Feed Strategy - December 2019 - 23

FeedStrategy ❙ 23

Reward your audience
But, when the audience is free and they come to you
on their own free will, they have to be rewarded. And
in the case of magazine articles, this means some free
and meaningful technical information that they can
take back to their business and use to make their work
better, easier and more profitable.
For this simple reason, advertorials have and will
always fail. A non-captive audience does not read
advertorials simply because these publications are
akin to mystery tales with the ending written
on the front cover. There has never, never been
an advertorial where there is a negative ending
such as, "our product does not work, after all."
If you, as a reader, are going to read a
mystery story, you need to have all options
open at least in the beginning, or if you
suspect the ending, then at least you need to know
you will enjoy the storyline. In our case, as we
are not in the entertainment business, this reward
is free and valuable technical information. So,
blending the two (your message and rewarding
value) is the only way to have advertorials even
skimmed through.

more about auxiliary information on phytase. And
phytase is about phosphorus (mainly, no?)
So, talk - or rather write - about the scarcity of
phosphorus and its cost, its detrimental role on being
excreted into the environment, the real requirements
of animals, and why not any new advances of phytase
on how it helps other nutrients being released, or how
phytase can work better with certain, say, organic
acids - or not. Think outside the box and help your
readers become better at using your line of products.

AN ARTICLE PUBLISHED IN a
successful magazine is a great
deal for any business as their
image increases.

Focus on science
If you are still bent on writing an article, again, do not
write an advertorial based on your marketing material.
In fact, throw away all your marketing material and
focus on the science behind your products.
Say you are selling an enzyme, such as phytase.
Writing an article about how your own phytase
is better than any other phytase is what everyone
expects from you. In fact, your readers probably
have already been visited by your sales/marketing
teams and they can recognize the graphs, tables,
reasoning and approach you are going to use in your
advertorial article.
Instead, think about how someone who already
knows a lot about phytase would benefit by knowing

The best way to advertise your products though articles is not to talk about your specific products but about
the brilliance of your science as it shines through your
people. Let marketing do the direct marketing, while
you focus on providing some really useful information.

Talented writers needed
Sending an indirect message that promotes your
interests is perhaps the most difficult writing exercise.
Crossing the line to the advertorial approach is the
easiest mistake to make, and to avoid that, you need
talent or at least some training on writing. Nobody
should expect technical or marketing people to be
writers as well. These are all different professions.
Again, we are referring to material directed to a
non-captive audience; this is perhaps the most difficult
audience, as information flows across the internet with
an unprecedented speed that is only going
to increase. So, training on the intricacies of
writing should be considered an investment,
especially as most companies now invest
in having their own newsletters, websites
and even magazines. ■

Ioannis Mavromichalis, Ph.D., is an animal nutrition industry consultant. To contact, Mavromichalis,
email imavromichalis@icloud.com.
December 2019 ❙ www.FeedStrategy.com


http://www.FeedStrategy.com

Feed Strategy - December 2019

Table of Contents for the Digital Edition of Feed Strategy - December 2019

Feed Strategy - December 2019
Contents
In the Mix
Industry Happenings
Mar-Jac Poultry feed mill built for capacity, expansion
A feed manufacturer’s watchlist for 2020
What feed formulators need to know about organic rations
Marketing nutrition by writing the article
Updating thinking on bioactive fatty acids in pig nutrition
Examining the components of optimal dairy cow nutrition
4 programs for the feed industry at 2020 IPPE
Advertisers’ Index
Feed Strategy - December 2019 - CT1
Feed Strategy - December 2019 - CT2
Feed Strategy - December 2019 - Feed Strategy - December 2019
Feed Strategy - December 2019 - Cover2
Feed Strategy - December 2019 - Contents
Feed Strategy - December 2019 - In the Mix
Feed Strategy - December 2019 - Industry Happenings
Feed Strategy - December 2019 - Mar-Jac Poultry feed mill built for capacity, expansion
Feed Strategy - December 2019 - 5
Feed Strategy - December 2019 - 6
Feed Strategy - December 2019 - 7
Feed Strategy - December 2019 - 8
Feed Strategy - December 2019 - 9
Feed Strategy - December 2019 - 10
Feed Strategy - December 2019 - 11
Feed Strategy - December 2019 - 12
Feed Strategy - December 2019 - 13
Feed Strategy - December 2019 - A feed manufacturer’s watchlist for 2020
Feed Strategy - December 2019 - 15
Feed Strategy - December 2019 - 16
Feed Strategy - December 2019 - 17
Feed Strategy - December 2019 - What feed formulators need to know about organic rations
Feed Strategy - December 2019 - 19
Feed Strategy - December 2019 - 20
Feed Strategy - December 2019 - 21
Feed Strategy - December 2019 - Marketing nutrition by writing the article
Feed Strategy - December 2019 - 23
Feed Strategy - December 2019 - Updating thinking on bioactive fatty acids in pig nutrition
Feed Strategy - December 2019 - 25
Feed Strategy - December 2019 - 26
Feed Strategy - December 2019 - 27
Feed Strategy - December 2019 - 28
Feed Strategy - December 2019 - 29
Feed Strategy - December 2019 - Examining the components of optimal dairy cow nutrition
Feed Strategy - December 2019 - 31
Feed Strategy - December 2019 - 32
Feed Strategy - December 2019 - 33
Feed Strategy - December 2019 - 34
Feed Strategy - December 2019 - 35
Feed Strategy - December 2019 - 36
Feed Strategy - December 2019 - 37
Feed Strategy - December 2019 - 4 programs for the feed industry at 2020 IPPE
Feed Strategy - December 2019 - 39
Feed Strategy - December 2019 - Advertisers’ Index
Feed Strategy - December 2019 - Cover3
Feed Strategy - December 2019 - Cover4
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