Confused? Don’t worry – you soon won’t be. Naturally, as a company, you want to sell, but being too open about this intention can be off-putting. When was the last time, say, you stopped to watch an online video ad in its entirety, rather than simply mute or pause before scrolling past it?

The bottom line is that no-one likes being on the receiving end of blatant sales tactics, even when selling is obviously what a business needs to do. Fortunately, though, you don’t need to sell to… well, sell. You just need to prioritise helping your target customers, as the sales will then follow.

Wrap up your advertising in a non-advertorial package

You can probably recall occasions when you have headed onto your favourite website and seen what looks like an otherwise innocuous article emblazoned with the words “advertising feature” or something of that ilk. However, this could be the only clear sign of the article’s promotional intent.

Of course, through tie-in deals with established, popular websites, you could promote your company’s offerings in such articles – as well as ones on your firm’s own site, where you wouldn’t even need the “advertising feature” disclaimer. However, along the way, the focus should primarily be on providing advice that can help readers to overcome an issue they realistically could be facing.

How this approach can work in practice

If you sell screen protectors, for example, then advice on how to apply them – without producing the dreaded air bubbles – could be much appreciated. Meanwhile, a heating firm could provide a tutorial of how to assess what’s wrong with a faulty boiler before the sufferer calls… yes, a heating firm.

If you don’t know how to put that advice into easy-to-follow words, rest easy, as our copywriting team can handle that responsibility for you.