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Two Advertorials in Elevator World for Underwriter’s Laboratories

Date posted: August 20, 2010

Underwriter’s Laboratories, the world-famous product compliance organization, recently contracted with me to write two advertorials for a publication called Elevator World.

The first advertorial covered functional safety in elevator applications. The second discussed compliance with new elevator safety codes.

UL’s advertorial strategy is effective because the company takes great pains not to make their advertorial overtly commercial. Rather, they use the space to provide critically important information–delivered with journalistic integrity and accuracy–to this niche audience.

That’s why I whole-heatedly agreed to act as a ghost writer for these advertorials. The information contained in these two pieces can save lives.