Editorial Advertising – Effective Writing

Pointers for Writing an Effective Editorial


Write an attention-grabbing headline. It should be clear, concise and to the point. It should be enticing – it should pique your reader’s interest and make them eager to learn more.

Editorial Copy

In your editorial, offer valuable information that will be in the best interest of your readers. You will be establishing yourself as the authority in your field, the vendor of choice.


At the end of your editorial, include a brief biographical sketch about you and/or your business. Include your personal credentials, phone, e-mail and website address.


If someone you know or respect recommends a product or service, that carries more weight than if you or a salesperson recommends it. Testimonials increase credibility and have been proven to be successful marketing tools.

Press Releases

Publicity generated by press releases is free, and often the coverage is far more extensive than anything you could have hoped to say in an ad. Keep in mind that your goal is to attract favorable media attention while following these steps.

  • Decide why you are writing a press release and determine your focus.
  • Keep it short and to the point. Usually, press releases are no more than one page.
  • Print the words “FOR IMMEDIATE RELEASE” in the top left-hand margin in all caps. Follow this line with relevant contact information: name, title, address, phone number, email address.
  • Create a headline and center it in bold type just above the first line of the body of the press release. Headlines typically highlight the most important, significant or shocking fact in the release.
  • Create a dateline – the first line of the body of your press release – that includes the city where the release is generated and the date (i.e. LOS ANGELES, CALIF. – January 1, 2000).
  • Make certain the first paragraph includes all the vital information: the where, when, why, what and who.
  • Include some tantalizing peripheral details or facts to spark curiosity in following paragraphs. A good press release not only informs but also teases.
  • Wrap up the last paragraph with a “for additional information” line, a place to find more details. An annual report or a Web site can be great sources of information.
  • Center these marks, ” # # #” or “-30-“, at the bottom of the page to indicate the end of your release.

Lastly, call me if you’re interested in being a contributor to the Bucks County Women’s Journal; I’m always happy to explain how it all works!

Robin Coppinger
Bucks County Women’s Journal
215 – 721 – 0645

About Nickey

Personal Touch Concierge Service is a multi-virtual assistance company that assists businesses and entrepreneurs with the day-to-day operation of their businesses, social media strategy and management, bookkeeping, and website design and maintenance. With over 25 years' experience in the legal and corporate fields, there is virtually nothing we can't accomplish for you. Transcription, word processing, proofreading, administrative duties, scheduling, research, keyword research and implementation, website content writing, email management, event planning - we can assist you with all the tasks you don't have time to do yourself. Because your time is valuable and you have your business to run!
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