The final section of a good advertorial asks readers to do something. It follows your irresistible offer, where you sweeten the pot by throwing in bonuses and extra features. But why should anyone act now?

Unless you mention reasons to act now, people will put it off, maybe say they will think it over, and then forget about it. You should include scarcity and urgency in your copy to get your readers to act and act now.

How can you let people know that your offer is only good for a certain time period, or until a certain number of sales or registrations is reached? The key is to be rigorously honest and authentic. Anything less and you will trigger your readers’ BS antennae and they will abandon at the point of purchase.

I once got an email promoting an ebook in which the author insisted there were only a few copies left. That’s actually a pretty funny thing to say since most people know ebooks are digital publications, but the author destroyed his credibility by not letting people know it was a joke.

If you are doing a teleseminar and the telephone line really truly is limited to 100 or 1000 people, it better be true. Most people know that when registrations fill up, the professional can simply get a bigger bridge line.

Including scarcity and urgency issues in your advertorial makes a lot of sense, as long as you are honest.

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When writing persuasive copy, you want to come across as trustworthy as possible. One way to this is to be transparent about the fact that readers have doubts. Many people have been burned by buying worthless ebooks with nothing but fluff.

What kind of proof can you present to show you are real and your services good? Case studies are an excellent way to present a customer experience. Testimonials should also be included, but be sure they are specific and use full names and quantifiable results.

How has the product or service you’d like readers to try had an impact on the lives of others? Can you get people to record their stories? Audio files are very powerful. Your clients can use a telephone recording service to report their experiences. Video is even more powerful.

Here is how I include a section on proof in our Blog Squad Mentor program advertorial:

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