Local businesses often pay print newspapers or magazines to tell their stories. Unfortunately, this “sponsored content” or advertorial rambles and appears like a sea of black. Part of the problem is that many times the writers are journalists whose technique for reporting news doesn’t make for great advertising story-telling.

It’s a good idea for advertorial writers to use website content techniques like short paragraphs, subheads and bullets to tell the advertiser’s story and play up the strengths of the business without getting sappy.

Here’s an example of a boating company’s 2017 advertorial that is flat-out boring. The next page is a 2018 advertorial with pithier copy, shorter sentences and subheads. The advertiser loved the crisper format that turned her company story into a much faster read.