Sponsor blocks don’t need to feel like ads. Keep them short, helpful, and human. One benefit. One button. No fluff.
Right now, link your sponsor block straight to the merchant or affiliate link. When the single “Today’s Sponsor” page inside Letterman ships, you can point your block to that stable URL and update the page weekly.
Where to place it
-
Near the top if it’s timely (new menu, weekend pass).
-
Middle if it’s an everyday offer (classic discount, new-client promo).
-
End if it pairs with a related article (events, fitness, beauty tips).
How to write it
-
Lead with the benefit, not the brand.
-
One sentence with a real-life outcome.
-
One clear CTA. That’s it.
Example #1 Coffee Shop
Block copy:
Today’s Sponsor" Blue Finch Coffee
Skip the line tomorrow. Order ahead, grab a warm croissant, and be out in two minutes. Order for morning pickup →
Why it works: It solves a morning problem. No marketing buzzwords.
Good placements: Above a “Weekend Events” blurb or beside a commuter tip.
Optional sweetener: “Show your [Publication] email and get a free flavor shot.”
Example #2 Salon
Block copy:
Today’s Sponsor: Willow & Pine Salon
New-client special this week only. Cut + style in under an hour. Walk out with hair that behaves. Grab the new-client spot →
Why it works: Clear who it’s for and what happens in one visit.
Good placements: Near a date-night guide or “Top Things To Do” list.
Optional sweetener: Add a code like “CITYHAIR10” for trackable bookings.
Example #3 Local Gym
Block copy:
Today’s Sponsor: Parkside Fitness
Try the gym without the awkward tour. Three-day pass. Show up, lift, leave happy. Get your free pass →
Why it works: Removes friction (the tour) and sets a simple next step.
Good placements: Beside a “Best trails” or “Healthy eats” article.
Optional sweetener: “Bring a friend free” code for referrals.
Tiny checklist before you ship
-
Is the benefit first?
-
Is the CTA crystal clear?
-
Does the link go straight to the right page?
-
Did you pick a spot that matches the topic nearby?
Troubleshooting
-
Low clicks? Tighten the first sentence. Make it about the reader’s win.
-
People bounce? Link to a page that loads fast and shows the exact offer.
-
Hard to track? Use a short code (“CITYHAIR10”) or a unique link.
When the single page is live
Keep your block copy the same. Point it to your one “Today’s Sponsor” page. Update that page weekly (headline, image, blurb, button). Your newsletter links never change, so nothing breaks.
Bottom line
Short, useful, human. Put the reader’s win first. One button. Place it where the story fits—and ship.
