If You Have A Product And Sales Page That Works... Then My Advertorials Can Potentially Turn Cold Clicks Into Paying Customers Before They've Even Seen Your Price.

“My advertorials won't do much good for brands that want "pretty," "on-brand," or a template they can paste their logo on. But if you're willing to run copy that looks more like a real story than an ad... maybe, just maybe, I can help you get more from every click you're already paying for.”

Dear Friend,If you're paying for traffic and most of it leaves without buying, this page might be the most useful thing you read this month.Here's the deal:I write advertorials. That's it. Story advertorials, news-style advertorials, medical-style advertorials and listicles for brands running paid traffic.And I'm picky about it.Because an advertorial that "looks right" and follows a proven structure will get you a decent result. But decent isn't what we're after. I write advertorials that keep running for months. The ones your media buyer never wants to turn off.The difference between a good advertorial and a great one usually isn't the structure.It's nine small things most copywriters never think about.Things that only show up in the editing. I call them my finishing moves. And every advertorial I write for you gets all nine.

Who I am first

My name is Michael. I'm an Irish copywriter living in Valencia, Spain, and I write direct-response copy for brands: mostly advertorials and emails.

The missing ingredients in most advertorials

The "keep-sliding" test. A 30-second read-aloud check that tells you whether your first five sentences will get read... or get you bounced. (Costs nothing. Your neighbours may wonder though.)Why the big, bold claim you're so proud of is often the first thing that makes a reader roll their eyes. And the quieter kind of opening that makes them keep going instead.The one type of opening sentence I never allow into an advertorial. It's usually the longest sentence in the draft, and the first one anybody skips.The Rule of One. Why I build your first 200 words around a single idea and ruthlessly cut the other six benefits. (Even the ones you love. Especially those.) A rule taught for years by one of the best-known copywriters.The "I'll tell you in a moment" trick. A simple open loop that gets a reader to sit through a whole paragraph just to find out what happened on day three.Where I get your customers' exact words before I write a single sentence. Two free places. Most copywriters never check either. (Your brand guidelines are not one of them.)Why I leave a story advertorial a little raw. Polish is great for brochures. Here, it makes people suspicious.The 3-second match test. Headline, hero image and first two lines must describe the same person with the same problem. If they don't, plenty of readers are gone before they've read a word.The "grandmother problem." What happens when the headline promises a doctor, the photo shows a model and the lead is told by a grandmother of four. (Readers don't think about it. They just leave.)Why the hero image can matter more than your headline. On a phone, they look before they read.5 hero image styles that stop the scroll. Plus the one question I ask to pick between them. (Hint: it has nothing to do with which looks nicest.)The thing every obvious stock photo has in common. Your reader can spot it from across the room.Why I make your hero image less "on-brand" than your designer would like. Bright, a bit ugly and impossible to ignore beats tasteful and scrolled past. This is direct response, not a brochure.

This next part is where a lot of advertorials quietly lose the sale:

The "wrong voice" mistake. Your customer sounds like a normal person for 800 words, then suddenly turns into a lecturer the moment the product's mechanism shows up. Readers can smell it. That's usually where the story dies.4 little phrases that let an everyday person explain how your product works without losing a drop of credibility. (The reader never notices they're being taught.)The kitchen-table test. Could you hear your actual customer say this out loud over a cup of tea? If not, it gets rewritten. No exceptions.Why I use a simple diagram instead of a paragraph of explanation. Let the picture do the heavy lifting, and let the story keep its voice.The dinner-party question. One question that turns the dullest section of your page (the "how it works" bit) into the part people lean in for.Why I never write "revolutionary," and never write "carbon-infused conductive pathway" either. One makes readers roll their eyes. The other puts them to sleep. The third way takes one surprising fact and an everyday comparison.How I find the one detail about your product that made me say "huh." (If I'm not curious about it, your reader won't be either.)When to put your price in the headline, and when doing it is the quickest way to wreck conversion. Most brands never test either.The "hook or objection?" question I ask before your price goes anywhere near the page.Why I might leave your price out of the advertorial completely. (Especially if your traffic comes from more than one country.)The one line about your special offer that goes into almost every advertorial I write.Why a story where she tries your product once and it works on day one gets quietly disbelieved. And the "long way round" I use instead: a few failed attempts, one reluctant yes, and results that build slowly.The detail that makes each failed attempt feel real. It isn't "it didn't work." It's the thing missing from nearly every story I read.Why the person telling the story should not want to try your product. Reluctance sells harder than enthusiasm.How many failed attempts is too many. Five or six is plenty. After that, readers start to skim. Why a very high click-through rate from advertorial to sales page can be a bad sign, not a good one. (Click-throughs aren't customers. The sales page tells the truth.)Why the "right" click-through rate moves around. It depends on how the reader got to your page. A long video ad warms people up. A bare image and a headline doesn't.Why I won't put a big button at the top of your advertorial, even though it would get you more clicks. (Clicks you'd end up paying for twice.)The side-banner button. Lets the ready-to-buy click straight away without derailing the readers who still need to be warmed up.

What you get

You send me your product, your sales page and the traffic source you're using. I do the research, find your customers' words, and write the advertorial.

Then you get:

First draft within 3 days of receiving your brief.
What I look at once you've spent a decent amount on traffic, and the first three things I'd change depending on whether the number is too high or too low.
Why I write a different opening for someone who's never heard of their problem than for someone who's been burned by three products already.
Why I write many more headlines and leads than I'll ever show you. The weak ones never see daylight.
One complete advertorial in the format that fits your product and traffic: story, news, medical-style, or listicle. I choose the format with you, and I tell you why.
A headline and hero image brief that match each other and the lead (the 3-second match test, built in).
Several headline and lead options, not one. You pick, or we test.
Banner-style button placements marked in the copy, so ready buyers can click without derailing everyone else.
Price and offer placement, decided on purpose and explained in plain English.
Notes on what to watch once traffic is live, and what I'd change first if the numbers come in too high or too low.
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Who this is NOT for

I'll be straight with you.
This isn't for brands that want an advertorial to sound exactly like their website. It isn't for brands that want to approve every sentence by committee. And it isn't for anyone who wants a guaranteed result from a page they won't test.
It also isn't for products I can't stand behind. If I don't believe in what you sell, I'll say so, and we'll both save time.
But if you have a product people want, traffic you're already paying for, and a sales page that converts, then an advertorial that does a better job of warming people up is probably the cheapest improvement left in your funnel.

Email me with your product, your sales page link and where your traffic comes from, and I'll tell you within 2 working days whether I'm the right writer for it.
Talk soon,
Michael

Frequently asked questions

Do you write for any product?
Yes, as long as I like and believe in your product or service.
Will you invent customer stories?
No. A story advertorial works best when it's built on real customers and real results. I'll work from your reviews, testimonials and customer research. If you don't have any yet, we'll pick a format that doesn't need them.
Do you guarantee sales?
No. I don't control your product, your traffic or your sales page. What I control is the copy, and I'll do everything in my power to make it the strongest part of your funnel.
Can you write the emails and ads too?
Yes.
How do I get started?
Click the button above or email me. Send your product, your sales page and your traffic source.

P.S. Your traffic is already costing you money. The only question is how much of it you want back.