We secretly steal advertorial ideas from this account (and they convert like crazy)

What's up, Marketers! This is Aazar.

This newsletter is all about giving you ad ideas to find winnings and help you scale.

This newsletter includes: My learnings, insights from other performance marketers, and analysis of top internet ads (this issue).

BEST LINKS OF THE WEEK (on popular demand)

My favorite finds

• ChatGPT is starting to test ads

• How to build an offer stack that prints $10M+

• I really like this testing strategy

• Great idea for app ads

My team is going to hate me for this one (Sorry, Naushad!).

I'm about to share the account we secretly steal from when creating advertorial ads. This is our go-to when we need eye-popping visuals that actually convert at the top of funnel.

We use it for health clients, but the principles work across niches.

Here's the thing. Most brands are obsessed with immediate conversions. They skip the education step. They wonder why their top-of-funnel ads fall flat.

The account I'm sharing today does the opposite. They educate first. They use advertorial-style ads that stop the scroll, build curiosity, and get people to actually read.

And it works.

Today, I'm sharing 7 principles to create great advertorial ads for cold audiences. I'll use Health Insider ads as examples to show you exactly how these principles work in action.

Each principle is simple, actionable, and proven.

Think of this as your cheat sheet for making great advertorials and visuals that pop.

Let's get into it.

Principle #1: Show Symptoms, Not Stereotypes

What it is:

• Instead of typical before/after shots, show specific physical symptoms your audience actually experiences

• Make it uncomfortably relatable

Why it works:

• Swollen hands stop the scroll. Generic body transformations don't.

• People see themselves instantly and can't look away.

• It connects visible symptoms (swelling) to invisible problems (hormone chaos, weight stuck, zero focus)

This is perfect for TOFU because it doesn't assume they know they have a cortisol problem. It just shows them something they've noticed and makes them curious.

Click "Read More" and you land on: "Neurologist Reveals How 4 Minutes Of Vagus Nerve Stimulation Can Melt Your Cortisol Belly."

The ad educates first. The article builds trust. The product comes later.

Principle #2: Turn Shame Into Science

What it is:

• Use medical/scientific visuals to reframe the problem as educational, not judgmental

• Add authority sources (universities, studies) directly in the ad copy

• Create a curiosity gap: "Why SOME women store fat while OTHERS burn it"

Why it works:

• The medical illustration says, "This is biology, not a character flaw"

• Authority (King's College London) gives permission to take it seriously

• The curiosity gap makes people think "which one am I?" and click to find out

• Positions the solution as science-backed, not another fad diet

This works for TOFU because it removes shame and adds legitimacy. People don't feel sold to. They feel like they're about to learn something real.

Principle #3: Turn Words Into Eye-Popping Visuals

What it is:

• Take one word from your message (hydration, fasting, stress) and turn it into a striking visual

• Use unexpected angles or compositions that make people pause

• Keep it simple but make it pop

Why it works:

• The glass of water in front of her face is instantly eye-catching but still relevant

• It turns a boring topic (drinking water) into something visually interesting

• The connection between image and message is clear without being literal

• You can reuse the same article with different visuals and it feels fresh

This is smart for TOFU because the visual does half the work.

People stop scrolling before they even read the headline. Then the authority hook (King's College London) seals the deal.

Thanks to our partners who support this newsletter.

Principle #4: Borrow News Credibility

What it is:

• Frame your ad like breaking news with urgent language and specific data points

• Remove friction by telling people exactly how long it takes to engage

Why it works:

• "BREAKING" triggers urgency and makes people think they're missing out on real news

• Specific numbers feel credible (not vague promises like "lose weight fast")

• Telling them it's a 3-minute read removes the "this will take forever" objection

• The visual (eggs) is related but unexpected, not another boring supplement bottle

This ad doesn't feel like you're being sold to. It feels like you stumbled onto legitimate research you need to know about.

Principle #5: Name the Problem They Won't Say Out Loud

What it is:

• Call out embarrassing, specific health issues directly (no euphemisms)

• Use hyper-specific medical authority (MD in Urogynecology, not just "doctor")

Why it works:

• Most people won't Google "pee leaks" but they'll click an ad that calls it out

• The specificity makes the right person feel seen and understood

• Listing "TOP 5" creates curiosity (which one works best?)

• The abstract visual keeps it tasteful while staying thematically connected

• "And which one (and why) is her #1 choice" adds another curiosity layer

This works for TOFU because it speaks directly to people suffering in silence. They've been too embarrassed to search for solutions. Now the solution found them.

Principle #6: Stack Credibility Signals

What it is:

• Layer multiple trust indicators in one ad (viral label + authority + media mentions + testimonial)

• Show the product in action while building proof around it

Note: This video ad has 28 million views

Why it works:

• "VIRAL" tells people this is already popular (social proof)

• "NASA Technology" adds innovation credibility (authority by association)

• "AS SEEN ON" major publications (Forbes, NBC, Inc., Eyecare Business) removes risk

• Simple testimonial ("My glasses look brand new!") shows real results

• The visual demonstrates the product working, not just sitting there

Cold audiences need multiple reasons to trust you. 

One credibility signal is good. Four stacked together is unstoppable. 

Now, they're not just learning about a product, they're learning about something everyone else already knows about.

Principle #7: Reframe the Root Cause

What it is:

• Take a familiar problem (weight loss) and connect it to an unexpected root cause (nervous system)

• Challenge what people already think they know ("walking and clean eating help, but...")

Why it works:

• People have tried the obvious solutions and failed. You're giving them a new angle.

• "The brain has to feel safe first" reframes weight loss as a nervous system issue, not a willpower issue

• The visual taps into deep desire (the body you want) and stops the scroll by triggering subconscious aspiration, not just logic

• It removes guilt and shame by saying "it's not your fault, your nervous system is stuck"

Now, you're not competing with every other weight loss ad. You're introducing a concept they haven't considered. 

They click because they're curious about this "missing piece" they've been ignoring.

Key Takeaways: 7 Principles for Advertorial Ads That Convert

How to create advertorial ads for cold audiences:

• Show symptoms, not stereotypes. Swollen hands beat generic body shots every time. Make people see themselves.

• Turn shame into science. Use medical visuals and authority sources to make the problem feel educational, not judgmental.

• Turn words into eye-popping visuals. Take one word from your message and create a striking image around it. Boring topics don't need boring visuals.

• Borrow news credibility. Frame your ad like breaking news. Add specific numbers. Tell people how long it takes to read. Remove friction.

• Name the problem they won't say out loud. Be specific about embarrassing issues. The right person will feel seen and click.

• Stack credibility signals. Don't rely on one trust indicator. Layer viral labels, authority mentions, media logos, and testimonials in one ad.

• Reframe the root cause. Connect familiar problems to unexpected causes. Give people a fresh angle they haven't tried yet.

Educate first. Build trust. Make the product feel like the natural next step. That's how you unlock TOFU.

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Happy Growing with Paid Social,

Aazar Shad

Two ways I can help you, whenever you are ready:

• If you’re looking for different, high converting, proven ads that scale. Book a call here. I’m open to more clients for our ad creative services.

• If you’re looking to level up your creative ad strategy, check out our bootcamp recordings and resources on-demand, only for $197. Prices are going up by 30% soon. Simply pay here, I’ll send you a follow-up email immediately.