Your prospects are incredibly skeptical, especially online. They don’t want to be sold anything. What they want is information and entertainment. So the right way to communicate with them is by giving them what they want; great music and great value for the few commercials they are forced to listen to.

And that’s why, by far, the most powerful copy structure online is the advertoria for on and off-air bits.

What’s an advertorial you ask? It is essentially a sales promotion that in and of itself contains valuable information, such as a great information product. (check this service for creating great info products for off-air products.)

Your prospects are compelled to read it, not because it offers information about a product that can solve a problem. They are compelled to read it because it contains information that can help them solve a problem.

You may have to read that last paragraph again because the difference is subtle.

Subtle, but critically important …

A blatant product promotion, raises all kinds of alarm bells in the prospects head, and sets up resistance to every word that’s being said. A skillfully executed advertorial on the other hand, because it reads like editorial in the front half, gains attention and interest much more easily. And that attention and interest is of a higher quality, and more likely to lead to a sale.

At some point, usually around the half way mark, the advertorial turns (seamlessly if done well) into a promotion, introducing the product, building desire for it, and asking for the order.

If you’d like to see some advertorials in action, I have included 3 samples that I wrote recently in this package. Powerful advertorial copy like that is not commonplace on the web, and with very few people using it, becoming proficient at creating it gives you an incredible advantage.

The September 10th activities was discussed on the Morning show today September 09, 2009.  Felix Ayuso from the Town Council texted in to remind the public that the official coronation of our New Miss San Pedro will be taking place at 9:30am at the “old football field” “Zaca Chispas” tomorrow Thursday September 10, 2009.  The general public is invited for this very special occassion.  Following the official coronation, the “Uniform Parade” will take place along the down town streets of San Pedro Town.  The Uniform Parade is being organized early to aviod the hot midday temperatures.  The activities continue on September 10, 2009 with the fishing tournament which will take place at Holiday Hotel Beach.  It promises to be an afternoon of fun with lots to eat and drink.
 
Concert promoters of the “Makano Concert” visited the morning show today.  Giovanni Marin from San Pedro Belize Express, Roberto Canul from The Stadium, and Eiden Salazar from the Reef Radio are the event organizers.  They cleared up rumours concerning the concert and re-assured the public that everything is in order for the Makano Concert. Eiden and Giovanni promissed a fun night on the 19th of September.  The Makano concert will take place at “the old football field”.  Ticket sales are only $50.00 until Saturday.  Tickets go up to $60.00 from the 13th to the 18, 2009 and gate tickets are $75.00bze. Eiden stated that the concert will be a “hype” concert full of energy and tons of dancing on stage.  The gates for Makano open from 8pm with entertainment leading up to midnight when Makano is expected on stage.  Makano will arrive on the Island on board “San Pedro Belize Express” on Friday the 18th, 2009.  Stay tuned to the Reef Radio for exact arrival time on September 18, 2009.

This is a preview of Makano in Santa Rosa, Equador, September 01, 2009.  This will give you an idea of the energy and hype to expect September 19, 2009.