Advertising Insider

Great Advertorials with Strong Calls to Action—Can It Be Done?

Posted by Advertising Insider on April 10, 2015

advertorialsHow do you create a relevant and compelling advertorial that potential customers will find educational, but is also aligned with your marketing goals?

Integrating a strong call-to-action helps get your key marketing message across while helping you to measure the ROI of your piece. In this article, we’ll look at what makes an advertorial effective and how to successfully, and organically, include a call-to-action.

What is an Advertorial and Why is it Effective?

An advertorial is essentially paid content that looks like a news story or editorial matter, but features your own product or service.

They can be wildly effective because they captivate the reader through compelling and educational content. Copywriter Joe Vitale observed that “readers are up to 500 times more likely to read an advertorial than a traditional ad,” proving that they can be very effective when done correctly. 

What Makes a Great Advertorial for the Reader?

The secret to writing great advertorials is that you need to deliver value in the content that you produce in order to make it great for the reader. Educate your reader on the value your product provides. Here are some more tips on what makes a great advertorial for the reader: 

Blend In

An advertorial needs to look very similar to the rest of the copy in the publication. This may mean that you won’t be able to publicize your content with large logos and flashy graphics, but rather focus more on the content than visual appeal. When customers know they’re being sold, they have a tendency to tune out instead of feeling engaged, which is the objective of your advertorial.

Be Relevant

Your advertorial must, of course, be well written and offer compelling and educational content, and it must also be relevant to the audience you’re trying to reach. Choosing the right publication for your advertorial is critical. Decide on your target consumer and then choose publications based on which ones appeal to your potential customers.

What Makes a Great Advertorial for the Marketer?

Now that you are aware of what makes a great advertorial that readers will love, it’s time to focus on what defines an advertorial that will meet your marketing goals:

Showcase Your Brand

Use the advertorial to position your brand as a leader to your potential customer. What separates you from the competition? What makes your brand the best? What can you offer a prospect that your competitors can’t?

Include a Strong Call-to-Action

As a marketer, you need to integrate a strong call-to-action into your advertorial to generate leads. By giving your customers a way to follow up, you’re providing them with the tools they need to get more information, and you’re providing your company with the capability to measure your ROI on the advertorial.

Tips for an Advertorial Call-to-Action


Integrate your call-to-action by closely relating it to the topic you’re writing about. For example, if you’re writing an article about 10 Ways to Update Your Website, then your call-to-action should be “Need Help with your Website Re-design? Contact us Here” or “Download the Full List of 25 Website Must-Haves Here.” 

Be Specific

Be specific in what you want your potential customer to do next and how the call-to-action will benefit them. Being specific helps consumers tune right in to your key marketing message. 

Create Urgency

Creating a sense of urgency, such as “Available for a limited time!” “First 100 clients only!,” helps turn your potential customers to actual buyers. Nobody wants to miss a good deal.

Why Advertorials Remain Effective in a Digital World

Despite the popularity of social media and email marketing, advertorials still remain a highly-effective marketing tool.

If the content is genuinely well-written, your readers will want to learn more. Advertorials remain effective by providing relevant and compelling content that educates your readers on the benefits of your product. By including a strong call-to-action in your advertorial, you are ensuring the success of this timeless marketing strategy.

Small Business Guide to Building an Effective Marketing Strategy

Want to learn more about the advertorial options we have at Inside Radio to market your business? Download a copy of our media kit here


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