Advertorial · story

Named persona, 'sound familiar?' checklist, none of it is your fault, the fix.

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the playbook · brain/playbooks/advertorial.md

Playbook · Advertorial (research or story)

Use for: cold social traffic, story ads, "why women are ditching X" angles. The house standard: irmi Magnesium research + Ellen story. Voice: direct-response (04). Researcher byline narrates. Length 1,800–2,500 words.

Research version ("Nutritional Researcher: Why Women Are Ditching…")

#	Section	Job	Image slot
1	Header	Researcher-led headline + the swap + spec line in brackets; rating line (only if real); byline + date	—
2	Opening	"If you are tired of…" the reader's real pile-up; why the multi-bottle / cheap-form approach fails; what researchers point to instead	Lifestyle
3	The turn	"Here is why thousands are retiring their…"	—
4	Points 1–5	Each: benefit headline · everyday problem · mechanism + analogy · named ingredient's role · review with age · button + offer line	One per point
5	Mid offer block	After point 3: "Limited Restock Offer", timer, button, guarantee	Product
6	Last point = the product	Dose, form, how to take, testing, guarantee	Product in life
7	Review wall + FAQ + closing offer	—	Avatars

Story version ("I Had Five Bottles On My Counter…")

#	Section	Job	Image slot
1	Header	The persona's quote as the headline + the swap; "Sponsored Feature" label if the brand uses one; byline; read time	—
2	Her story	Named persona (age, job, city, family), her day in sensory detail, her words in quotes	Realistic person
3	Sound familiar?	"How many of these happened to you this week?" 6–7 lines; "If you counted three or more…"	—
4	The pile-up	Each problem patched separately, then the bottles, the cost	Lifestyle
5	None of it is your fault	The hidden cause + analogy (phone battery)	Mechanism illustration
6	Numbered points	The story continues ("turn the bottle over"); cheap form vs better form; co-factors; each with a review	Infographic / product
7	Her result	What changed for her, in her words, within honest limits	Realistic person
8	Offer block → FAQ → review wall → closing offer	—	Product

Variants: research vs story; persona age/situation per audience; spec line on/off. Watch-outs: the persona is a composite unless the brand has a real story; every benefit stays structure/function.

● LAP Lab · view-only demo