It’s an advertorial column in the local rag. Written by Chris Levis, of Levy’s Source for Sports here in Langley (Metro Vancouver), BC. Title: “Gear Gossip.” With stuff you’ve gotta know if you play hockey (one column is headed, “One piece hockey sticks – versatility that works for your type of play.” Another headline reads, “Properly fitted skates – balance, comfort and speed.” The text in both cases is educational, helpful, really worth reading – not merely self serving. With a photo of Chris to personalize the presentation. And a border created by a hockey stick – which tells you visually what the column is about. Perfect.
>The Key Point:
The key point here is that when you invest in your positioning – in this case as experts in the world of hockey gear – you separate yourself from the crowd. Any sporting goods store can hold a sale. But who wants to take a risk that they’re going to “the wrong store.” Those skates have got to fit properly. And, hey, wouldn’t it be great if you could buy a stick that would increase your point production (if you play hockey, of course, which I don’t). This approach to advertising works with any B2C type of business, and also applies to B2B if you advertorialize in trade publications. (Go team go!)
Please share your idea, comment or request in the space below! [0 responses]
There are no comments yet...Kick things off by filling out the form below.
Leave a Comment