What looks like a news story but sells like an ad?
Answer: an advertorial
Challenge. An advertorial
allows you to side step a consumer’s resistance to being sold.
The strategy is to establish a selling proposition with high-interest
editorial material, then plug the product while the reader is open
the Tilex advertorial, I did an Internet search and turned up eye-popping
facts on mold. (Example: every house has mold, no exceptions.) Then
I informed the reader on how to control mold, using products like
Tilex. I know it worked because it motivated me to clean up my own
The advertorial for Armor All was focused
on car care. Did you know that NASCAR races are often won by as
little as 1/100th of a second, and that in close races, the quality
of your car’s shine can
spell the difference between winning and losing? To build the editorial
story, I interviewed race car driver Jay Guy and quoted him extensively.
Turns out (not surprisingly) that his racing team all use Armor All.
The advertorial ended with car cleaning tips and details on how to
enter Armor All’s car cleaning competition.