As we Go-to-Market Go-to-Millions, we’ll need to deploy all types of content.
I’m a sucker for the UGC ad to landing page advertorial to landing page product focus funnel.
The journey looks like this:
1️⃣. AD
2️⃣. LANDING PAGE #1 (A WRITTEN PIECE THAT FEELS LIKE HALF ARTICLE / HALF ADVERTISEMENT AKA AN ADVERTORIAL). This is what I’ll spend today focusing on
3️⃣. LANDING PAGE #2 (A PROPER LANDING PAGE THAT IS 100% FOCUSED ON THE PRODUCT, THE SPECS, NO ARTICLE VIBES – JUST VALUE PROPS, PROOF, AND THE DETAILS WITH AN OFFER THAT IS TOO GOOD TO PASSUP)
4️⃣. PURCHASE
First the person in the UGC ad is telling you on camera to buy the product, then upon click, they’re telling you in writing, then upon click, you shop the exact product they have just sold you via spoken AND written word.
For today, LET’S DIAGRAM THIS ADVERTORIAL LANDING PAGE OUT. Pretend I’m selling you a pair of designer sunglasses…
WE’D WRITE THE ADVERTORIAL LIKE THIS (AKA LANDING PAGE #1):
TITLE: “I would have paid more:”
SUBTITLE: “A love letter to the $895 Jacques Marie Mage sunglasses that have me craving ATX summers.”
BY LINE: “By, Ari Murray” [WITH PHOTO]
ABOUT THE AUTHOR: “Ari is born and raised in Austin, TX (a city in which she’s spent 28.3 summers). By day, she works as a Vice President at a marketing agency, where she launches high-growth celebrity brands. By 5pm, she’s sick of working from home and will go anywhere or do anything so long as she can bring her new sunnies.”
^ I’m actually from LA. I’ve actually spent only 1.3 summers in Austin, but that’s not what is going to sell these sunglasses! So, we adjust. Because we’re marketers and because this adjustment helps our story so it’s very much allowed. ♀️
CONTENT:
(200 words setting up the problem and the punchline):
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[WITH PHOTO OF AUTHOR LOOKING TIRED AND FUGLY IN A PAIR OF SUNGLASSES THAT AREN’T THE ONES WE’RE SELLING]
[HOOK] “If you live in a city with HOT summers like me….”
[SET UP THE PROBLEM, USING PAST TENSE] 2 sentences.
[PATTERN INTERRUPT] “Notice I said USED to. Past tense.”
[INTRO THE PRODUCT] And, note that they’re under the radar, but with glowing reviews. “These sunglasses had to be too good to be true. Was I an early adopter (for once?) I had to find out for myself.”
[*SPOILER ALERT] “*SPOILER ALERT: Buying the not-yet-viral Jacques Marie Mage sunglasses was the best decision I made this year. They’re my secret weapon, but considering I already took the plunge (I’m wearing them right now, as I sit inside… in my room to write this to you because I’m all about COST PER WEAR), allow me to convince you to join the revolution. Jacques Marie Mage is the answer to your summer blues.”
[WITH PHOTO OF AUTHOR CHIC AND HAPPY IN THE BELOVED SUNGLASSES WE’RE SELLING]
LISTICLE:
LIST OUT 5 REASONS WHY THEY NEED THE PRODUCT WE’RE SELLING – each of these is a value prop of the product, put into the context of the story that the author has already set up: “Here’s why:”
[1.]
TITLE: “You’ll save money”
BACKUP: 2 sentences explaining quality over quantity, that this is the last pair of sunglasses you’ll ever buy.
[PRODUCT FLAT LAY OF THE SUNGLASSES IN ONE COLORWAY]
[2.]
TITLE: “Say goodbye to that generic, “trending” accessory of the season”
BACKUP: 2 sentences explaining how they keep you cool (temperature wise and style wise).
[LIFESTYLE PHOTO OF SOMEONE CHIC DOING SOMETHING SUMMERY WHILE WEARING THE SUNGLASSES – BONUS POINTS FOR SOMEONE FAMOUS
[3.]
TITLE: “Of the moment, but timeless”
BACKUP: 2 sentences explaining the artistry of the designer, Jacques Marie Mage.
[HIGH-FASHION PHOTO OF JACQUES MARIE MAGE / DOESN’T NEED TO BE OF THE EXACT SUNGLASSES CAN BE OF A DIFFERENT PAIR OR FROM VOGUE OR FROM WHEREVER THE PRODUCT HAS BEEN CAPTURED – THE MORE FAMOUS THE PERSON WEARING THEM OR THE VENUE THE BETTER]
[4.]
TITLE: “Forever refreshing in an unrelenting, 100° F summer”
BACKUP: 2 sentences explaining why it’s important to invest in fewer, but better accessories that make even workout clothes feel special. Sunglasses that encourage action (because you need to leave the house to wear them… unless you’re planning on wearing them inside at your laptop like the author).
[PICTURE OF AUTHOR SMILING, OUT ON THE LAKE WEARING THE SUNGLASSES]
[5.]
TITLE: “Limited batch produced, and when these sunglasses, they’re gone forever”
BACKUP: 2 sentences explaining exclusivity of the brand and urgency of the purchase. Linking them to Landing Page #2 where we have the product AND a special offer waiting for them – FOR A LIMITED TIME.
Reminder, the flow is this:
1️⃣. AD
2️⃣. LANDING PAGE #1 (what we focused on today)
3️⃣. LANDING PAGE #2 (A PROPER LANDING PAGE THAT IS 100% FOCUSED ON THE PRODUCT, THE SPECS, NO ARTICLE VIBES – JUST VALUE PROPS, PROOF, AND THE DETAILS WITH AN OFFER THAT IS TOO GOOD TO PASSUP)
4️⃣. PURCHASE
