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English-language editorials on any topic.

English editorials, advertorials, articles, featur

Produce advertorials from collated client information for industry, media, private or public consumption. Product or service copywriting for web, print, radio, internal use.
Making advertorials sound like editorials is an important skill that few mediums get right, particularly print and the web. Just because a piece of writing is paid for by an external party – other terms used include “sponsored feature”, “promotional feature”, and so on – doesn’t mean it shouldn’t be interesting and engaging for the reader. There is a way of writing advertorials that draw the reader in without them feeling overtly manipulated or “duped”. In fact, advertorial, when done well, is often more open and honest than editorial work.
From the “wristwatch as investment” to why “cruising is the new way for millennials to see the world”, advertorials can and should make any product or service new and fresh – and compelling reading.
Editorials, however, on any topic – from satirical TV reviews; serious book reviews; to why corporate social investment doesn’t work, but should; and socio-economic issues such as a country’s relationship with trading partners and why, in water-scarce countries, every drop not only counts but must be accounted for – can and should always dance, delight the reader (no matter how moribund the subject), and leave them wanting more of the same. As author Clive James so perfectly put it, he “could turn a phrase until it caught the light”.
Editorials by an experienced writer can be generated with a quick turnaround time as often they are time-dependent. Op-ed pieces on a country’s dubious foreign policy, fake news or international realities, pressing social issues – or whether Donna Tartt really is worth the paper she’s written on – cannot be left too long before their kerb appeal wanes. And while advertorials should never speak in the writer’s voice, it is imperative that an editorial’s is that of the speaker’s alone. It’s time to get opiniated, but always informed by research and an understanding of both the to

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