Editorial Article as Soft Selling is a powerful strategy in advertising that Ogilvy do. People come to the internet not to look for ads. They are looking for information. If on facebook, they want to make friends and seek information. If possible, they reject information distorted for commercial and political reasons.
Why Editorial Article is soft selling
When they want to buy something, they want to seek information, not looking for ads that claim to be the number one ketchup. They seek information about objective products. Not one-sided. The presumption that the internet is a giant promotional channel is not entirely true, as visitors seek information, not to read information.
Therefore, in order for the desire to sell on the Internet to be channeled, they need to hide behind factual information that is objective or objective. For example information such as articles in newspapers and magazines, with the aim of finding the best information with maximum benefits.
They are informed about the product, not in the ad format, but rather in editorial formats such as articles, testimonials, case studies.
The theme of the article can be related to the benefits of your product. Eg your product of peanut sauce spices with health benefits and additional income. Articles may be related to health and additional income. Spice peanut sauce became one of the health contributors and additional income. The formula of the articles charged with the soft selling method is. The benefits of what the product. Talk about anything that supports the benefits. Talk about anything that supports health and additional income, if the customer segment wants that. Not just peanut sauce , but all the factors. Seasoning peanut sauce is only one factor.
According to Ogilvy in Ogilvy on Advertising, “there is no rule that ads should be like ads. If you can make it like an editorial page, you will attract more readers. The average person reads the article 6 times more than reading the ad. Rarely have ads read more than one person in every 20 people. “So, inserting ads in articles will increase the number of people to read.
Here are Roll Rolls Roll ads. The maker David Ogilvy. According to research, ads with style like articles will increase the number of people who read up to 80%.
That is power of Editorial Article as Soft Selling.