Advertorial guidelines?

by DavidO
1 replies
I want to try using an advertorial for a new project but resources are thin on the ground. Does anyone know where to find guidelines for this type of writing? In particular:

1. In print media the advertorial is designed to blend in with editorial content. How do you adapt this for use on a website?

2. Specific writing guidelines such as whether to use first and second person voice or 3rd person only.

3. How and when to shift from editorial/news style into sales?

Thanks for any suggestions!
#advertorial #guidelines
  • Profile picture of the author Scott Murdaugh
    Hey David, I'll see if I can help.

    1. Probably the most common way to do this is with a "flog", or a news style looking blog. There's a lot of heat over these but it's because people used fake testimonials, etc, not because of the format. A blog is probably the way to go.

    2. I'd go with 1st person probably 95%+ of the time. I have no idea what you're selling, but speaking "from me to you" is almost always the way to go, no matter the medium.

    3. If you're good you can sell in an editorial style throughout the copy.

    Hope that helps a little bit. I searched for a good online example but couldn't find one, if you do a little digging they're out there.

    Thanks,

    -Scott
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