5 Types of Content — Seth Lonborg

Content Type 01

Why This Dandruff Shampoo Ad Outperforms Every "Educational" Hook

How Flakes turned a boring "did you know" educational idea into a high-performing ad by stitching together a skeptical reaction hook, a personal problem, a founder story, an ingredient comparison, and proof all in one tight, flowing script.

Stop creating new formats. Start combining existing ones.

Lead With tension, not information.

Flow helps create intrigue

Content Type 02

The 3-Second Rule: Make Your Product Obvious Before You Pitch

This viral post of the Brickell's LEGO sorter opens with a visual that sells the product before a single feature is mentioned. Here we've got a simple breakdown of how showing the transformation first, and saving the explanation for later, makes a simple product feel obvious and exciting.

Show the value before you explain it.

Find the deeper benefit and demonstrate it...show don't tell.

Have some mystery but put the “oh, I get it” moment early.

Content Type 03

How this expensive water filter ad gets folks to raise their hands

Rorra doesn't sell their fancy water filter by doing the usual ads, they this old school direct response tactic first. In this one, I do a breakdown of how to pre-qualify buyers by letting them discover the problem on their own before the product ever shows up.

Open with the negative impact, not the product. The gross pipe makes the problem feel real before Rorra says anything about filtration.

Make the viewer wonder, “Does this affect me?” The ad turns a general water-quality issue into something personal.

Let the product arrive as the answer. By the time the filter appears, the viewer already understands why it matters.

👁️

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Content Type 04

The "You Can't Unknow This" Angle (The best way to sell Toilet Paper)

Here we've got a podcast-style ad that turns an everyday product no one thinks about into something the viewer suddenly can't ignore. I breakdown how to make a routine purchase feel urgent by exposing a hidden downside the customer has been overlooking.

[ Key takeaway #1 ]

[ Key takeaway #2 ]

[ Key takeaway #3 ]

Content Type 05

Watch how this guy sells a cool spatula by turning the objection into a story

Last but certainly not least... the objection video. This one will help you immediately stand out.

Most retargeting ads suck. This one doesn't. Think of the #1 reason why people don't buy from you and address that head-on. That's the secret sauce.

Use the objection as the hook. Start with the doubt people already have, then build the video around proving it wrong.

Tie every feature to a real use case. The demo works because each detail solves a specific kitchen problem.

Make the proof visual. The more people can see the product working, the less you have to defend it with copy.

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5 Types of Content 6- and 7-Figure Brands Keep Repeating that Print $$$

Why This Dandruff Shampoo Ad Outperforms Every "Educational" Hook

The 3-Second Rule: Make Your Product Obvious Before You Pitch

How this expensive water filter ad gets folks to raise their hands

Yo...Want to see how 6 and 7-figure brands build a full content strategy in 15 minutes?

The "You Can't Unknow This" Angle (The best way to sell Toilet Paper)

Watch how this guy sells a cool spatula by turning the objection into a story

You've seen 5 sales boosting content types.
But what would happen if I handed you proven sales content every month?

Join Stories to Launch before it goes away for good.
Waitlisters gets first access before the
doors close for 200+ days

5 Types of Content 6- and 7-Figure Brands Keep Repeating that Print $$$

Why This Dandruff Shampoo Ad Outperforms Every "Educational" Hook

The 3-Second Rule: Make Your Product Obvious Before You Pitch

How this expensive water filter ad gets folks to raise their hands

Yo...Want to see how 6 and 7-figure brands build a full content strategy in 15 minutes?

The "You Can't Unknow This" Angle (The best way to sell Toilet Paper)

Watch how this guy sells a cool spatula by turning the objection into a story

You've seen 5 sales boosting content types.But what would happen if I handed you proven sales content every month?

Join Stories to Launch before it goes away for good.Waitlisters gets first access before the doors close for 200+ days

You've seen 5 sales boosting content types.
But what would happen if I handed you proven sales content every month?

Join Stories to Launch before it goes away for good.
Waitlisters gets first access before the
doors close for 200+ days