It is possible to write an advertorial (feat. Ould - Wintour and David Ogilvy)

It is possible to write an advertorial (feat. Ould - Wintour and David Ogilvy)

Created by: Hansie Smit | 9 Jul 2014 14: 45Submit a commentBizLike

David Ogilvy storms into (Vogue editor) Anna Wintour's office in addition screams, "Anna I've got it! Let us combine an ad and a piece of text. We'll call it The Advertorial! inches

Anna Wintour takes a stiletto (Prada iPhone case) and lunges at David's include screaming, "Over my dead body! "David Ogilvy stops the shoe only two from his aorta. "Just audibly hear me out, " he convocation. "The writing will be tight. No more superlatives. No exclamation marks. inches 1 . Choose a useful topic"What with topics? " Anna hisses spear like David's loose neck skin. "Topics will always be relevant and useful. Just in case I'm selling lipstick, I'll talk over lipstick shades that bring out the best smile. If I'm selling some seafood, I'll describe ways to cut the best fillet. "2. Watch your tone "And tone? You copywriters struggle with firmness, " Anna asks. "Anna, prefered by, you and I both know mens magazines have a dumbed down firmness to accommodate a face-value demographic. The actual glossy like the one you're running requests glossy copy aimed at a sophisticated target market - with lots of emotion. " two. Check your factsAnna Wintour relaxes this grip on David Ogilvy's can range f. She wipes the blood from this stiletto. "You know what I like with my job, David? People browsing content and going, 'It tells you here butter is actually good for that you a. Can I count on you, David, to really get your facts straight? ""I'll check the aspects. Then I'll check them as before. "4. Add expert opinionFree to push David Ogilvy paces up and down the space. He snaps his fingers. "How about this! Whenever I can, I'll bring quotes from experts in the field of crops up I'm writing about. I can call them up. This they're not sitting in a field someplace. And if I can't find an expert, I'll go ahead and call up the CEO of the brand. "5. Get the length right "What with length? Size is important you know, inches Anna says. "400-600 words, inches David replies. "Longer than a blurb; shorter than a feature article. inches "Okay old man, it's growing around me but we'll have to write down thier word advertorial fairly big of the top right corner, " Ould - demands. "10 point font, more case, " David replies. "12 point, title case, " Ould - says. "Sure, " David tells you.

Hansie Smit's articlesAbout Hansie SmitI'm a copywriter with a soft spot when it comes to long copy and corporate communication. So i'm head writer at The Copy Hard disc Thru, a specialist copy house offering clients in the advertising industry doing desperate need of words. The entire Copy Drive Thru Twitter: @thecpydrivethru

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