Open HiRelief's ad account and count the products.

There's a cream for nerve pain. A cream for bad knees. One for swollen legs, one for back pain, one for muscle cramps, another for elbows, another for sciatica. Each has its own headline, its own story, and its own landing page.

Then you look at the jar. It's the same jar every time. One magnesium cream, sold through seven different doors.

That would be a gimmick if it didn't work. But HiRelief had roughly 180 ads live on Meta the day we recorded (99% of the 296 ads Atria logged over 30 days were video), plus a native operation running across Taboola, Outbrain and NewsBreak. The audience is older, in pain, and has tried everything. And the funnel is built so carefully around that person that a cream turns into a ritual, a method, and a doctor's recommendation before anyone mentions a price.

We just broke down HiRelief's entire funnel inside the Funnel of the Week Members Area. The full walkthrough video, every ad angle, the 39 minute VSL, and a post purchase sequence that turns a $39 order into something much bigger.

Pull HiRelief's headlines out of Atria and it reads like a fill in the blank form. "My Relief From Nerve Pain" sits on 2,483 ads in the last 180 days. "My Relief From Knee Pain" sits on 1,070. Then back pain, muscle cramps, elbow pain, swollen legs, and newer tests for sciatica and migraines.

The ad copy follows the same skeleton. "Nerve Pain? I Went From Choking Down Pills Just to Be Able to Fall Asleep... To Walking, Standing, and Playing With My Grandchildren Again." Swap the noun and you get "Knee Pain? I went from wincing up the stairs..." or "Swollen Legs? I went from constantly feeling heaviness and pressure in my legs..."

And every noun gets its own page. There's a swollen legs listicle, a back pain listicle, a joint pain listicle, a separate knee VSL. Eugene Schwartz taught that you channel a desire that already exists instead of creating one. HiRelief channels it one pain at a time, with one product behind every door.

Why it works: someone in pain isn't thinking about magnesium cream. They're thinking about the thing that hurts. Name it in the first three words and the right person stops scrolling.

A lot of HiRelief's best ads run four or five minutes. That sounds like a mistake on a feed built for scrolling. It isn't, because the ad isn't trying to sell the cream. It's trying to sell one click.

The best example opens with a doctor reacting to someone else's video: "Exercises for nerve pain? Probably more nonsense." He stops the clip halfway ("Nope, this is where I'm stopping the video"), explains why standing exercises worry him for people prone to falls, then turns to hope. A story from volunteer relief work in Sri Lanka. The line that nerves can regrow "up to an inch every month." A mineral that half of Americans don't get enough of.

He never says what the product is. The video ends on a link.

The other trick is naming. The ads don't push a cream, they push "the Mineral Touch Method." A friend "messaged me and said, you need to try this thing called the mineral touch method." Someone who's tried ten creams will scroll past an eleventh. A method they've never heard of is a different story.

The click lands on a page with a headline, a play button, and almost nothing else. "Renowned Doctor Dave E. David: Do This One Simple Thing To Get Relief From Nerve Pain At Home." No product. No price. Just a 39 minute video.

What's clever is the order of who says what. The doctor handles the science: why magnesium pills barely absorb, why injections aren't practical, why the skin is a "third option." Then he goes after low quality supplements on big online marketplaces and says he went looking for "a small, independent company" instead. The brand shows up as the honest little guy he discovered.

He does mention the money. The cream's "real" price is $118, and he says he fought for a first time buyer deal. Then he steps back: "I'm a doctor. I'm not a sales rep." A customer takes over and walks you through the actual offer. Authority explains, a peer sells.

The education also sells the bundle before you see it. The body "burns through magnesium," one month "won't be enough," replenishing takes months. By the time the three pricing boxes appear, the six jar option already feels like the responsible choice.

Join Funnel of the Week for the full VSL breakdown, the offer page, and the exact handoff from doctor to customer.

Almost every HiRelief ad runs through one page, and it isn't called HiRelief. It's called Hannah Specter, listed as a "Personal blog" with 6.4K followers.

Scroll its posts and you won't find a jar. You'll find short stories: "There was an older man at the bowling alley yesterday afternoon wearing shoes that looked at least twenty years older than everyone else's." An older woman at the farmers market. An older man at the library. Every post we saw is labelled AI content, and not one of them sells anything.

So when an ad from that page shows up in the feed of someone with burning feet, it comes from a warm, familiar sounding person who writes about people like her. Not from a supplement brand. The page is doing trust work before the ad even loads.

Sort HiRelief's ads by longest running and the top row is six versions of the same opening line: "So a customer just returned her order..."

She said the cream burned her skin. They checked her order and it "wasn't actually Total Relief cream. It was a knockoff." The ad ends with them shipping her the real thing, and a discount link for you.

Look at how much one minute handles. The "I've tried creams and they didn't work" objection. Every cheaper lookalike. And the brand's image, which comes out as the company that fixes things for customers. The same account runs "Three reasons why I regret buying Total Relief" (every reason is a benefit) and "Unfortunately, I will be returning my jar" (because she paid full price before the sale).

Negative frames stop the scroll because nobody expects a brand to start with a complaint. HiRelief starts with one, then flips it.

Join funnel of the Week for the full VSL breakdown, the offer page, and the exact handoff from doctor to customer.

Almost every HiRelief ad runs through one page, and it isn't called HiRelief. It's called Hannah Specter, listed as a "Personal blog" with 6.4K followers.

Scroll its posts and you won't find a jar. You'll find short stories: "There was an older man at the bowling alley yesterday afternoon wearing shoes that looked at least twenty years older than everyone else's." An older woman at the farmers market. An older man at the library. Every post we saw is labelled AI content, and not one of them sells anything.

So when an ad from that page shows up in the feed of someone with burning feet, it comes from a warm, familiar sounding person who writes about people like her. Not from a supplement brand. The page is doing trust work before the ad even loads.

Sort HiRelief's ads by longest running and the top row is six versions of the same opening line: "So a customer just returned her order..."

She said the cream burned her skin. They checked her order and it "wasn't actually Total Relief cream. It was a knockoff." The ad ends with them shipping her the real thing, and a discount link for you.

Look at how much one minute handles. The "I've tried creams and they didn't work" objection. Every cheaper lookalike. And the brand's image, which comes out as the company that fixes things for customers. The same account runs "Three reasons why I regret buying Total Relief" (every reason is a benefit) and "Unfortunately, I will be returning my jar" (because she paid full price before the sale).

Negative frames stop the scroll because nobody expects a brand to start with a complaint. HiRelief starts with one, then flips it.

Run this many pages and this many tests and the details start to drift. HiRelief's homepage says 4.9 stars from 1,000+ reviews. Its biggest sales page says "Based on 90,000+ Reviews." The VSL page says 2,206. The checkout we went through said 57,000 happy customers, while the rest of the funnel says 90,000.

The product spec drifts too. One page says "We use 20% magnesium." A listicle says 8% nano magnesium chloride.

And there's a story problem. The VSL says you won't find the cream "in stores or on any other websites," and the longest running ad warns about knockoffs from Amazon. Search Amazon for HiRelief and the top result is a Total Relief magnesium cream with 3.8 stars from 1.6K reviews, and one of the seller names in that search, Luxury Confidence, also appears on HiRelief's own thank you page. Whoever sells it, a skeptical buyer only needs one search to find it.

None of this breaks the funnel today. But every mismatch is a small crack in the trust the rest of the funnel works so hard to build, and the fix costs almost nothing.

HiRelief didn't build seven products. It built one product and seven ways of being found.

Every piece of the funnel is aimed at a specific person in a specific kind of pain: the headline names the ache, the video sells a method instead of a cream, a doctor explains and a customer sells, and a friendly page carries the ads. If you sell one hero product, the question isn't whether you need more products. It's how many doors you've built to the one you have.

And the front end is only half of it. What happens in the minutes after someone pays is the most aggressive part of this funnel, and it's where HiRelief really makes its money. We mapped every step of it inside the members breakdown.

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Funnel of the Week Team