By Rix Quinn, for Mediabids.com

One morning not long ago I dragged out of bed, tripped over the dog, then stumbled to the front yard to find the newspaper.

When I opened it, a large printed card dropped out. I picked it up, and read this startling headline: "How a simple medical test saved my life."

Even though I felt pretty good, I couldn't stop myself from reading that story. Because I'm a hypochondriac, I believe the old saying "Feeling good may be the first sign of serious illness."

The report concerned a woman who went to a neck artery screening at the mall. Although the woman felt fine, test results indicated her carotid artery was clogged, putting her at great risk for a stroke.

The card's design, surprisingly, didn't look like an advertisement at all, but more like a news story. It had a big headline, several sub-heads (a new one after every few paragraphs), and concluded by asking the question: "Are you at risk for a stroke? Here's what you can do about it."

The little card that grabbed my attention, told a captivating human-interest story, then asked me to take action is called an "advertorial." It's an advertisement "dressed up" to look like a news story.

Many experts say this advertising format tests better than others. It gets people's attention and keeps them reading for three reasons:

1. The headline makes a startling promise, predicts an event, asks a question, or presents a "discovery" that captures us immediately.
2. Most contain no fancy graphics, unusual typefaces, or dramatic reverses (white type on a dark background). Simply, the ad looks like a news report.
3. We consumers have well-trained eyes. At work we read both articles AND ads thoroughly, because we want the INFORMATION.

However, when we leave work and put on our casual clothes, many of us change reading styles. We pick up a newspaper, find the headlines that interest us, read the body copy if we're intrigued. But...our eyes may "jump over" ads if they don't capture our attention with a headline, or if they're loaded with too much unfocused information.

Where can you find examples of the "advertorial" look? One great place: your local supermarket. Buy one of those papers at the check out stand. Flip through, and notice how many ads employ this method.

Following are some helpful ways to put your "advertorial" product together:

1. Spend lots of time creating your headline. Remember, it's read about FIVE TIMES as often as the body copy of the story. It's your "outdoor sign" that attracts the reader to the rest of the story. You might want to try these approaches:

1. Offer a "free report" on how to use your product. Offer a free pamphlet that tells all the benefits your service provides customers.
2. Present a "caution." Example: "Retailer warns that lack of winter preparation can injure your residence."
3. Quote a customer (with his/her permission, of course!). Example: "How one timely suggestion increased my property value."
4. Reveal a "secret." Example: "Secret make-up and dressing techniques of movie stars."
5. Ask a question. Example: "Do your feet show these symptoms of fatigue?"

2. A powerful advertorial frequently uses a "problem/solution" format. It discusses a problem the customer already has, or POINTS OUT a problem the customer may never have thought about before.

Speechwriters often use this technique: First, they point out a PROBLEM, often illustrated by an interesting story or event. Second, they talk about CONSEQUENCES that might occur if the problem's not solved. Finally, they suggest an ANSWER, or RESOLUTION, for the problem.

3. Kept words short, sentences short, and paragraphs short. This adds to readability. And sprinkle subheads liberally into the article. These little boldface or italic-type headlines separate the article into easily readable "bites." Experts often call them "eye rests" between body copy paragraphs.

4. Pretend a radio or newspaper reporter comes to do a feature story about you. "What do you want to tell the public?" the reporter asks. What specific incident, or specific product or service, will convince the public they need what you've got to offer?

5. What sort of "human interest" stories captures reader attention? Here are a few:

• The desire to "fit in," to be in style.
• The desire to improve one's situation, to change for the better.
• The desire to do what's right, what's correct.
• The desire to improve life for other people.
• The desire to appeal to the opposite sex.
• The desire to live a longer, fuller, healthier life.
• The desire for recognition.

Can you incorporate one -- or perhaps several of these -- in your advertorial?

6. The last part of your advertorial is also the most critical. How do you get the reader to "take action," to come visit your store? What about one of these ways?

• Offer a free brochure.
• Give the date and time of a free demonstration.
• Offer a free estimate on your service.
• Put a time limit on your special offer.
• Include phone, fax, and e-mail numbers, hours of business, and directions for getting to your location.

One additional thought: Once you've got your story written, you might submit it to the appropriate editorial department (perhaps the business or features section) of your newspaper. They might even do a special story about you!

If you decide to run it as an ad, ask about pre-print (you print the ad, and the newspaper inserts it) or zoned editions (delivered in the zip codes you request only).

And, if you'd like someone else to write the advertorial for you...how about contacting the journalism department of your local college? I suspect several students might be eager to write the story...and you can edit and make suggestions for changes before submitting it to the paper.


About the Author:
Rix Quinn is a former business magazine writer, editor and publisher, writes marketing columns for several magazines, and gives workshops on niche marketing and sales writing for college and university continuing education programs. He also serves as a journalism consultant for two Texas school districts. 817-920-7999 or e-mail rixquinn@charter.net.

About Mediabids:
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You can use Mediabids services yourself by going to www.mediabids.com or call them toll free at 866-236-2259 - and they'll act as your free media planner & buyer. .