The 14 Keys to Writing Advertorials That Sell

still life image of a desk with Mac products, colored pencils, books, etc

Advertorials are native ads with a single purpose: getting specific action from the reader.

This could be donating to a cause, downloading a PDF, subscribing to an email newsletter, visiting a store, or buying a product.

An effective advertorial grips the reader and leads her to the logical conclusion — pointing her, in very specific language, to what to do next. This is the call to action.

Advertorials come in all shapes and sizes.

  • They could be lists or guides
  • They could be videos or print articles
  • They could be one page or six

Regardless of the format or medium, however, most tell a story.

This is why there are so many similarities between the essential ingredients of a blog post and an advertorial.

But there are still some specific things you must know.

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Want Copyblogger to Answer Your Specific Business Question? Here’s Your Chance

image of an old school rotary phone

We see it all the time: questions from people like you who are looking for answers to specific challenges.

Questions like:

  • What are the best business models for a hyperlocal site?
  • Do I have the right “Big Idea” for my business?
  • How can I expect a certain content strategy to affect my SEO?
  • Will my strong political or religious views interfere with my Google authorship business profile?
  • Just how can I make the time to get all this content written, anyway?

These are the long-tail questions that either we haven’t gotten an opportunity to address on the blog yet, or are so specific to your business that the only way we can answer them is during a question and answer call …

Like the one we are doing next Friday, April 25, 2014.

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How to Choose Arresting Images for Your Blog Posts (And Why You Should)

You’ve read the headline. You’re intrigued.

“But,” you might be thinking, “Why didn’t you choose a different, more arresting image for this post?”

Good question.

First, because The Lede is a regular post series, and the graphic that Rafal created for us is a clear visual cue to our audience that a new episode has been posted.

Second, because we are posting this episode a day early, meaning that the visual cue is extra important to let people know a new little audio gift is unexpectedly waiting to be unwrapped.

But, if we didn’t already have an arresting post image logo to use for The Lede, we would have had to choose something else … something that would have seized attention, created an emotional response, and compelled a click.

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The Simple Truth People Forget When Trying to Grow a Business

first person view image of gun aiming at small target off in distance

You want to grow your business, right?

You want downloads of your app, people buying your products, readers on your blog, and evangelists on social media, don’t you?

Fair enough, that’s what we all want.

But you’re missing something essential.

People won’t ever know you, hear from you, understand you, follow you, or engage with you because of one simple flaw.

Your target isn’t small enough.

Seems counter-intuitive doesn’t it? It isn’t.

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Are You Really a Writer … Or Just a Copyist?

Image of person sitting against wall with sign that says Will write for food

There is a terminology problem plaguing the content community.

It’s confusing marketers, it’s misleading clients, and it’s causing an identity crisis among content creators everywhere.

It seems that no one really knows what it means to be a writer.

And Merriam-Webster isn’t much help when it comes to defining this person. A “writer is someone whose work it is to write books, poems, stories, etc.” Or even more vague, a writer is “someone who has written something.”

And as Sonia Simone recently pointed out here at Copyblogger, there are even some people who think RealWriter is a software that uses algorithms to string together words. (You can’t blame Sonia when options like content generators and article spinning tools actually exist.)

This vague definition and the disparate views on what it takes to be a writer are allowing people to create their own idea of a writer and slap all kinds of connotations on it.

And this is really distorting the writing industry.

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12 Examples of Native Ads (And Why They Work)

Guinness Guide to Cheese advertorial

Despite all the hype, native advertising remains a fuzzy concept for most marketers.

According to our 2014 status report:

  • 49 percent of respondents don’t know what native advertising is
  • 24 percent are hardly familiar with it
  • Another 24 percent are somewhat familiar
  • Only 3 percent are very knowledgeable

So, given the lack of awareness (and people mistaking it for other things, like sponsorship), we thought it would be a good idea to walk you through about a dozen examples of native advertising — and why they work.

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