Stories sell, adverts tell.
At Cross Productions, we know great marketing when we see it, and after more than a decade of writing for Niche Magazine, I can tell you one absolute truth: stories sell, adverts tell. And if you’re putting together editorial marketing for a magazine, please hear this loud and clear, it’s not an advert; they are very different breeds of branding. An article is not a love letter to your own brand. It’s a story.
I know it’s the older way in copywriting, submissions proudly telling us about their “excellent customer service,” “award-winning team,” and “strong commitment to the community.” I’m not saying those things aren’t important, of course they are. But if that’s the angle you lead with in your editorial, I can tell you exactly what will happen: the reader will turn the page.
Every business is the best
Why? Because they’ve heard it all before.
Every business believes they offer excellent service, are the best at what they do, and most now make a point of supporting a good cause. I don’t mean to be too harsh, but none of that makes you stand out. What makes you stand out is you, your journey, your recent thoughts about something in your industry that positions you as an expert. Your passion, the emotional rollercoaster, the challenges, the late nights, the “aha!” moments, the real, raw, human stuff.
Especially now, in a world increasingly shaped by AI, what really cuts through is what feels human.
Tell the story
That’s where editorial storytelling steps in. Articles are written not to promote you, but to serve the reader, whether by entertaining them, inspiring them, or informing them. The reader is the hero. They’re not reading to learn how amazing your company is, they’re reading to get something for themselves. Whether that’s an exclusive insight, a tip they can try, or a fresh take on a hot topic, they read to be the first to know, to learn something new, or to shift their perspective.
It’s tempting, I know. When someone offers you the opportunity to be featured in a magazine, of course you want to shout about every brilliant thing your business has done. But here’s the problem: that’s not editorial, that’s advertising. Ads tell people what you do in a glance, and that’s great when that’s the goal. But editorial? That’s where deeper magic lives.
Make it subtle
Marketing through storytelling is subtle. Sometimes maddeningly so. You won’t always see immediate clicks, sales, or phone calls. But something magic happens when your story lands in front of the right eyes. It might be a few weeks later, or even months, but that reader remembers you. They connect with you. They trust you. Because you felt real. You made them feel something. And when they need what you offer, you’re the name they’ll come back to.
And yes, I’ve had to develop a thick skin about this. Not everyone wants to hear it. Some people just want to get their business summary into every sentence. But I’ve learned not to take it personally. I’m not being difficult; I’m sharing what genuinely works. I want what I write for you to actually work.
No offence here…
I wouldn’t tell a landscape gardener how to mow a lawn. But I do know editorial. I do know what makes readers stop scrolling and actually read.
So next time you’re putting together a feature or being interviewed, ask yourself: am I telling a story, or am I listing facts? Because one of those builds connection. The other, if posing as editorial, gets ignored.
If you want to tell—have an ad.
If you want to sell—tell a story.
And if you want help finding your story? You know where I am.
