Does this sound familiar?
You been approached by a media outlet and they love what you do, they’ve heard great things about your business, looked at your website, or “driven past”, and been intrigued, amazed, and awed. Naturally you’re thrilled that someone is interested in publicity about you and your business but there’s a catch, you’ll have to pay for the story or buy an advert and only then they will write a story about you? There’s not much time before publication and they’ve only got one space left at a discounted rate so you better make up your mind quickly.
Sorry to burst your bubble but your ego will need to take a step back here, this is advertorial. The reason is simply “Ka-ching!” and there’s plenty of cowboys at this rodeo. Don’t get me wrong, not all advertorial is all bad, and to reach some niche markets it might be the only avenue you’ve got. So how do you decide if it’s really worth the dollars? Ask questions and be sceptical at their claims, your marketing dollar is worth it and you need to be in the saddle holding the reigns. Consider these points:
- How big is your love? What are their distribution or preferably readership numbers? What’s the readership demographic? Has it been audited or surveyed?
- Do my friends approve? Have you heard of the magazine before? If no ask them to send you a copy and assess the quality for yourself, or ask an industry peer if they’ve had experience with them
- Is there a tastier alternative? Identify another advertising option, one which you like or which you have deem to be similar, check their performance and look at the price difference
Be prepared before you saddle up, you want a thoroughbred not an ass that only moves for money. Had any Cowboy experiences? Let us know.