Sooner or later you will have to write good sales copy, if you intend to make money on the Internet. Some of us academic types have antibodies in our DNA that actively seek out and destroy elements of hype and fluff.
So how do you reconcile your desire to make sales, be credible, maintain trust with your dear readers, AND make big sales?
Write an advertorial. This is a cross pollination derived from a the genetic co-mingling of content- and story-rich article and a pure-bred sales page.
We turned to our charming mentor Tom Antion of Great Internet Marketing for tips on how to write an advertorial. Here are ten tips we got from Tom:
1. Pick out 5 good headlines, use one of them, and keep the others for subheads.
2. Use a teaser statement, to get people’s curiosity to read through to the end of the letter.
3. Write 5 features, followed by the benefits for the client.
4. Write a story, a case study, about something personal and real.
5. Include scarcity and urgency.
6. Use testimonials that spell out concrete results.
7. Cost: When you include a discount, tell them the reason why this is a good deal.
8. Use a guarantee and a strong conviction statement.
9. Include bonuses.
10. Be sure to anticipate resistances of the client and address them.
Here’s a sample advertorial from Tom: