Adam Urbanski's been teaching marketing for several years now and each time Denise and I are exposed to his wisdom, we come away with something new. This time, at his Attract Clients Like Crazy(tm) Boot Camp in Irvine last week, I learned more about writing advertorials. Adam calls this his Edumercial(tm) technique because it employs some of the powerful tips from late night infomercials.
If you are a service professional like a coach, consultant, speaker or author, you know the problem. It's a little different than pitching a widget or a thing that solves a problem. You need to sell without seeming to sell - you need to educate and inform rather than promote.
Learning sales letter writing and copywriting skills might not be the answer. For higher end sales such as your consulting services, you need first and foremost to build relationship with readers. And to do that you need to educate and inform, even over-deliver content that is useful and relevant to your readers.
Here is an outline for advertorial style persuasive copy:
- Grab attention with a list of 3 or 5 horrible mistakes people make
- Explain the problem
- Explain why most solutions fail
- Present your solution
- Address objections
- Provide proof
- Make an irresistible offer
- Clear call to action
I'll explore each section in blog posts this week.