Write sponsored content that ACTUALLY converts for your advertisers

Want to know the biggest reason sponsor placements fail? You're writing them in someone else's voice.

Think about it: When your sponsor copy suddenly shifts to 'marketing speak,' your readers notice. 

Their attention drops. They scroll past

Your readers subscribed to your newsletter for your voice, your insights, and your perspective. The moment your sponsor copy loses that voice, you lose their attention.

Your standard sponsor section shouldn't read like it was copy-pasted from the brand's website.

It should sound like your authentic voice.

The easiest way to accomplish this? Request to write the copy yourself. 

Most sponsors are happy to let you test your version against theirs. After all, you know your audience best, and they're more likely to engage when the sponsor spot feels like a natural part of the conversation.

If you typically write with humor, keep it light. If you're data-driven, lean into the numbers.

This also gives you the opportunity to craft the placement specifically for your audience. 

Don't just list features. Think about how they solve your readers' specific problems. 

If you write for financial advisors, don't just say that your SaaS partner "saves time." Say that they "automate reporting so you can spend more time on high-value client meetings."

And it’s not just about what you write, it’s about where you write it. 

For maximum impact, try and incorporate sponsors as natively within the newsletter as possible.

Yes, having a dedicated "Sponsored By" section is standard practice. 

But here's a pro tip: Include an organic mention somewhere else in your newsletter where it naturally fits the conversation. 

When the product or service genuinely solves a problem you're discussing, a contextual mention can dramatically boost conversion.

Don't force it – wait for moments where mentioning the sponsor genuinely adds value to your content.

Your readers can tell when you actually believe in what you're promoting, so the key is authenticity. Write a sponsored copy like you're telling a friend about a solution you personally believe in. 

Because ultimately, that's exactly what you should be doing.

See you next week,

Craig

P.S. Writing great sponsor copy only matters if you have sponsors to write for. That's why we built Wellput – to keep your premium inventory filled with quality sponsors. 

Want to stop leaving money on the table with unfilled inventory? 👉Try Wellput today.