BOOK: The Adweek Copywriting Handbook by Joseph Sugarman

If you are looking at writing Advertorial type advertising, then this is the ultimate resource!

This book is one of those fantastic resources that details case studies of both good and bad examples.

Initially I read through the bad examples and thought they were okay.  But after hearing Joseph’s comments on what is ‘not right’ with the wording, I understand the reasons why they will likely not get the all important ‘buy in’ from the reader.

The vast array of examples showcasing what works can easily be re-worded to fit most types of products in many industries.

A particular favourite of mine is the Advertorial where the task was to sell a second hand aircraft.  This aircraft was brought for $240,000 and was only worth $190,000 at the time of sale.  The Advertorial told a story about the lack of use of the airplane and the concern for the mechanic / Pilot Dave. It included some humour and a small steer from his farm to the buyer.  The plane quickly sold for $240,000 from this advert!  It goes to show that stories draw in the reader’s emotion.