Advertorial: Big Maple Stories

Story-style advertorials for a Canadian immigration agency, in versions for different markets.

Client
Big Maple Stories
Industry
Immigration services · B2C
Year
2021
Engagement
Advertorial series, Aug - Sep 2021: 3 persona stories on one structure

The brief

The client

Canadian immigration agency (also branded MapleStories) that helps skilled workers and their families move to and settle in Canada

Big Maple Stories helps skilled workers immigrate to Canada and supports them after they arrive with job boards, CV help and a welcome at the airport. They used story-style articles, each about one newcomer, to lead readers to book a free consultation call.

The ask

Write advertorials that read like editorial articles, build trust with readers who are afraid of wasting money on the wrong agency, and lead to the free call.

Written for

People abroad who have thought about moving to Canada for years but are held back by cost, paperwork, fear of failing and stories about dishonest agencies.

What I delivered

I wrote the lead story (Daniel: Bulgaria to the UK to Canada) and persona versions for Henry (Germany) and Javier (Mexico, two drafts). All use the same structure: opening quote, personal story, the problem with agencies, Canada's immigration targets, a 3-step method and a no-obligation call.

Native advertorials, editorial voice

The work

2 pieces, as delivered

Why it works 4 notes
  1. Headline about lost time

    The headline offers to save the reader 4 wasted years instead of promising a better life. Avoiding a specific loss is easier to believe, and it presents the article as a warning from someone who lost that time.

  2. Opens with the editors' doubts

    The article says the team didn't believe Daniel at first and only published after "a dozen emails and a few calls". Stating the reader's doubt early makes the rest of the story easier to accept.

  3. Blames bad agencies, not the reader

    Daniel's three warnings blame his lost years on slow, overpriced agencies. This explains why the reader hasn't moved yet without criticizing them, and makes choosing an agency the main decision.

  4. Same structure for each market

    The data section, 3-step method and call to action stay the same, and only the opening story changes: a Bulgarian mechanic, a German with an "OK" life, a man from Guadalajara who waited 5 years. The client could use a different story for each market without new research.

About this sample

The final advertorial in full, plus the story section of one market variant. Typos fixed.

Big Maple Stories · Daniel's story (final)

Written by Edvin Mulalic for Big Maple Stories, 2021

The main advertorial: a Bulgarian mechanic who moved to Canada after using a bad agency in the UK.

SPECIAL: This Guy Wasted 4 Years Immigrating for a Better Life So You Don’t Have To

“The worst thing was wasting 4 years of my life to get here when it all could have been done in a few months. All because I didn’t know what I was doing, and acted out of fear and insecurity.”
- Daniel G., now a much happier person with the assistance of MapleStories

If you’re thinking about finding a better life in Canada, take a few minutes to read Daniel’s story, it might just save a few years of your life.

Daniel first reached out to us earlier this year, and we didn’t publish his story until now because we thought it wasn’t… real.

But after a dozen emails and a few calls, we realized it’s not only true but that it’s probably the best story we could have ever shared with you.

This is a real-life story about Daniel. Four years ago he was in Bulgaria, two years ago in the UK, and then he moved to Canada, finally achieving his dream of running his own company, making good money, and starting a family.

From Bulgaria, to the UK, to Canada

Daniel’s journey for a better life starts in 2017, in Bulgaria. He was a 29-year-old who spent his days helping his dad run their mechanic shop, fixing cars by day, and slouching at home at night. There was little to no excitement in his life.

It was a dead-end job, and he knew he wasn’t getting anywhere, the years went by, and he lost hope with each one.

Daniel later shared how he fell in love with TV shows that restore old, used, and antique cars into brand new beauties that drove as smoothly as they looked.

“This will sound weird, but I can admit now that I watched those shows so much because that’s exactly what I wanted to happen to me. I wanted someone to just take my life and rebrand it into a new chance, a new start.”

Daniel’s First Big Step Was Moving to the UK

Daniel shared a lot about what pained him the most back in Bulgaria. One of those things was watching his life-long friends move out of the country, one by one.

Once he finally had enough, he decided to take up one of his friends’ advice and immigrate to the UK.

“I wasted a whole year waiting to contact an immigration agency, I was telling myself I need to save more money, prepare better, make sure my parents can make it on their own once I leave, and God knows I had plenty of other excuses. But that’s all they were. Excuses.”

He had saved up what cash he could and started the process. But here comes his first major mistake. He felt so empowered by the decision he made to move that he thought his sheer will alone would take him there.

But in reality, immigrating to another country is much, much more difficult if you don’t know what you’re doing. And especially if you go with an inexperienced immigration agency.

And the hurdles don’t stop there.

“Going to the UK through a random agency was a mistake, but I’m glad that I made it because I probably wouldn’t have found out about MapleStories and their incredible immigration services otherwise.” - said Daniel, reflecting back during one of our calls.

“Immigration can be extremely expensive and time-consuming. And what’s worse, once you’re finally done and get to your new country, you’re then left on your own. But luckily, I found a way around that too.”

Starting from scratch is exciting, but incredibly hard on your own.

Daniel’s Warning: 3 Things People Don’t Know About Immigration and Agencies

Our call with Daniel on this topic lasted for over an hour, but we’ve condensed it down into a list of things he wanted us to emphasize, as a warning to our readers who are thinking about immigrating:

“My journey would have been a lot easier, cheaper, and a lot faster, if I knew these things.”

1. Doing It on Your Own vs. Going with an Agency

The first thing he wanted to emphasize is that if you’re not a lawyer, and haven’t done this before, then don’t try to do it on your own.

Chances are you’ll spend a lot of time and money on finding your way through bureaucratic and administrative work, only to have your visa application declined because of even a single mistake in your paperwork:

You’ve got to know what kind of a visa you need.
How do you make sure you’re eligible for that visa?
How much does it cost, what kind of documentation do you need?
What does the whole process look like and how long does it take?
What do you do once you get to a whole new country?
How do you integrate in a new society, find a job and start living your new life?

And even if you make it through, you’re still going to need a lot more time, money, and energy to successfully start your new life in Canada.

“The best advice I can give you here is to get help. In this case, as weird as it sounds, getting professionals like MapleStories to help you will cost less, will be faster, and you won’t have to do anything alone.”

2. But There’s a Catch with Immigration Agencies

“Because immigration agencies help so much,” - explains Daniel, “they’re in extreme demand. And where there’s extreme demand, there’s always a lot of shady people and companies trying to exploit desperate people. I was one of those people when I immigrated to the UK.”

Daniel also explained that there are hundreds of agencies out there, and your chances of picking a legitimate one today are slim, at best.

“I know because when I moved to the UK, I chose a well-rated agency only to fall into this exact trap. They did help me, obviously, because I got to the UK, but they also prolonged the process as much as they could, always finding ways to string me through never-ending processes and extra charges.”

3. Even Authentic Agencies Only Get You So Far…

We asked Daniel to tell us, in short, how he would categorize immigration agencies today, and what’s different about MapleStories - the agency he used to get to Canada from the UK.

“There are agencies that will get you where you need to go… but they’ll overcharge you and string you along…

“There are agencies that will be cost-effective, but they won’t hold your hand when you get to your country…

“And then there’s MapleStories - the agency I used to immigrate to Canada from the UK. I owe my good life in Ontario to these guys. I recommend them every chance I get.”

Canadians Love Newcomers

It’s no wonder Canada is at the top of the list people choose to immigrate to most often. Its politics, culture, and people are all extremely welcoming to outsiders. They understand that bringing competent people over diversifies their nation and improves everyone’s lives in many different ways.

Daniel might have been lucky enough to miss the lockdown disruption in Canadian immigration, but it came to a near standstill due to the pandemic as Canada shut its borders to the world. Prior to closing its borders in early March 2020, Canada had announced its intention to welcome over one million new immigrants by 2022.

Border closures meant Canada was unable to fulfill its immigration target of 341,000 permanent residents for 2020.

“In order to make up for this loss and ensure there are no significant gaps in the labor market,” says David from MapleStories, “an increased number of immigrants will be welcomed into the country over the next couple of years.”

The Canadian authorities are aiming at 401,000 for 2021 (up from the previous target of 351,000). At the same time, the number for 2022 is up from 361,000 to 411,000, and for 2023 it’s set at 421,000, in order to maintain previously anticipated numbers.

One thing is sure, Canadians are certain about wanting to attract your skills and have built their structures of immigration around that.

So How Did Daniel Make It Happen? What Are the First Steps?

We tested Big Maple Stories, to see if it was really possible to succeed with the immigration process using their program.

Here’s the deal: MapleStories is a program for people who want the best for their families, believe in personal growth, and are prepared to rewrite the story of their lives in Canada.

With the slogan “Accessible Canadian Immigration”, Big Maple Stories presents as a top choice for skilled workers and their families looking to settle in Canada.

Over the last three years, they have helped over 35,000 people prepare for their future as Canadian residents. Their process is selective, and you should know that they only choose candidates who are serious about immigration and have the best profile for naturalization.

They let us get into their actual platform, so we can bring our readers an inside look.

The Big Maple Stories Method

Step 1 - Get in Touch with MapleStories RCIC!

Take the first step. This will determine your eligibility for a Canadian visa and their programs.

After we initiated an inquiry, we were contacted by an immigration consultant approved by Big Maple Stories who explained that the first step is personalizing our application for a visa to fit our needs.

This is also the point where you need to pay the fees. The price of the eligibility assessment could be anywhere from $400 - $750, which after doing our research is actually much cheaper than any immigration lawyer out there!

They explain the types of visas you can apply for, they help you optimize your profile, write your application, and tons of time-saving advice with paperwork and bureaucratic things that you would usually have to hire an hourly lawyer for.

Daniel had some advice for our readers too:

“MapleStories will find the best RCIC for you, and they then help you choose the best visa for you, based on your qualifications, in order to maximize your chances of being chosen as a successful new resident.”

This means that choosing the right visa can make all the difference in successfully and painlessly immigrating on your first try!

Step 2 - You’re Qualified!

After we’ve been told what it would take for us to be eligible for a Canadian visa, this is where the job hunt begins.

You don’t want to get to Canada without a job. Here, Big Maple provided me with access to job boards for immigrants, tools for CV optimization, interview preparation - basically everything I needed to jump-start my new life.

Step 3 - Get There!

MapleStories won the editorial team over with one small touch - they are there to meet and greet you as you land at the airport.

“I’ve got to say, even though I had gone through the whole process, leaving my old life behind still felt unreal. The fact that they welcome you at the airport was such a big deal for me. I felt emotionally supported too, and it was awesome!”

With this kind of effort, Big Maple certainly seems to walk the talk. This kind of care and support is what makes them so different from all those other immigration agencies, that just seem bland in comparison.

Daniel said it best: “Step three is when you truly realize you’re not alone. There’s a whole community of people starting their new lives over there, waiting excitedly for you to join them!”

So, if you really want to immigrate to Canada, hire an expert. It can mean the difference between remaining where you are and starting a better life!

“Man, when I look back, all I remember is the worrying. Especially since I had such a bad time with a random agency that got me to the UK. You can imagine how fearful I was throwing money away again at yet another agency all over again. But thanks to Big Maple Stories, this time around was much different.”

With MapleStories, all your questions are answered by kind professionals. All you’ve got to do is sign up for a no-obligation, free phone call, and ask any questions you have.

You’ll get the whole A-Z of what you need to know in 2-3 minutes and then you’re free to call back again if you decide you want their services.

We asked Daniel to share one of his last thoughts for our readers:

“The best thing you can do for yourself right now is to get informed. Set up a call with these guys and see for yourself. There’s no obligation of any kind and you’ll have all your questions answered within 2-3 minutes. I can’t stress this enough, start before it’s too late, you never know what’ll happen with this pandemic going on.”

Call to action

Set up your free call now, and find out how close you are to a better life.

We want to use this opportunity to say THANK YOU, to Daniel, for sharing his incredible story. Hopefully, that’ll help our readers get a new, fresh start.

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