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