“Japanese Secret” ecomm advertorial offer (big on Native + Meta)

We just did a breakdown on this advertorial-driven Direct Response ecomm product, targeting foot pain.

How do they go from a $29.99 front end offer… 

…and generate a $211 cart value?

This massive AOV boost is thanks to their 5-step upsell funnel, which you’ll discover inside this week’s Funnel of the Week breakdown, available right now inside the Funnel of the Week Members Area:

Go here to see the full upsell funnel inside the Members Area…

But for right now let’s take a look at some of the biggest takeaways from one of their top landers on Meta right now…

Takeaway #1: Cultural Intrigue & Positioning: The Power of "East Meets West"

What They Did:

The headline sets the tone with the phrase: "Why German Doctors Are Raving About This Japanese Foot Discovery." 

This immediately captures attention by combining the mysticism and ancient credibility of Japanese wisdom with the perceived high-quality engineering and scientific rigor of German technology. 

The result? 

Instant intrigue and trust.

Why It Works:

U.S. audiences have a fascination with Japanese culture, often associating it with tradition, ancient practices, and wisdom. 

Similarly, “German engineering” is synonymous with reliability and premium quality. By combining these two cultural stereotypes, the advertorial creates an irresistible hook that positions the product as both innovative and trustworthy.

Takeaway:

Try and build in this type of cultural mix from the product ideation level onwards, to build perceived value & intrigue.

Consider how cultural narratives can elevate your product. Pair the exotic (to your target market) with the familiar to create a compelling blend of intrigue and credibility. 

Examples:

• “Inspired by Scandinavian simplicity, built with Silicon Valley precision.”

• “Rooted in Ayurvedic traditions, enhanced by modern biochemistry.”

Takeaway #2: The Discovery Story Framework: Hooking Readers With a "Hidden Solution"

What They Did

The story focuses on the “discovery” of a Japanese secret, suggesting this solution has been overlooked by modern science and is now being validated by German doctors. 

This taps into a classic narrative where an obscure but effective method is uncovered and shared with the world.

Why It Works

Humans are naturally drawn to stories, especially those with an element of exclusivity or discovery. Framing the product as a long-lost or newly uncovered solution instantly positions it as something special and worth paying attention to.

Takeaway

Use the "discovery" framework to position your product. Highlight how it solves a problem in a unique way—preferably with a touch of mystery or exclusivity. For instance:

• "This hidden Icelandic skincare secret is now available worldwide."

• "After 20 years of research, scientists have finally unlocked the key to [specific benefit]."

Takeaway #3: Third-Party Validation: Trust Through Endorsements

What They Did

The page incorporates multiple levels of validation:

• Experts: Mentions of endorsements from German biomechanical experts and physiotherapists.

• Medical Research: Examples of documented improvement on subjects’ health & symptoms:

• Real People: Testimonials and photos from satisfied customers.

Why It Works

Social proof is a cornerstone of direct response marketing. By layering validation from professionals (credibility), ordinary users (relatability), and visual demonstrations (tangibility), the advertorial covers all bases to convince skeptical readers.

Takeaway

Incorporate third-party validation wherever possible. Use endorsements from experts, testimonials from relatable users, and tangible proof (e.g., data or visuals). The more diverse and credible your proof, the harder it is for readers to doubt your claims.

Takeaway #4: Visual Demonstrations: Show, Don’t Tell

What They Did

The page features clear, compelling visuals that demonstrate the product's benefits:

• Before-and-After Alignment Images: These instantly show how Akusoli insoles correct posture, with a visual side-by-side comparison.

• Comparison of Cushioning: A zoomed-in image contrasts the cushioning in Akusoli insoles versus standard options.

• Bonus “Infomercial-style” GIF - Like a great Billy Mays infomercial, this “us vs. them” cushioning comparison GIF hits home hard!

Why It Works

Visuals communicate benefits faster and more effectively than text. They also make abstract claims (e.g., “corrects alignment”) concrete and believable. By showing the difference, the page bypasses skepticism and lets the reader “see for themselves.”

Takeaway

Always incorporate visual demonstrations in your ads or landing pages. Whether it’s before-and-after shots, diagrams, or videos, showing the transformation builds trust and makes your claims more persuasive.

Takeaway #5: Urgency Calls-to-Action: Driving Immediate Action

What They Did

You’ll see how the advertorial bookends with urgency appeals both early and late.

Starting at the top of the page

And right before the last CTA:

Why It Works

Leverage FOMO (fear of missing out), and give your prospect a compelling reason to act NOW, and not later.

Takeaway

Create a sense of urgency in your campaigns, but make it feel genuine. Use time-limited discounts, low stock warnings, or event-driven offers. 

Putting It All Together: Your Action Plan

Here's how to use each of these strategies in your own offers:

• Create Cultural Intrigue: Build trust by highlighting your product's authentic heritage or expertise. Whether it's French skincare knowledge or Italian craftsmanship, make your unique background part of your story

• Share the Discovery Story: Focus on your breakthrough moment. Did you develop a better manufacturing process? Find an innovative ingredient combination? Use this as your hook to capture attention

• Build Credible Proof: Combine customer reviews with expert opinions and real data. Look for opportunities to add authority voices - especially recognized leaders in your field

• Show Clear Results: Invest in strong visuals that demonstrate your product's impact. Focus on clear before/after comparisons and transformation shots that instantly prove your value

• Add Real Urgency: Connect your "buy now" message to authentic timing factors like seasonal relevance or limited production runs. Make sure your urgency feels genuine and meaningful

Take a look at your best-performing landing page and strengthen each of these elements - we'd love to hear which one moves the needle most for you!

Want to see how they leverage this high-converting advertorial into a $211 cart value off a $29 front end? 

We break down their entire 5-step upsell funnel inside the Funnel of the Week Members Area

More on What’s Inside Funnel of the Week Members Area

Funnel of the Week has been live just one month now, and if you haven’t logged in for a bit, here’s what you’ve been missing:

We continue to stack full funnel breakdowns each and every week inside the Members Area:

We’ve got: 

• ecomm funnels

• VSL funnels

• Info Products funnels

• (and more)

…And we add a new funnel breakdown & swipes each week.

So if you have a funnel you want us to break down?

(Including all the landing pages, order bumps, upsells, downsells, email/sms followup & more…)

Just let us know and we’ll add it to our Funnel of the Week “next up” list. 

We’ll go through the funnel, document all the funnel steps, email/sms followups, etc. as we become a real customer (we don’t ask for refunds), and document the whole process so you have it at your fingertips.

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The big idea of Funnel of the Week is this:

We break down a new DTC funnel (including ads, front end offer, upsells, post-purchase emails/sms/etc.), each and every week.

Here’s a quick Google doc walking through what we at Funnel of the Week has got in store for you, each and every week:

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That’s all for today.

Have a great week!

The Funnel of the Week Team

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