Editorials are a great way to RAISE PROBLEMS in an impartial way that promotes your business as a credible SOLUTION TO THE PROBLEM
The advantages of promoting your business using an editorial is that because it isn't written as a typical advertisement, it appears more trustworthy. You cannot help but focus on the problem and solution rather than features, and if you have a good relationship with the publication, it can often be free.
3 STEPS TOWARDS WRITING A SUCCESSFUL EDITORIAL:
1. Identify an issue, problem or matter of interest that relates to your business and could be considered interesting and newsworthy to your customers.
For example, if you are an accountant you could write about GST and tax and how they affect small businesses. If you are a surf shop, you could write an article about the burgeoning surf culture and what is great about it. If you are a fire safety design company, you could write about how dangerous many homes and businesses are and what the reader needs to do to make them safe. Catch my drift?
2.Contact a publication for distribution.
For those who have longstanding relationships with publications, you may be able to arrange for a free editorial. Some publications will allow you to select where your editorial is placed. It's important to contact the publication before you start writing because they may have guidelines on what you can or cannot write about and the format in which it needs to be submitted.
3. Write the marketing for your editorial.
Always remember that the editorial must be impartial and the focus should be on the problem, not the benefits of your product or service. Technically speaking, an editorial isn't an advertisement for your business. You need to address the issue, problem or matter of interest and provide a solution, possibly in the form of your business, but you can't openly promote your business.
The difference between writing an editorial and an advertisement can be very small. It might help to pretend you are writing a newspaper article about the matter of interest and your role in solving the problem. When writing your editorial, it is a great idea to include interview-style quotes of yourself speaking about the issue or problem and giving advice about possible solutions.
This puts you in a position of being an expert in the field and gives you a lot of credibility with the reader. Because you can't directly plug your business in an editorial, these quotes are your opportunity to do this.
Remember to include the key parts of 'SCIENTIFIC ADVERTISING':
- Photos and captions
- Endorsements/quotes about the problem