Last week we covered how to write an advertorial, described as persuasive copy written from the readers’ perspective, designed to educate and inform AND with a specific call to action (sign up, download, buy).
This is a form of sales copy dressed up in Sunday best. Even if your reader doesn’t buy, they will have learned something, or have been entertained, and you at least gain a favorable impression for next time.
Landing pages are one-page web site publications designed to get readers to click, register, or buy. This is where you publish your advertorial. There are smart ways to construct a landing page.
Roberta Rosenberg, the Copywriting Maven, has guest authored a post all about landing pages over on Brian Clark’s Copyblogger site. It’s a great learning piece because she critiques a landing page and gives 10 tips for improvement.
If you’re like me, you learn from examples, so I suggest you hop on over there now and learn more about what should go onto a landing page, besides good advertorial copy.
You will see she links to David Meerman Scott’s post about landing pages, and critiques his landing page for his new book The New Rules of Marketing and PR
Previous posts on advertorials:
Are You Promoting or Educating? Advertorial introduction
Advertorials Step 1- Grab attention
Persuasive Content: Step 2- Positioning
Advertorials: Step3- Explain the Problem
Advertorials: Step 4- Why most solutions fail
Advertorials: Step 5- Describe your solution
Advertorials: Step 6- Address Objections
Advertorials: Step 7- Provide Proof
Advertorials: Step 8: Make an Irresistible Offer
Advertorials: Step 9: A Clear Call to Action