Covert Salesman: How To Not Make Your Ad Look Like An Ad

Remember when I had mentioned in my previous blog, This One Word Has The Power To Transform Your Copy Overnight, that people like to buy, but nobody likes to be sold to? This really is a true statement. However, I’m going to share with you a way to make people read your copy or advertisement – without thinking it’s an advertisement.


That’s right. In the next few moments, we’re going to discuss how to make sure your ad doesn’t look like an ad, and how doing so will increase your conversions like crazy!

Learn more about the irony of buying without being sold to in the blog: This One Word Has The Power To Transform Your Copy Overnight.

How To Make An Ad That Doesn’t Look Like An Ad

When people read a magazine or a newspaper, they’re all about the stories. The last thing they’re thinking about is being sold to. And yet, you can never fail to find an ad forcefully intruding into your reading space, begging to be seen.

Now don’t get me wrong, ads are a necessary evil in print advertising. But thanks to their reputation of being over-exaggerated, I’m sure many people would agree that ads are a little obnoxious.

So what do you do?

You make your ad look like a news story!

I know, when you read it out loud, it sounds like trickery. And honestly, it kinda is…but in a good way.

You see, if you format your ad to look like a story article, you can be a lot more creative. You can pre-frame whatever your ad is selling with a relevant story that people can relate to. By the time they’ve gotten down to the CTA, they know everything they need to know about your product. All they have to do now is take action.

Learn more about how to pre-frame to potential customers in the blog: How To Determine (& Write To) Hot, Warm & Cold Traffic

Try Native Ads

What’s the best way to do this?


Advertorials are basically another name for native advertising. You can take a trending story, flesh out the pain points that your reader may be experiencing, and tailor the story to your product as the solution to the problems.

It’s really easy to write advertorials for products like weight loss supplements.

For example – One time I wrote for a client that had a weight loss supplement and wanted me to write an advertorial for them to test. So after doing some real-time research, I was able to write a news story about America’s obesity epidemic. It went a little something like this:

THIS JUST IN: 41 States Now Infected by America’s Obesity Epidemic

Today, more than 72% of American men and more than 67% of American women are either obese or overweight.
I went on to discuss how obesity is linked to cancer, diabetes and a number of coronary heart diseases. Not really sure if they tested it or not, because now that I look back, it might’ve been a little too scary. Regardless, I was able to position their product with such a backstory.

What’s awesome about native ads or advertorials is that you can write them for almost any online or media platform. You can write for platforms like:

  • Newspaper Articles
  • Magazine Articles
  • Online Articles
  • White Papers
  • Blogs

And those are just a few.

Learn the difference between blogs and articles in the blog: Blogs Versus Articles – Which Are More Effective?

Let Your Ad Be The Covert Salesman

As mentioned before, you’re going to need ads if you want to make any money in business. But when it comes to native ads, the trick is to stand out by essentially blending in. Think of your copy like a covert salesman that goes undercover as an article for a magazine or newspaper. As long as your content or message gets out there and are rewarded with sales, you’ve completed the mission!

Check out more copywriting tips and secrets at