make the story more compelling and to enhance your credibility. Typically between 400 to 500 words, this article present your company’s goals or tell your story and highlight your business capabilities and credentials. It is ideally suited for 3PLs, consultants, and IT solutions providers.
A soft sell approach for higher readership
Because it appears to be an article, readers assume it contains useful information - and the best usually do - which is why advertorials tend to have a much higher readership than traditional advertising. That doesn't mean that advertorials are any less sales oriented. They do need to get results in terms of leads and sales. But advertorials tend to explain rather than pitch, which makes this approach seem softer and less “hard sell” than traditional ads.