Writing Killer Advertorials

Welcome to the D2C Funnel Newsletter. It is Jacob from Shivook.

Before you read, be sure to subscribe to my YouTube channel. I post weekly content on landing page, CRO, and sales funnel strategies to help brand owners like yourself scale.

In today’s newsletter, we will go over

• The top sales funnel idea of the week

• A bunch of links to great resources for you to check out

• Tips and tricks on writing direct response copy in your advertorials and on your offer pages to Intrigue viewers

And much, much more…

Sales Funnel Idea of the week

The purpose of a sales funnel is to control and monitor the customer journey every step of the way. Doing this successfully allows us to make data driven decisions on how to further improve our funnel.

A common aspect of sales funnels are abandoned checkout flows. Naturally, a lot of online shoppers tend to abandon their carts during the checkout process, resulting in lost revenue for businesses. To combat this, lots of brands send email flows to these potential customers to try and win them back. See example below from Javy Coffee:

Getting to the point, the sales funnel idea of the week is to try and prevent abandoned checkouts ahead of time, instead of afterwards.

One way to do this is by integrating an interactive free mystery gift pop-up simultaneously to a potential customer pressing the checkout button. Add an element of urgency to the free gift offer like a timer or notice of low inventory, and watch your abandoned checkouts get cut by 25%.

So here’s exactly how it would work: The customer arrives on your sales page and clicks the add to cart button on one of your products. Directly after, they’ll see a pop-up that offers them a free gift, but this gift will only be available for a limited amount of time. The customer wants this free gift, and they know if they don’t check out quickly enough they won’t get it.

This rush of excitement the customer receives directly before reaching checkout can help keep their energy and attitude high in regards to their potential purchase for your company.

You can even take this further by adding a free mystery discount pop-up simultaneously to a customer adding a product to cart (abandoned carts are very common as well).

Implement both these strategies and watch your revenue jump significantly this month.

*Side note:

You can get very very strategic with your free mystery gifts to help drive LTV.

Think gift cards, a free trial to your brands digital or product subscriptions, etc. Get creative here.

Top Links of the Week

•  Exactly how to set up your Shopify store with VWO to start A/B testing

• CRO workshop: Evaluating areas for improvement in Shopify stores

• Example of a fantastic landing page

• Great advertorial example

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I spend a lot of time posting content on social media. Check out my profiles, I swear I post good stuff!

Deep Dive

Congrats on making it to the deep dive. Lucky for you, you get to listen to me rant about direct response copywriting in advertorials and how you can use it to get more conversions.

Advertorials are like the MVP of a direct response funnel. If you do it right, they’ll be your best friend and you can sit back and watch as your CVR hits 5%. If you don’t do it right, prepare yourself for a headache.

To start writing great copy, its crucial to know who you’re talking to. Your target audience deals with different problems, has different dreams, and wants something else than everyone else.

The purpose of great copy is to cut through the noise and get your message across with precision and persuasion. Your readers need to be intrigued, entertained, educated, and compelled all at the same time. And different demographics aren’t all going to feel these emotions through the same style of writing.

Your headline needs to be amazing, because if it isn’t, they won’t even click on the article in the first place. Say something to grab their attention, make it specific, and make it urgent.

Good examples: “The Hidden Culprit Behind Rapid Skin Aging” or ““The Reason Your Skin is Aging Faster Than it Should”

Bad example: “This is The Best Face Lotion Out There!”

As soon as they begin reading your advertorial, you need to go for the emotions. Talk about the problems you know they are dealing with or create a story about how someone overcame the same problem.

Highlight how their lives would be different without this problem and how important and urgent it is to get rid of it.

Then introduce your solution. Talk about the benefits of your product, not the features. Talk about the peoples’ lives it’s changed how it’ll change their lives.

Use descriptive wording to help get your point across. Think “more money, less stress, younger skin, quality sleep”, etc.

If you can hook the reader in with an intriguing caption and keep them invested till the end with a compelling and emotional story, you’re golden.

Poll

How I can Help

1. The importance of A/B testing to improve your conversions

2. 3 Things You Need to Boost Your Conversion rate

3. If you are looking to get a high converting landing page or sales funnel, we have worked with over 100 brands and helped the vast majority of them get a 20% higher conversion rate

4. Check out our website for more resources and information!