Advertorial Copy Summary
The copy that you are about to read on this page is what the prospect reads after they click on the facebook ad.
The primary goal of an advertorial is to pre-sale or “warm-up” the prospect for the sales page that contains the product or the sales letter that pitches the product.
In this case, this advertorial is written to pre-sale the prospect on a VSL (Video Sales Letter). The copy in this advertorial is written in the form of a story that the prospect can relate to.
As the prospect reads through the story in the advertorial, each element along the way is strategically placed to put the prospect in a state of mind that gets them excited to watch the VSL on the next page and inspires them to believe that the contents of this video has the solution to their painful problem that keeps them up at night.
Click the button below to view the PDF of the full advertorial landing page
Also, scroll down for the full analysis of the copy on this landing page...
Advertorial Headline Analysis
The pre-headline that's highlighted in red is strategically placed to call out the ideal prospect so they know that what they are about to read is written specifically for them.
"I Was Lucky To Get 4 Hours Of Sleep"
This part of the headline agitates the pain of the prospect. They can most certainly relate to not being able to get 4 hours of sleep, so this puts the prospect in a state of mind that reminds them of how frustrating and annoying their problem really is.
"30 Days Ago"
This implies to the prospect that the main character “used” to struggle with their problem 30 days ago but now they no longer experience the pain.
This indirectly makes a big promise to the prospect and implies that if they can somehow do whatever the narrator did to solve their problem then they can get the same results. On top of that, “30 days ago” gives the prospect an idea of when they should expect to see results if they do the same thing.
"Until I Tried This Little-Known NASA Technique"
This part of the headline is effective for 2 reasons:
First, “little-known” induces curiosity within the prospect because it implies that whatever the narrator did to solve their problem is something they most likely never heard of before which makes them curious to know more.
This element is essential when it comes to constructing great headlines because the curiosity factor is what will create an open loop in the prospects mind that they have to close by reading the rest of the copy. This results in the prospect continuing on to read the first line of copy in the lead.
Second, “NASA technique” leverages credibility by stating to the prospect that the technique they used to get their result came from NASA and not just some average ordinary source.
Anyone who doesn’t live under a rock knows that NASA has some of the most intelligent minds on earth in their facilities. So if the prospect knows that this technique came from NASA, they will have a stronger sense of trust and believability that this technique will actually work.
Anyone who specializes in any form of sales knows that prospects are always skeptical. So without strong trust and believability, your ideal prospect will never feel comfortable with pulling out their credit card to purchase your product because they won’t believe that your product will deliver the promises that you are making.
Keep scrolling for full breakdown of the lead copy
Advertorial Lead Analysis
Lead Analysis Summary
To kickstart the copy, I start it off in the middle of the action and the most tense part of the story. This is key for immediately hooking the audience into any story.
I set the stage by painting the picture of the narrators problem which is exactly what the prospect is dealing with.
The narrator IS the prospect essentially, so whatever the person telling the story is going through, the prospect that is reading the copy will relate.
I doubled down on driving home the painful emotions that the prospect is feeling when they face their problem which is frustration, annoyance, and hopelessness.
It would suck to have to deal with a loud and constant ringing sound in your ears while you are trying to go to sleep wouldn’t it?
Body Copy Analysis Part 1
Body Copy Part 1 Summary
This part of the story creates a nice cliffhanger that kickstarts the pivotal moment of the narrators journey.
When the prospect reads "Then One Day...Everything Changed", he/she has to continue reading in order to find out what happened to the narrator that resulted in a relief from their problem.
She goes “I had came across this method in a video I found on Facebook one evening”
This is where the narrator first discovers the video from a friend. This implies that whatever this video contains solved her tinnitus problem and resulted in her finally being able to sleep again.
This is what the prospect really wants. The story now begins the process of building up excitement in the prospect to watch the video.
Again, the primary goal of the advertorial is to sell the prospect on the video, not the product. The VSL that they will watch on the next page will carry on the weight of selling the product.
She goes “It’s a secret technique that has been used by astronauts since the 1970’s, so it’s proven to work and it’s 100% natural and safe”
This part of the story teases the unique mechanism (Little-Known Nasa Technique) that was mentioned in the headline.
The key here is to reveal just enough information about the unique mechanism that helps them understand why it is effective but just little enough for them to still not fully know what the unique mechanism actually is so they remain curious.
Many copywriters make the mistake of giving too many details about the unique mechanism too soon or sometimes even reveal the actual name of the UM.
If you do this, you will “close” the open loop in the prospects mind and their sense of curiosity will vanish quicker than the flash.
This will result in them no longer having the desire to continue reading the copy and they will exit your landing page and move on with their lives.
“When we got off the phone I instantly pulled the video up and watched the ENTIRE thing until the end…”
This communicates to the prospect that this video is very important and they should watch the entire video until the end.
If you can get the prospect in the mood to watch the entire VSL before they even land on the sales page, then you’re golden.
This maximizes your chance of getting the most conversions because more prospects will see the entire sales message before they click off the page.
Body Copy Analysis Part 2
“When I was watching the video I was a little bit skeptical. I had failed so much with all the other crap out there…”
This piece of copy serves the purpose of breaking down the prospects skepticism.
The prospect can relate to the storyteller when they say that they were skeptical because 9 times out of 10, the prospect is just as skeptical as the main character because they have tried many existing solutions and failed just like them.
This briefly explains how the unique mechanism works and how it actually functions. This gives the prospect a better understanding on how this technique actually solves their problem and this develops a renewed faith in the prospect.
The explanation of the unique mechanism should make the prospect think something like “Oh, maybe that’s why all the other stuff didn’t work. This is what I actually needed all along”.
If the prospect feels that way towards the unique mechanism that you are teasing, they will believe that it will work for them which will most likely result in a conversion.
If you were convinced that a solution could certainly solve one of your problems, wouldn’t you want to try it?
I added an extra layer of credibility here.
Now the prospect knows that this method came from NASA and someone who specializes in tinnitus has developed a solution for them that they actually can get access too.
This makes the prospect trust the solution even more.
"And 62,000 tinnitus sufferers have already used this method successfully to mute their ringing and restore their sleep…"
This adds in social proof by stating how 62,000 people who are just like the prospect have already tried this solution and succeeded in achieving their desired result.
This should make the prospect think “If 62,000 people have already succeeded, why can’t I?”
Close Copy Analysis
Close Copy Summary
The beginning of the closing portion of the copy calls out the prospect again to remind them that this video is made specifically for them.
This increases their desire to want to watch it until the very end.
Also, the last line of the call to action adds urgency to make the prospect act fast before they lose their opportunity to get access to the solution.
This section concludes the facebook funnel sample.
I added the VSL to the offer below if you would like to see it. I did not write the copy to the VSL, this offer is hosted on Clickbank.
If you would like to see my ability to write persuasive video ad scripts and emails, click the button below the VSL to head over to my YouTube Funnel Sample!
Here is the VSL for the offer:
Click The Button Below To View My YouTube Funnel Sample!
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Email: jeremiah@bradleymedia.co