I’m not really a mainstream news type of guy (yucky), but I had a CNN article sent to me today.

(I’m also not an Alex Jones type of guy, but he is f*cking hilarious.)

So anyways, I’m reading it.

Then, at the bottom, like a lot of news sources or blogs that don’t have any real source of money, besides acquiring eyeballs and selling those eyeballs to other people…

…had a “sponsored posts” section, think Outbrain.

One of those sponsored posts was titled:

“Two Gummies Before Bed Relives Years of Arthritis and Joint Paint”

With a picture of hands holding a couple of gummies.

Then, when you click on it, there’s a blog posted titled:

“Top Doctors Now Recommend New CBD Hemp Gummies For Amazing Relief That’s 100% Guaranteed”

And, it goes on to advertise a CBD gummy product. 


It advertises is in a sense that the normal person (that’s not a copywriter) couldn’t tell the post itself is an ad.

Somebody with arthritis, or join paint would read an article on CNN, see the post, and click through.

Thinking to themself:

“Hmm, this seems legit, I might grab a bottle.”

Without realizing the entire time, they’re being advertised to.

I’ve spoken about it in the past, but this is the living definition of a trojan horse ad.

I haven’t done them yet on Outbrain, but I’ve done them on Facebook where the ad itself appears like any other post you’d see on your timeline.

We live in an era where people are increasingly resistant to traditional advertising.

It doesn’t mean direct response still doesn’t work, it just means you have to do things differently.

Particularly for cold traffic.

Now if they’ve gotten familiar with you, bought a couple of your products, you can be a bit more direct (also depending on your niche in general).


A lot of things such as knives, guns, fitness products, CBD, and beyond are banned from most traditional advertising sources.

For most of them, you can get by if you come up with a front facing angle that’s relative to the audience your seeking, and either collect an email, then direct them to what’s really the product, or change the angle after the surface level ad.

So, that’s a pretty smart idea there for that aspect alone.

Regardless, though…

I think for most advertising going forward, trojan horse ads are going to be ideal.

It’s an ad, that doesn’t seem like an ad.

If you can draw people in with a more friendly, traditional approach using story based advertising, they’re a lot more likely to actually consume what you want them to consume.

That’s kind of my entire job.

Story-driven copywriting, that is.

Creating copy that doesn’t scream sleazy, while simultaneously building a bond… and selling (can’t forget that part).

If you have an existing offer, and you’re looking to increase the revenue you’re bringing in, right now…

This link right here is calling your name.

Talk soon,


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