The local newspaper is offering a free editorial piece when I buy an advert.How is an editorial piece defined?

My weekly local newspaper is having a special section on computers etc next week. They are offering a free 200 word editorial piece and a photo if I buy a small advert. The lady I spoke to said is was a way to promote my business.

I have been looking up the definition of an editorial piece, and it seems to be a piece that expresses a personal opinion, and not really a marketing piece.

I want to promote my competetion for a website, and are wondering if that would be crossing the line for an editorial piece. But since the lady said it was a way of promoting my website, I am thinking that I can write whatever I want to.

Just looking for someone who has experience with marketing via newspapers, and who knows whether an "editorial piece" in connection with an advert, is more broadly defined as a promotional piece?

Thanks!

Diva has it right.
Write about the general category of goods or services your company offers, including as many testimonials presented as "one user of (this type service) says………"

Then drill down a little deeper and provide the unique differentiating characteristics of YOUR particular brand.

End the article with a renewed endorsement of the general category.

Lots of descriptive language is the key. Try to not write like a sales brochure or a technical piece. Write as if you were having coffee with a friend who has asked you about your company.

4 thoughts on “The local newspaper is offering a free editorial piece when I buy an advert.How is an editorial piece defined?

  1. In my experience, when you are paying for the ad space, you have a lot of freedom with the editiorial. I think where you’re getting confused is in defining editorial — editorial pieces are opinion pieces when they’re on the "letters to the editor" page or columns section, but in this case it is more generic and just refers to an article you’re writing along with your ad. Basically, you’re paying for it, so you can write pretty much whatever you want.

    Generally I advise clients to make their "article" as informational and useful as possible for their customers. No one really wants to read an ad or a "this is how great I think I am" piece (or, "our business was founded six years ago when…zzzzzz"). If promoting your competition for your website is going to be interesting and beneficial to your customers, then write about it!

    Best of luck!!
    References :

  2. Diva has it right.
    Write about the general category of goods or services your company offers, including as many testimonials presented as "one user of (this type service) says………"

    Then drill down a little deeper and provide the unique differentiating characteristics of YOUR particular brand.

    End the article with a renewed endorsement of the general category.

    Lots of descriptive language is the key. Try to not write like a sales brochure or a technical piece. Write as if you were having coffee with a friend who has asked you about your company.
    References :

  3. Well…you can’t accomplish too much with 200 words, which represents maybe three to four paragraphs of copy (your question alone is 173 words). You will need to be very specific about what you want to say about your company.

    An editorial piece essentially seeks to duplicate the style of a regular, non-biased news story. Craft your editorial piece in third person style and draft with a compelling lead sentence that interests the reader–"Company XYZ wins national word for excellence in business to business web site design." Make sure to throw in a quote from you that emphasizes the main points. Make sure to make a reference to your ad at the end of the story, so that the two marketing pieces work in concert.

    Good luck. Hope this helps.
    References :

  4. It appears from the details in your question that the newspaper is saying you can write the editorial piece. This is not the normal way it’s done. A quality business publication would do a feature piece about your business that could be short or long. You may have final approval, but it would be written by the newspaper.

    I suggest if you are writing it, you focus on education on a specific topic re: your business. This will help establish you as a local expert. It’s a good idea to include one or more testimonials from satisfied clients (be sure to list their name and business). And with testimonials, it’s best to lead your article with them.

    I write a business column for a local on-line publication, and they give me a free hand. If you’d care to view it, you can go to http://www.ourvalleynews.com/ and scroll down until you see my photo and name.

    Thanks for asking (and including useful detail),
    Rod
    http://www.squidoo.com/seriousmarketingsystems/
    References :

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