# Advertorial Playbook — Sleep + Recovery

## The format

A long-form (1,500-2,500 word) editorial article that READS like a personal essay or health-magazine deep-dive, NOT like an ad. The product appears mid-way as the writer's solution, not the pitch.

## Structure (proven from advertorial.html)

1. **Hook** (150 words) — "I spent three weeks reading sleep studies. Here's what nobody tells you about magnesium." Personal voice, intrigue.
2. **Problem framing** (300 words) — The sleep aid landscape: melatonin pills (dependency), Mg tablets (chalky, bloating). 60% quit within weeks.
3. **The science** (400 words) — Why magnesium for sleep. The four pathways. What the clinical research says.
4. **Discovery** (200 words) — "So when I came across SETU's Sleep + Recovery..." First mention of brand, ~40% into the article.
5. **Why it works** (500 words) — Three forms of Mg. 3g Glycine. L-Theanine. Tart Cherry. Each with mechanism.
6. **Compliance** (200 words) — "The supplement that works is the one you take every night. Compliance is everything." Drink format vs pills.
7. **8-week timeline** (300 words) — Week 1, 2, 4, 8. Realistic expectations.
8. **Price/risk** (200 words) — ₹47/night. 60-day MBG. Compared to ₹5 melatonin or ₹120 sleep pills.
9. **Soft CTA** (100 words) — "Try a pack" with link. No high-pressure.

## Voice rules

- **First-person**: "I spent three weeks..." — writer speaks
- **Honest about pricing**: Don't hide the cost, frame it ("isn't the cheapest")
- **Honest about limits**: Use phrases like "subtle but real", "if you feel nothing yet, that's normal"
- **Science citations**: Real journal names + years
- **No "miracle" / "cure" language** (FSSAI/ASCI)
- **Brand mention timing**: First mention ~40% into article, not in headline

## Where it runs

- Paid placements on health/lifestyle publications (Vogue India, MissMalini, etc.)
- Organic on SETU blog (`setu.in/journal/`)
- Email sequence (Day 4 founder content drives to advertorial)
- Search ads on long-tail keywords ("magnesium for sleep India review")

## Variations to test

| Variation | Hook angle | Target ICP |
|---|---|---|
| "I quit melatonin" advertorial | Anti-melatonin refugee story | ICP 4 |
| "After 5 years of broken sleep" | Parent / perimenopause | ICP 3, 5 |
| "Why my recovery improved" | Athlete / recovery | ICP 2 |
| "The 3am wake-up" | Racing mind / perimenopause | ICP 1, 5 |
| Founder editorial | Authority + personal | All ICPs |

## Performance benchmark

- Read-through to 50% scroll depth: 25-35%
- Read-through to CTA (90%): 8-12%
- Click-through to product: 4-7%
- Conversion on landing: 1.5-3%

These are aspirational benchmarks based on published advertorial CRO benchmarks. Track and update.