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Skillsadvertorial-writer

advertorial-writer

Marketing & growth

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Updated 10-15 20:14

About this skill

advertorial-writer

Purpose

Generate advertorial copy that looks and feels like editorial content but sells. Advertorials are the bridge between paid traffic and a sales page — the prospect clicks an ad, lands on what looks like a news article or blog post, and by the end they're ready to buy. The key tension: it must feel editorial (not salesy) while still deploying RMBC persuasion structure. Traffic source context matters — native ad platforms (Taboola, Outbrain) have different compliance and style requirements than social traffic.

Inputs

Input Required Description
product_description Yes What the product is, what it does, key features/ingredients/components
target_audience Yes Who the prospect is — demographics, pain points, desires, sophistication level
angle Yes The editorial angle — the "news peg" or story that frames the product (e.g., "new study reveals...", "local mom discovers...")
traffic_source Yes One of: native (Taboola/Outbrain), facebook, google, email, organic
key_mechanism No The product's unique mechanism (output from /mechanism-ideation)
tone No One of: news, personal_story, investigative, listicle (default: personal_story)

Execution Protocol

Step 1 — Load Framework Context

Read rmbc-context/SKILL.md to load RMBC framework definitions. Advertorials deploy RMBC through an editorial lens — the Research phase becomes "reporting," the Mechanism becomes the "discovery," and the Brief structures the narrative arc.

Step 2 — Select Advertorial Format

Based on tone input:

Format Structure Best For
News Headline → dateline → discovery → expert quotes → mechanism → product mention → CTA Health, finance, tech
Personal Story "I" narrative → problem → failed attempts → discovery → results → recommendation Weight loss, beauty, self-improvement
Investigative Question headline → industry exposé → hidden truth → mechanism → solution → CTA Supplements, skincare, finance
Listicle Number headline → tips/facts → mechanism woven in → product as #1 solution → CTA Broad audiences, social traffic

Step 3 — Write the Advertorial

Structure (all formats):

  1. Headline — Must look editorial, not like an ad. Include the angle. No price, no "buy now."
  2. Byline + Date — Author name, publication-style date. Adds credibility.
  3. Lead (100-150 words) — Open with the angle. Story, stat, or news hook. No product mention yet.
  4. Problem Section (150-200 words) — Establish the problem through the editorial lens. Use data, quotes, or story details.
  5. Failed Solutions (100-150 words) — Why conventional approaches fall short. Builds frustration.
  6. Mechanism Reveal (200-300 words) — The "discovery" — present the mechanism as news, not as a sales pitch. Use expert language, study references, analogies.
  7. Product Introduction (100-150 words) — Natural transition from mechanism to product. "One company has figured out how to..."
  8. Social Proof (150-200 words) — Testimonials framed as interviews or case studies. Editorial voice.
  9. CTA Section (100-150 words) — Soft sell. "Learn more" framing, not "Buy Now." Include link placement.

Step 4 — Compliance Check

Verify against traffic source requirements:

  • Native: No before/after claims, no income claims, disclaimer required
  • Facebook: No personal attributes ("Are you overweight?"), no exaggerated claims
  • Google: No superlatives without substantiation, landing page must match ad
  • Email/Organic: More latitude, but maintain editorial voice

Flag any lines that may trigger platform rejection.

Output Format

## Advertorial: [Headline]

**Angle:** [editorial angle]
**Format:** [news | personal_story | investigative | listicle]
**Traffic Source:** [platform]
**Word Count:** ~X,XXX

---

**[Byline]** | [Date]

[Full advertorial copy with section markers]

---

## Compliance Notes

- [Any flagged lines or platform-specific concerns]
- [Suggested disclaimer text if needed]

## A/B Test Variants

### Headline Variant A
[Original headline]

### Headline Variant B
[Alternative headline — different angle or hook type]

### Lead Variant
[Alternative opening paragraph]

Quality Criteria

  • Must read like real editorial content — if it obviously reads as an ad, it fails

  • No product mention in the first 30% of copy

  • Mechanism section must educate, not pitch

  • CTA must feel like a natural next step, not a hard close

  • Headline must work as a native ad thumbnail — curiosity-driven, not salesy

  • Social proof must be framed editorially (interviews, case studies) not as testimonial blocks

  • Specificity gate: Every claim in the copy must include a number, name, or timeframe — no "get results" or "improve your business"

  • Mechanism quantification: When referencing the mechanism, include at least one specific data point (number, timeframe, study reference)

  • Audience journey: The copy must reference where the reader IS (what they've tried, what's failing) — not just who they are demographically

  • Proof diversity: Use at least 2 different proof types (testimonial, statistical, authority, case study) — do not rely on a single proof mode

  • Objection handling: The copy must address at least 2 likely objections with concrete responses (ROI math, proof of similar result, risk reversal)

Related Skills

  • Run /mechanism-ideation to develop the mechanism "discovery"
  • Run /hook-battery for headline and angle options
  • Run /unified-research-synthesizer for audience language and data points
  • Feed advertorial traffic to landing pages built with /lander-copy
  • Validate with /rmbc-copy-audit

Attribution

Generated using RMBC framework by Stefan Georgi. Learn more: copyaccelerator.com/join