“It has been found that the less an advertisement looks like an advertisement, and the more it looks like an editorial, the more readers stop, look, and read.” – David Ogilvy
I always appreciate the business owner who “gets it” when it comes to marketing. Especially a local business owner, who’s in the game every day, trying to get attention, get response, get results.
This past week, I was perusing the local paper and came across this pretty decent example of an advertorial (click to see larger version).
In case you are not familiar with advertorials, they are advertisements designed to look like articles in the publication, with the intent of catching the readers’ eyes by not looking like every other add in the publication.
Advertorials have been around for decades and I’ve put together a mini advertorial swipe file of a few examples I’ve collected over the years. You can download it here. If you peruse through these examples, you’ll see a few strategies you should use when creating your own advertorials, including:
Let’s go back to the Buckley’s Pest Service ad and let me point out several smart things they did in this advertorial (I am then going to ask you to find the one area they could instantly improve this advertorial).
Overall, a very good example of a local business owner using a time-tested marketing strategy to get attention and get response.
However, there is one weak area that stands out dramatically in my opinion. Something that could easily be fixed in a few seconds and I guarantee response would increase. Do you know what it is? Leave your ideas below and the first person and the fifth person to get the right answer will a digital copy of my Response Boosting Profit Secrets book where I show smart strategies like advertorials and much more for creating stand out marketing.
UPDATE: We have our winners!
Congratulations to Michael Singer and Chris Dysart who were the first and fifth person to get the answer I was looking for (as did many others). Overall, I was impressed with the different insights in the comments below, but the one thing I was looking for was improving the call-to-action. The advertorial above does a good job of getting attention and it reads well, but the call-to-action is weak. It sounds like any other pest control company and doesn’t give me any real reason or urgency to contact them now. This stumbling at the one-yard line is very typical and something we ALL must avoid. Create strong, compelling reasons for somebody to take action – NOW.
Compare the advertorial above to this one here and see the difference in the call-to-action. Click on the image to bring up a larger version.
I'm a speaker, author and high impact marketing strategist for business owners and sharp, aggressive entrepreneurs looking to get to the next level in their business. I'm also the the inventor of the world-famous CopyDoodles. CopyDoodles are the world's largest library of handwritten fonts, hand-drawn doodles, comics and more designed to grab attention and boost your marketing results!