Quick Tips to Writing Feature Articles and Advertorials To Promote Your Business


You can use feature stories to promote your business by writing about:

People:

Case studies focusing on individuals are a highly-effective way to promote a particular expertise or interest. Personal profiles and human interest narratives are powerful tools for engaging your reader while selling your message.

Organisations:

Profiles that focus on the history and background of specific organisations can humanise an otherwise faceless entity. It can prove the main point of difference that makes it memorable in a competitive market.

Issues:

Focusing on issues relevant to a specific organisation or business can be effective in generating interest, even more so if the issue can be related to a newsworthy topic in the broader community. Background features also work well in providing perspective on a topical issue.

Types of feature stories

Narratives

* Storytelling
* Suspense to keep the reader engaged
* Flexibility in writing style and format
* First-person account of an event

Colour stories

* Use descriptive “flowery” language”
* Set the scene for the reader
* Flexible in style and structure

Human interest stories

* Focus on an individual person
* Emphasise human values
* Play heavily on emotions

ADVERTORIALS

Advertorials present like a news or feature article but are paid advertising space that provides comprehensive information about a product or service.

Some news publications will use their own staff to write the copy otherwise you may need to provide the content personally.

Copy should be:

* Clear, concise and easy to understand
* Specific and detailed
* Believable and relevant to your audience
* Memorable

Advertorials are an effective way to promote your business in a more interesting manner by using anecdotes and metaphors rather than simple descriptions.

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