If you’re looking for a fresh angle for your banner or advert headline & lead, look no further than your Google news feed.
Advertorials work best when they mimic news articles.
This is classic advice. The great copywriter John Caples of Tested Advertising Methods fame exhorted us to model our headlines on the old-style Reader’s Digest article headlines.
But now all we need do is pop on any news site and look at the “most shared” articles.
When we do, we’ll quickly catch the number one reason that people read anything:
Curiosity.
But what makes people curious?
Advertorial Copy 