Have you ever read a story in a magazine about a product or service, and afterward thought to yourself, “Wow, I could use that.” Or, “Wow, I’d like to know more about it.” If so, then you’ve probably just read a very effective advertorial.
What makes an advertorial, or “native advertising,” effective? Well, the answer to that is not complicated, but it’s sometimes hard for businesses to understand. You see, sometimes you run the risk of falling into this zone about selling a product or service to potential customers. But as media professionals, we remind our clients that it’s not so much about “selling” the product as it is letting the product sell itself when it’s presented to the right audience.
At Central Florida Media Group, we’re experts at niche publishing. We publish six different niche magazines that each serve a unique audience. We understand our readers, we know what they want to read, and we give it to them. It’s that simple.
To get the best results out of your advertorial (whether in print or digital format), here’s what we recommend:
• Know your audience. Who’s your potential customer? What kind of lives do they lead? What kind of income do they make? What kind of families do they have? The more you know about your potential customers, the more you can tailor your advertorial to appeal to their senses.
• Tell a story. Don’t just pitch the product or service. Stay away from advertising slogans, clichés, and prices.
• Include your contact information. When an advertorial is done right, it will inspire the reader to get more information, whether it’s going to your website, following you on Facebook or Twitter, or calling the shop.
By CELESTE JO WALLS
Managing Editor, Central Florida Media Group
