Advertorial is (somewhat obviously) a combination of the words advertisement and editorial, and that is exactly what an advertorial is: a story or article meant to sell a product or service.

Because an objective story is more believable than an ad, advertorials have an authoritative air about them. Writing an advertorial blends the skills of an advertising copywriter with the wordsmithing of a journalist. The goal is to sell a product or service by writing about it in an engaging and decisive voice.


Here are a few tips on writing advertorial copy that will be read and will sell, whether this is your own product or service or you are a freelancer writing for a client:

  • You should have a sense of the style used by the publication in which your advertorial will appear. A daily newspaper will be very different from a fashion magazine, and your copy should blend in.
  • Break up the copy with snappy subheads. Keep paragraphs short. Small blocks of information will keep your reader from getting bored or bogged down.
  • Use quotes from satisfied customers that explain the benefits of the product or service or demonstrate their success with it.
  • Avoid jargon and advertising cliches. Use plain language that will keep potential buyers reading.
  • Don’t forget the call to action, whether in the form of a phone number, URL, or other contact information. Put it near the end; you want to keep it understated, but the point, after all, is to sell.

Leave a Reply

Your email address will not be published. Required fields are marked *

Get a FREE QUOTE for Your Project Now!

Our expert editors and proofreaders are ready and available with affordable and personalized professional services.

Résumé writing tips

How to Write a Résumé in Four Simple Steps

Sep 14, 2011 in Writing

With the zillions of résumé resources out there--websites, books, professional services—you'd think that no mere mortal could write his or her own résumé. This is simply…

Dissertation Proposal writing tips

The Keys to Successfully Writing a Dissertation Proposal

Sep 20, 2011 in Writing

You’ve taken your core classes; you’ve gone through comps; now, you’re in the proposal stage of the Ph.D. program. As with every other kind of…

thesis time management

The Importance of Time Management When Writing a Thesis

Sep 20, 2011 in Writing

A school year may seem like plenty of time to write your thesis, but without good time-management strategies, you may find yourself scrambling at the…

Subscribe to Our Blog

Subscribe via RSS