This is how to sell health products without medical claims (real examples inside)

What's up, Marketers! This is Aazar.

This newsletter is about leveling up your paid ads skills by analyzing the best brands' creative strategy.

This newsletter is divided into:

• Sharing what I've learned

• Sometimes sharing some other performance marketers’ lessons with you

• And I analyze & compare the best ads on the internet (this issue)

Quick update if you’re looking for real creative diversity to make more winning ads post Andromeda

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My agency outperformed all other agencies with the following hack:

• More volume

• More diversity

• More ownership

• More thoughtful iterations

• Going over and beyond in delivering the creative

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Book a call here 

It was my 30th birthday.

I was so looking forward to spending time with my friends. We went to play squash and I came back with a back pain.

Turns out, I had a back injury. And since then, my back hasn't been the same.

Part of it is because I don't sleep well. Part of it is just the reality of being 30+. You know, all those problems that suddenly show up once you hit this age.

Anyway, Facebook somehow figured out I'm dealing with back pain.

And that's when The Pillow Home started showing up in my feed.

Their ads got all my attention.

Not because they were flashy. Not because they threw wild discounts at me.

But because they knew exactly what someone like me needed to hear. They understood the problem. They showed real solutions. And they made it feel like an obvious choice.

So I did what I always do when ads catch my attention. I went deep into their ad account to see what's actually working.

Here's what I found.

Note : Gmail might clip this post, so you can read the entire newsletter on the web here.

Ad #1: The "Problem & Agitation" VSL

This ad doesn't sell you a pillow in the first 30 seconds. It teaches you why you're in pain.

It's like watching a chiropractor explain your exact problem. And this ad has been running for more than a year.

Why it works:

• Problem diagnosis first, solution second. People with back pain know something's wrong but don't know why. This ad gives them the answer, then offers the fix.

• The word "viral" signals social proof.

• Educational means credible. The clinical breakdown builds authority without credentials.

• Faceless keeps focus on the problem, not a person trying to convince you.

• Free returns remove friction.

The psychology behind this:

• Problem awareness ladder: Moving people from "I have back pain" to "My pillow is causing my back pain" in 60 seconds. Once you identify the enemy, the solution becomes obvious.

• Authority through education: The breakdown mirrors how a healthcare professional would explain it, building instant trust.

Secret:My seven-figure spending accounts create more of these videos and identify winners to scale the entire account within a month.

Ad #2: The "Doctor’s Authority" Play

This guy is wearing a doctor's coat and a stethoscope. 

I’ll guarantee this guy is NOT a doctor😂

Plus, the video starts selfie-style with red text screaming "Sleep is Ruining your life" across the screen, which stops the scroll immediately.

But it doesn't matter. The coat and stethoscope are doing the heavy lifting.

Why it works:

• Fear-based hook. "Sleep is ruining your life" with red overlay stops the scroll immediately.

• Doctor's  costume means instant authority.

• He eliminates all alternatives. Every position is wrong until you have the right pillow. This removes any other solution from consideration.

• Casual, conversational delivery. The "fat kid's basketball" line keeps it entertaining, not preachy.

• Scarcity at the end.

The psychology behind this:

• Visual authority signals: The white coat and stethoscope bypass logical scrutiny. Our brains associate these symbols with medical expertise.

• Negative framing: By showing what's wrong with every option, the ad makes the ergonomic pillow the only logical choice. Elimination beats comparison.

Ad #3: The "I Bought This to Prove You Wrong" Reverse Psychology

She bought the pillow to mock everyone using it. Thought people were sleeping without a pillowcase on it, which grossed her out. 

Then she discovers it comes with a special case, tries it, and admits it actually works.

Why it works:

• Reverse psychology hook. Starting with "I bought this to make fun of you" instantly disarms skepticism. If even the skeptic likes it, it must be good.

• Relatable objections upfront. The pillowcase concern feels real, not scripted.

• Pillow snob credibility. She's tried everything and spent thousands. Her endorsement carries weight.

• Casual, unpolished delivery. Rambling, personal details (coffin sleeper, Sam's pillows), natural speech pattern. Feels like a friend recommending something, not an ad.

The psychology behind this:

• Reluctant testimonial effect: When someone admits they were wrong or didn't want to like something, their endorsement becomes more believable.

• Pain point validation: "Pillow connoisseur" who's spent thousands trying to fix back problems creates instant kinship with anyone struggling with the same issue.

Thanks to our partners who support this newsletter.

Ad #4: The "Warning About Fakes" Trust Builder

"Please be careful with these viral neck pillows. There's a ton of fakes going around that end up hurting you more than helping you."

That hook is incredible.

He positions himself as protecting you, not selling to you.

Why it works:

• Warning hook flips the script. He's not selling, he's protecting. Instantly builds trust.

• Real vs fake demonstration. The snap-back test gives viewers a tangible way to verify quality. It's actionable, not just claims.

• Problem education. Explains that shoulder crushing causes neck/back pain. Connects dots people didn't know were related.

• Scarcity with the holiday sale. Creates urgency without being pushy.

The psychology behind this:

• Protective framing: Warning about fakes positions him as an ally, not a seller. People trust those who protect them from scams more than those trying to sell them something.

Ad #5: The "Before/After Pet Comparison"

Important: This ad has been running for 6 months straight.

Why it works:

• Visual contrast does all the work. Stressed cat vs peaceful cat tells the entire story without explanation.

• Pets trigger emotion instantly. The cuteness principle makes you stop scrolling and feel something.

• Simple math. Three cheap pillows a year vs one good pillow. The value proposition is obvious.

• "Sleeping like royalty" aspirational payoff. Not just solving a problem, upgrading your life.

The psychology behind this:

• Emotional mirroring: We see ourselves in the frustrated cat (the struggle) and want to be the peaceful cat (the solution). Pets amplify emotional connection.

• Loss aversion + gain framing: Highlights what you're wasting (money on cheap pillows) while showing what you gain (royalty-level sleep). The contrast makes the decision feel urgent.

Ad #6: The "VSL Breakdown" Classic

This is a textbook VSL. And it's very well done.

Starts with the pain: side sleepers waking up sore. Then breaks down why.

Why it works:

• Problem-first structure. Spends most of the ad explaining why you're in pain, not pitching the product.

• Visual demonstration. Shows exactly where the pressure happens and why muscles get tired.

• Connected pain points. Links shoulder → neck → back → headaches. Makes you realize it's all one problem.

• Authority without credentials. "Used to help people" suggests professional experience without claiming to be a doctor.

• Family social proof. Not just selling it, his own family uses it.

• Price anchor + discount. $60 to $30 makes the decision feel obvious.

The psychology behind this:

• Educational authority: Teaching why the problem exists builds trust faster than listing product features. By the time the pitch comes, you've already diagnosed yourself.

• Pain amplification: Connecting multiple pain points (shoulder, neck, back, headaches) makes the problem feel bigger and more urgent to solve.

Ad #7: The "Pregnancy Pain Angle" Niche Targeting

"If you're pregnant and waking up with shoulder pain, numb arms, or pounding headaches, it's not just part of the process."

Hyper-specific targeting. Pregnant women only.

Why it works:

• Hyper-specific targeting. Calls out pregnant women immediately, making the right audience feel seen.

• Pain validation first. "It's not your fault" and "you don't have to accept this" creates instant emotional connection.

• Medical explanation builds authority. Ligaments loosening, center of gravity shifting, static compression. Sounds credible without claiming to be medical advice.

• Visual metaphor lands. "Like doing a plank in your sleep" makes an abstract concept instantly relatable.

• Emotional close. "You've done everything right" speaks to the guilt and effort pregnant women feel. Permission to prioritize rest.

• Smart niche expansion. Pregnant women buy a lot during pregnancy. This opens a high-intent, high-spending segment.

The psychology behind this:

• Identity-based targeting: Pregnancy is a temporary but intense identity. Women in this phase actively seek solutions and are willing to invest in comfort and health.

• Permission marketing: The ad gives permission to prioritize rest without guilt, which resonates deeply with an audience conditioned to sacrifice comfort.

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Ad #8: The "Raw Emotional Story" Testimonial

This ad is in landscape format. Unusual for social media (these days), but it works.

It's a raw, vulnerable story about chronic neck pain becoming someone's shadow. It is NOT a sales pitch. And based on pure emotion.

Why it works:

• Pure storytelling, zero pitch. The first 80% is just her pain story. The product barely gets mentioned until the end.

• Emotional depth creates connection. Dropping to one knee instead of picking up her brother. That hits hard.

• Validates invisible pain. "Doctor said scans were fine" speaks to everyone whose pain has been dismissed.

• Transformation feels earned. Because we lived through her struggle, the relief feels real and powerful.

• Landscape format stands out. Different aspect ratio breaks the pattern on vertical-dominant feeds.

The psychology behind this:

• Narrative transportation: When you're emotionally absorbed in someone's story, you're less skeptical of the solution. You want them to find relief, so you trust what worked for them.

• Pain validation: For chronic pain sufferers whose experience has been minimized, seeing someone express what they feel creates instant trust and identification.

Ad #9: The "Secret Trick" Curiosity Hook

Why it works:

• Age-specific targeting. "Over 50" filters for the exact audience most likely to have chronic neck pain.

• Curiosity gap. "Only few know this trick" promises insider knowledge. You have to click to find out.

• Visual simplicity. Red-to-green transition is instantly understood.

The psychology behind this:

• Information gap theory: Creating a gap between what people know and what they want to know drives clicks. "Only few know" implies you're missing out on something important.

Ad #10: The "Japanese Wisdom" Authority Play

Why it works:

• Cultural authority. Japanese health practices carry weight. People associate Japan with longevity and wellness wisdom.

• New angle: sleep apnea. Shifts from neck pain to breathing issues. Opens a different segment of buyers with a more serious health concern.

• Vintage aesthetic builds trust. The retro medical illustration style feels less "salesy."

The psychology behind this:

• Authority by association: Borrowing credibility from Japanese culture transfers trust to the product without needing medical credentials or studies.

Ad #11: The "Partner Angle" Snoring Hook

Why it works:

• Partner pain point. This isn't just about you. It's about the person losing sleep next to you. Guilt + motivation.

• Snoring opens a new market. Different problem, same solution. Expands beyond neck/back pain to breathing and relationship issues.

• "...more" is genius. That tiny word creates a clickable curiosity gap. You have to know what the trick is.

The psychology behind this:

• Social motivation: People are more likely to buy when their problem affects someone they love. You might ignore your own snoring, but seeing your partner exhausted makes you act. It shifts from "fixing me" to "helping them."

Key Takeaways from The Pillow Home's Ad Strategy

• Educate before you sell. Explain why the problem exists first. When people understand the root cause, they sell themselves.

• One product, multiple angles. Neck pain, back pain, pregnancy, snoring, sleep apnea. Same pillow, five different problems. Find every pain point your product solves.

• Authority doesn't need credentials. A doctor's coat, clinical tone, or simple "I used to help people" builds trust. Visual cues do the work.

• Go narrow, not broad. "Side sleepers over 50" beats "people with back pain." Specific hooks make the right people stop scrolling.

• Kill objections early. Address skepticism upfront. When you acknowledge concerns first, trust goes up.

• Use curiosity gaps. "Only few know this trick... more" creates clicks. Don't reveal everything in the hook.

• Emotion beats features. Stories about real struggles outperform product specs. Make people feel something.

• Remove all risk. Free returns, money back, zero risk. Make trying it a no-brainer.

• Simple visuals win. The cat comparison ad ran for 6 months. Clear before/after does the job.

• Test everything. VSL, testimonials, educational videos, image ads, landscape formats. Scale what works.

Happy Growing with Paid Social,

Aazar Shad

Since this newsletter is free, I do it to follow my curiosity. But I’d love it if you could leave some feedback so I know if I am helping you or not.