Episode Details

In this episode, Barbara discusses:

• What are Advertorials?
• What is the process of creating an advertorial?
• Important Considerations When Creating an Advertorial

Key Takeaways:

“An advertorial is an ad that’s written to look and sound like an editorial. With any typical advertisement, you aim for the ad to jump off the page. But with an advertorial, you want the ad to blend in as if it’s just another article on the page of the newspaper or online. ” – Dr. Barbara Hale

Connect with Barbara Hales:

Twitter:   @DrBarbaraHales
Facebook:   facebook.com/theMedicalStrategist
Business Website: www.TheMedicalStrategist.com
Email:   halesgangb@aol.com

YouTube: https://www.youtube.com/TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:

Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (142)

Dr. Barbara Hales:  Welcome to another episode of marketing tips for doctors. I’m your host, Dr. Barbara Hales, and today we’re going to discuss advertorials. A lot of doctors feel that while advertising may be advantageous, they don’t really want to place ads because, by and large, they feel that it’s either unethical or that it is just putting them in a bad light by advertising themselves.

Advertorials

Dr. Barbara Hales: However, there is a very professional way to advertise yourself where the average person taking a look at your output is not viewed as advertising while still accomplishing its goal, which is getting other people to know who you are, where you’re located, and the services or products that you provide. That is the advertorial. Many of you have seen them in newspapers, magazines, or online and not realized what they were. Editorials are the best way to describe a marketing tool. That is a piece of advertising, but it’s made to look like content. People read it because they think it is an article, not realizing that the person writing it has a vested interest. Compared to most advertisements, the advertorial needs a different tone. It has to be less promotional and newsier. Basically, an advertorial is an ad that’s written to look and sound like an editorial.

7-Step Process To Write Advertorials

With any typical advertisement, you aim for the ad to jump off the page. But with an advertorial, you want the ad to sort of blend in just a bit, just as if it’s just another article on the newspaper page or online. It can be difficult for many writers to switch from a promotional tone to a more newsy tone, which is why a seven-step process is listed for you to help you grasp the concept of writing an advertorial.

The first step is to start brainstorming the product or service to help you find ideas for your storyline. When you’re able to know a product inside and out, its features, benefits and modes of utilization, you’re better able to fit it into an everyday context.

Next, choose your everyday setting for your storyline. It’s best to use ideas and surroundings that your audience is familiar with. For example, if you’re selling a new cleaning detergent, you may want to set your story in either the kitchen or garage, in a home where the home’s residents would typically find themselves cleaning. Likewise, for a doctor’s office, you would want to have your storyline in a healthcare sett