Today I'm breaking down something most DTC brands completely ignore.
Advertorials.
Yeah, I know what you're thinking. "That sounds like some sketchy 2010 affiliate marketing BS."
But here's the thing - while everyone's fighting over the same tired funnel strategies, smart DTC brands are quietly using advertorials to absolutely dominate their competition.
And I'm about to show you exactly how they're doing it.
What Even Is An Advertorial?
An advertorial is content that looks and feels like a real article, but it's actually selling your product.
Think about it like this:
Regular ad: "Buy our amazing shoes!"
Advertorial: "Scientists Discover Why Your Feet Hurt (And It's Not What You Think)"
One screams "ADVERTISEMENT" and gets ignored. The other feels like valuable content that people actually want to consume.
The genius is in the disguise. People have ad blindness, but they don't have content blindness.
Why Advertorials Work So Damn Well 🧪
✅ They Bypass Ad Resistance
Your brain has a built-in spam filter for obvious ads. But when something looks like editorial content? That filter turns off.
You start reading because you're curious, not because you're being sold to.
✅ They Tell A Story
Instead of listing features and benefits, advertorials weave your product into a narrative that people care about.
"Local Mom Discovers Simple Trick To Never Feel Foot Pain Again" hits different than "Ergonomic Shoes With Arch Support."
✅ They Build Authority
When your product appears in what looks like legitimate editorial content, it automatically becomes more credible.
It's the difference between a recommendation from a friend vs a sales pitch from a stranger.
The Anatomy of a Killer Advertorial
Hook That Grabs Attention
Start with something that makes people go "wait, what?"
Examples:
"The FDA Just Banned This Popular Supplement (Here's What To Use Instead)"
"Why Doctors Are Telling Patients To Stop Using This Common Skincare Ingredient"
"The Simple Morning Habit That's Reversing Years of Joint Damage"
The Pattern Interrupt
Early in your advertorial, you need to challenge what people think they know.
"Everyone thinks foot pain comes from bad shoes. But Harvard researchers just discovered the real culprit - and it's something 90% of people do wrong every single day."
This creates cognitive dissonance. They HAVE to keep reading to resolve it.
Social Proof That Doesn't Feel Like Marketing
Instead of "10,000 happy customers," try: "Within weeks, the local Facebook groups were buzzing with success stories..."
It feels organic, not manufactured.
The Reveal (Your Product Introduction)
Don't just say "then I found this product." Build up to it:
"After months of research, Sarah stumbled across a small company in Oregon that had developed something completely different..."
Make the discovery feel accidental and authentic.
Advanced Advertorial Strategies
Multiple Perspectives
Don't just tell one story. Weave in multiple voices:
The skeptical scientist who became a believer
The desperate mom who found the solution
The expert who explains why it works
Objection Handling Through Story
Instead of listing objections and answers, address them narratively:
"'This sounds too good to be true,' Sarah thought. She'd been burned by miracle cures before. But when she dug into the research..."
Future Pacing
Help readers imagine their life after using your product:
"Six months later, Sarah barely remembers what chronic pain felt like. She's hiking again, playing with her kids, sleeping through the night..."
Platform-Specific Tactics
Facebook/Meta Advertorials
Use native-looking creative (screenshot of article, simple text overlay)
Lead with curiosity, not product claims
Use "Learn More" instead of "Shop Now" as CTA
Google Ads Advertorials
Target problem-aware keywords ("how to fix foot pain")
Create dedicated advertorial landing pages
Use editorial-style domains (healthtoday.com vs buyourshoes.com)
Email Advertorials
Send from personal name, not brand
Subject lines that feel like news ("This might interest you...")
Softer transition to product mention
The Biggest Advertorial Mistakes
❌ Weak Hook
Starting with "Are you tired of..." is lazy. Start with something that creates genuine curiosity.
❌ No Emotional Investment
If readers don't care about the character in your story, they won't care about the solution.
❌ Rushing To The Pitch
Take time to build the story. The best advertorials make you forget you're reading marketing content.
When To Use Advertorials
Advertorials work best for:
→ Complex products that need explanation
→ Skeptical audiences who resist direct selling
→ Saturated markets where everyone sounds the same
→ Products with strong origin stories or founder narratives
→ Health/wellness/beauty where education matters
They don't work well for:
Simple commodity products
Impulse purchases
Audiences already familiar with your brand
Your Advertorial Action Plan
Ready to test this? Here's how to start:
Pick one product that has a compelling story behind it
Identify the character - who discovered/created/benefited from it?
Craft the hook - what surprising angle will grab attention?
Write the story - problem, discovery, transformation
Test on one platform - don't go broad until you nail the format
Start simple. One story, one platform, one product.
Once you see how differently people respond to advertorials vs regular ads, you'll understand why the smartest DTC brands guard this strategy so closely.
What stories could you tell about your product? Hit reply and let me know what narrative angles you're considering. The best advertorials always start with authentic stories.
Talk soon, Ryan
P.S. The brands crushing it with advertorials aren't the ones with the best products. They're the ones with the best stories. Food for thought.
