Bad advertising vs Good advertising
You write an ad copy to sell your ai slop ebook that you stole from Etsy redesigned with canva and ChatGPT. You write from a sellers perspective. A would be customer reads your ad for a second and screams, “they’re trying to sell me something!” And swipe before hearing something that could’ve actually benefited them and you. After this massive failure of a marketing campaign, you decide to learn the art of the advertorial. Suddenly your organic posts get hundreds of views, thousands of views, hundreds of thousands, several comments no longer saying “I hate ads” but talking about how amazing the solution (your product) is and how much they want it. They’re tagging their boyfriend to see the post and buy it, they’re sending it to their group chats. And you’re swimming in sales. So how do you write an advertorial and what is it anyway?
An advertorial is the combination of two words, editorial and advertisement. It’s a copywriting term describing an ad that doesn’t read like an ad. It’s the most successful form of advertising you can have. Here I write the difference between a bad ad and a good ad to better show the difference and why one is so successful while the other isn’t.
A bad ad vs the advertorial…
Getting 0 shares on your first ad humbled you.
You now understand your ad needs to be like a Trojan horse.
A cheery avatar appears on their screen
They look & talk like the audience that you’re targeting.
They don’t say “buy this beetroot supplement because it’s good for your blood”,
In fact, they dont seem to want to sell you anything
They simply to advise you like a good friend & mentor.
No one watches TikTok Instagram YouTube or Facebook to be sold something
They watch for enjoyment, for education, the blend of both & to be hooked & glued to screen like they’re watching the most thrilling movie.
Therefore the video should serve as an educational hooking piece of content. Not an ad.
For 2/3 minutes of reading of watching, they notice that you’re listing every problem the viewer relates with and you still are not selling anything to them because the goal is to get the viewer to become painful aware of a problem that they were completely unaware of prior to watching your video.
The reader is in pain and dispair and looking to you to find answers, a solution to their problem that you’ve only just made them aware of.
Then it happens, right at the end, like a saving grace. You present the perfect product to solve all the problems listed in your video. You tell them it’s hard to source this product, a lot of fakes, blah blah blah, and you do them a favour and sneak your affiliate link in the bio and tell them they can find it there at a discounted price.
Finally buying the product that solves all their problems at a discounted price from the person that made them aware of a problem (which may not even a real problem) becomes the viewers top priority.
And then and only then, you realised you have learnt the art and way of the advertorial.
Now I’m curious, do you guys use advertorials in your work. How many of you guys just learnt about it. Maybe you haven’t but have already been incorporating this copywriting techniques in your work. You’re smart. Let me know if you have any questions or just something to add to this I’d love to hear it.