Health and Wellness Advertiser

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In this Insiders-Only special report, you will discover the secret sauce of one of the
highest-spending online advertisers in the world.
They’re the #1 advertiser in the health & wellness market & spend millions every month, testing
to see what converts best.
The company’s name is Golden Hippo Media and they have at least a dozen 7-9 figure brands.
After uncovering over 20 of their high-traffic sites, I used research tools & my own findings to
compile hundreds of their native ads.
I then went through them all, looking for specific patterns & formulas.
What you’re about to discover in this report are the 8 copy themes & 8 image themes that they
use to create most all of their native ads. 99% of the ads I’ve seen can be tied back to at least
one of these themes.
For each theme, I describe why it works and how to use it, with specific examples.
By the end of this report, in a matter of minutes, you’ll feel 10x more confident in your ability to
create high-converting native ads, just like Golden Hippo Media.
Once you know the themes at play, it becomes so much easier to come up with different ad
variations.
And keep in mind, these principles can be applied to much more than native ads.
For instance, using these themes in subject lines & banner ads are just as powerful.
Enjoy & let me know if you have any of your own insights or questions!
- Mike Schauer
Swiped.co Insiders Special Report

THEME INDEX
The 8 Native Ad Copy Themes
1. The One Thing (6 Types)

a. The Real Cause Of Your Problem
b. The #1 Thing
c. The Worst Thing
d. Do This One Thing To Get This Desired Result
e. More Use Of “This” (Without Action)
f. The One Secret
2. Three Things
3. Expert Credibility
4. How To
5. Do You Have This Problem?
6. Targeting An Age Bracket
7. A Warning
8. A Shocking or Disturbing Revelation
The 8 Native Ad Image Themes
1. Strange Application (“What Are They Doing & Why?”)

2. Expert Photos (“Who Is That?”)
3. An Unknown Weird Item (“What Is That?”)
4. An Unsightly Problem
5. Surprising Action Photos (“How Are They Doing That?”)
6. Weird Combo
7. Sad Animals
8. Normal Photos That Don’t Seem Problematic

NATIVE AD COPY THEMES .
Native Ad Copy Theme #1: The One Thing (6 Types)
The theme of all themes. It’s hard to top the power of one.
Everyone wants to know, “what’s the one thing I can do to solve this problem or get this
benefit?”
They don’t want two, three or four things.
Just one granddaddy, push-button solution that does the job with ease.
We’re all looking for that single best solution that makes everything else obsolete.
And because we find the concept of finding “one thing” so alluring, it only makes sense that it’s
a common theme in high-converting copy.
With that said, below are six types of “one thing” headlines that reel you in & make you
wonder, “what is this all-important thing that they’re talking about?”
Type #1: The Real Cause Of Your Problem
“It’s not about building better mousetraps. I t is, however, about building larger mice, and then
building terrifying fear of them in your customers. In other words, it is about helping to shape
the largest and strongest market possible, and then intensifying that market’s reaction to its
basic need or problem, and to the ‘exclusive’ solution you have to offer it.” - Eugene Schwartz
Defining a new cause to an old problem is essential in competitive markets.
For instance, Dr. Gundry of Golden Hippo Media, spread the idea that lectins are the overlooked
cause of weight issues.

By shifting everyone’s attention to a new cause, he created demand for a unique solution to
counteract it. And since he brought the cause to light, he automatically positioned himself as
the #1 expert to solve it.
With that in mind, below are examples of headlines that imply there’s a particular explanation
for your problem, that you may not have discovered yet.
● The Root Of All Your Stomach Problems

● Top Cardiologist: “This is Why You Have Less Energy After 50”
● The Real Source of Your Fatigue
● Doctor's Discovery: "Virtually Every Age Related Issue Was Linked To This"
● Have You Reached A Weight-Loss Plateau? (Here's Why)
Type #2: The #1 Thing
As I mentioned earlier, everyone wants one cure-all solution. As a part of that, people also want
that one solution to be the #1 option. Otherwise, you feel like you’re wasting your time &
missing out on something better.
Below are a few headlines that use the #1 theme. However, most of Golden Hippo’s headlines
focus on singularity without using “#1”. Keep in mind, when you say #1, you’re implying that
there are other options, but when the focus is just on one thing, we tend not to think about
alternatives.
● US Obesity Doctor Reveals the No.1 Worst Carb You’re Eating

● Can’t Poop? Top Surgeon Shares #1 Technique To Wash Out Your Insides
● This Toxic Vegetable is The No. 1 Danger In Your Diet
Type #3: The Worst Thing
Moving away from pain is always more motivating than moving towards pleasure, which is why
you’re more likely to see pain avoidance copy than the latter. Talking about “the worst thing” is
one way to help people steer away from pain. Variations of this include the use of “mistakes”,
“killers”, & anything warning people to avoid something.
● Top US Vet Reveals: The Worst Dog Food You Can Buy
● Top US Vet Reveals: The Most Dangerous Thing You’re Giving Your Dog
● The One Vegetable You Should Never Eat

Type #4: Do This One Thing To Get This Desired Result
This is their most popular “one thing” headline. They instruct you to try or do “this” one thing in
order to get a particular result. Oftentimes, they’ll include the frequency as well (i.e. do this
once a day, every morning, everyday).
● How To Improve Aging Skin (Do This Every Day)

● Doctor Says Don’t Cover Up Your Dark Spots (Try This Instead)
● Over 47? Try This To Firm Your Skin
● Thinning Hair? Apply This On Your Hair and Watch What Happens
● Veterinarian: Add This One Thing To Your Dog’s Food To Make Them Healthier
● Add This One Thing To Your Dog’s Food To Make Them Healthier
● How To Fix Your Fatigue (Do This Everyday)
● Top Doctor: “Receive a Wave Of Energy From Doing One Simple Thing”
● 1 Spice With Fat-Burning Power (Eat This Today)
● Actress: Eating This Every Morning Changed My Life
● Wipe Out Deep Fat By Doing This Every Morning
● Feeling Old? Do This Once A Day And Watch What Happens
● Bathroom Issues? Do This Once A Day
Type #5: More Use Of “This” (Without Action)
These are more examples using the concept of “this” to describe the one thing. The difference
with these headlines is that they don’t imply that you act on “this”.
● Doctor Warns: Carbs Are Likely Not The Problem (This is)
● U.S. Cardiologist: Think Twice Before You Eat This
● This Simple Skin Fix May Surprise You
● This is What A Single Diet Soda Drink Does
● This Simple Fix Is Completely Transforming Bad Skin
Type #6: The One Secret
This is their least popular type of “one thing” headline. However, secrets have always been an
effective theme in copywriting. To make a secret feel more unique, name it (i.e. The “Fiber
Secret” to…).

● The “Fiber Secret” To Smoother Digestion
● Actress Boils Weight Loss Down To One Secret
Native Ad Copy Theme #2: Three Things
After the concept of one thing, the most powerful number in advertising is “3”.
Think about it: we grew up with stories like The Three Little Pigs, The Three Musketeers, Three
Stooges, Goldilocks & The Three Bears, Three Blind Mice, Three Wise Men & concepts like
ABC-123. The father, the son & the holy spirit. Blood, sweat & tears. The good, the bad, and the
ugly.
There is magical sense of “completion” in the number three and you’ll find it over & over again
in the best copy. Here are some examples below. Note how every single one of these is rooted
in pain avoidance.
● 3 Food To Remove From Your Fridge Forever

● 3 Popular Foods that Should Come with a Warning Label
● 3 Bad Breakfast Foods
● 3 Signs You May Have A Fatty Liver
● 3 Ways Your Cat Asks For Help
● 3 Signs And Symptoms That Your Dog Is In Pain
● 3 Foods To Never Eat In The Morning
● 3 Foods Draining Your Energy
● 3 Energy-Killing Foods
● 3 Fatigue-Causing Foods - Never Eat These 3 Foods
● 3 Weight-Loss Myths We All Believe (But Shouldn’t)
● 3 Natural Plant Extracts That Clean Out Deep Fat
Native Ad Copy Theme #3: Expert Credibility
Golden Hippo loves to describe their guru in the beginning of headlines because it makes what
comes after it seem more credible. Of course, this works well for them because their experts
are either doctors or celebrities. However, there are examples of less prestigious labels such as
“U.S. Skin Expert Urges” & “Diet Expert Tells All”.

● The U.S. Vet Reveals The Shocking Truth About Pet Food Industry
● Top US Vet Reveals: The Most Dangerous Thing You’re Giving Your Dog
● Top Surgeon Shares #1 Technique To Wash Out Your Insides
● U.S. Cardiologist: It’s Like A Power Wash For Your Insides
● U.S. Cardiologist: 4 Foods To Stop Eating If You Exercise
● U.S. Cardiologist: Think Twice Before You Eat This
● U.S. Cardiologist Reveals Why People Struggle To Lose Weight
● U.S. Cardiologist: “Over 50? It’s Time to Focus On Your Energy”
● Top Cardiologist: Fatigue In Americans Over 50 Worse Than Ever
● Dr. McClain brutally shuts down “Weight Loss Guru’s” claims
● Top Doctor: “Receive a Wave Of Energy From Doing One Simple Thing”
● Top Surgeon: How To Properly Flush Out Your Bowels
● Doctor Says Don’t Cover Up Your Dark Spots (Try This Instead)
● Doctor Reveals The Secrets To Having Good Skin
● U.S. Skin Expert Urges: Throw Out Your Moisturizer (Here’s Why)
● Doctor’s New Discovery Makes Foot Calluses “Vanish”
● Beverly Hills Surgeon: How To Get Rid of Deep Wrinkles Without Surgery
● Plastic Surgeon Reveals: “You Can Fill In Wrinkles At Home” (Here’s How)
● Plastic Surgeon Reveals Cause of Sagging Skin
● Plastic Surgeon Reveals The Surprising Cause of Sagging Skin
● Award-Winning Dermatologist: “It’s The Best Thinning Hair Fix No One’s Talking About”
● Hollywood Actress Tells All: "I Hope My Story Will Help Other Women"
● Diet Expert Tells All: “It’s Like Super Fuel For Your Gut Lining”
Native Ad Copy Theme #4: How To
A classic native headline formula that never seems to grow old. The power of this headline is
what comes after the “how to”. Once again, notice how every headline is rooted in pain
avoidance.
● How To Fix Your Fatigue (Does This Everyday)

● How To Fix Your Fatigue & Get More Energy
● How To: Remove Dark Spots And Uneven Skin Tone
● How To Reduce Liver Spots & Uneven Skin Tones

● How To Flush Belly Bloat
● How To: Fix Crepey Skin
● How To: Avoid Crepey Skin
● How To: Lift Saggy Skin
● How To: Lift Sagging Skin
● How To: Visibly Reduce Aging Skin
● How To Improve Aging Skin (Do This Every Day)
● How To: Remove Dark Spots
● How To Fix Cracked Feet
● Top Surgeon: How To Properly Flush Out Your Bowels
● Beverly Hills Surgeon: How To Get Rid of Deep Wrinkles Without Surgery
Native Ad Copy Theme #5: Do You Have This Problem?
Another approach that never grows old. Since every sale starts with a problem, it makes sense
to ask your prospect if they have a particular problem first. With a headline like this, you’re
guaranteed to attract the attention of people that are interested in your solution.
● Can’t Poop? Top Surgeon Shares #1 Technique To Wash Out Your Insides
● Bathroom Issues? Do This Once A Day
● Feeling Old? Do This Once A Day And Watch What Happens
● Thinning Hair? Apply This On Your Hair and Watch What Happens
● If You Have Thinning Hair, Watch This Now
Native Ad Copy Theme #6: Targeting An Age Bracket
Another approach to attract a specific type of person. This works really well for offers that are
meant for a middle-aged or senior audience.
● Women Over 50 Have Finally Discovered To Stay Young…

● Over 47? Try This To Firm Your Skin
● U.S. Cardiologist: “Over 50? It’s Time to Focus On Your Energy”
● Top Cardiologist: Fatigue In Americans Over 50 Worse Than Ever
Native Ad Copy Theme #7: A Warning

A warning is powerful because it implies that there is a serious matter that needs to be taken
care of quickly. Otherwise, there will be consequences. It also feels newsworthy & relevant.
● U.S. Cardiologist Warns: Throw Out Your Probiotics Now
● 3 Popular Foods that Should Come with a Warning Label
● Warning Signs Of Bad Digestion Health After Using Mouthwash
Native Ad Copy Theme #8: A Shocking or Disturbing Revelation
This is another newsworthy type of headline. Of all the copy themes, this one is the most
dramatic. It makes you feel like the information they have to share is brand new & changes
everything.
● Doctor Reveals "Body Bugs" Living Beneath Patient's Skin

● The U.S. Vet Reveals The Shocking Truth About Pet Food Industry
● Plastic Surgeon Reveals The Surprising Cause of Sagging Skin
NATIVE AD IMAGE THEMES .

Native Ad Image Theme #1: Strange Application (“What Are They
Doing & Why?”)
This theme goes perfectly with a Do This One Thing To Get This Desired Result headline. These
photos all depict some sort of strange application or technique. They rarely have anything to do
with the solution itself & are simply used to get your attention & have you think “what are they
doing & why?”.

Native Ad Image Theme #2: Expert Photos (“Who Is That?”)
Expert photos are used almost exclusively for headlines that start with an expert theme (i.e.
Top US Vet Reveals, Hollywood Actress Tells All, Top Cardiologist). These photos could be of the
expert on TV, on the red carpet, in an interview or just smiling with a white coat on. I’ve found a
popular one to be where the expert is doing something (i.e. Dr. Gundry drawing on a window,
the Beverly Hills surgeon pointing to his forehead).

Native Ad Image Theme #3: An Unknown Weird Item (“What Is
That?”)
You’ve undoubtedly seen these before. Weird food images have been working in the health &
wellness market for years. These go really well with the “three things” & “one thing” headline.
The idea is for the reader to relate the problem or benefit in the headline to the unknown
object.
Often, like in their other headlines, these are accompanied by pain avoidance copy and the
strange food or object is framed as the culprit.
By the way, two images that have performed exceptionally well are the third one in with the
yellow background. Those strange-looking spiky objects are actually sea cucumbers and usually
accompanied by a “3 foods” headline.
The second image that I’ve seen a ton is the second to last one in the fifth row, where a hand is
holding what look to be 3 silicon implants. This is for a Beverly Hills MD wrinkle cream.

Native Ad Image Theme #4: An Unsightly Problem
Below are all cringe-worthy images that focus on a problem. Examples include thinning hair,
crepey skin, bad acne, cracked feet and dark spots. Of course, the best headline for these
eadline). The
images usually hint at solving a problem (i.e. the “Do You Have This Problem?” h
idea is to find nasty looking photos that depict how bad the problem can get.

Native Ad Image Theme #5: Surprising Action Photos (“How Are They
Doing That?”)
These are photos that show someone doing something impressive or unexpected. It makes you
want to learn about the story behind it and what their secrets are. These don’t have to be
photos of senior citizens. However, these are for an Energy Renew s upplement targeted
towards an older crowd. Fitting headlines for these images would be ones like “Top
Cardiologist: This is Why You Have Less Energy After 50” & “Top Doctor: Receive a Wave Of
Energy From Doing One Simple Thing”.

Native Ad Image Theme #6: Weird Combo
Unlike the “Unknown Weird Item” image, these are images that have a strange combination,
often with known items. For instance, the first photo below with boiling bananas is a huge
winner for them. Same with the boiling lemons below it. Then there’s the eggplant just resting
on the stove. All three of these foods are recognizable, but are being treated strangely. Who
boils bananas or cooks eggplant by putting it directly to a stove flame, with a fork? Other weird
combos include people feeding their dogs with a spoon or having them eat a banana directly.
Overall, the essence of these & so many other winning native photos is that they’re weird.
Native Ad Image Theme #7: Sad Animals
Golden Hippo has an entire line of dog & cat food that they advertise heavily. From analyzing
dozens of their ads, I realized a major theme: 90% of the photos depict a sad-looking dog or cat.

These are often accompanied with a headline like this “3 Ways Your Cat Asks For Help” or “3
Signs And Symptoms That Your Dog Is In Pain”. People have a soft spot for their pets & don’t
want them to be suffer. These ads play on those emotions.
Native Ad Image Theme #8: Normal Photos That Don’t Seem

Problematic
Lastly, these are images that looks perfectly normal, yet the headline says otherwise. These
would be accompanied by a headline like “U.S. Cardiologist: Think Twice Before You Eat This” or
“3 Foods Draining Your Energy”. The idea is for you to be concerned about an item you thought
was safe or healthy, compelling you to click through & find out why it’s not.

--
This completes the 8 copy themes & 8 image themes from the #1 health & wellness advertiser
online, Golden Hippo Media. Hope this was helpful for you! Any questions or comments you
have, let me know at mike@swiped.co.
Talk soon,
Mike Schauer

Health and Wellness Advertiser

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Swiped.co Insiders Special Report

The 8 Native Ad Copy Themes

1. The One Thing (6 Types)

The 8 Native Ad Image Themes

1. Strange Application (​“What Are They Doing & Why?”​)

Swiped.co Insiders Special Report

They don’t want two, three or four things.

Type #1: The Real Cause Of Your Problem

Defining a new cause to an old problem is essential in competitive markets.

Swiped.co Insiders Special Report

● The Root Of All Your Stomach Problems

Type #2: The #1 Thing

● US Obesity Doctor Reveals the No.1 Worst Carb You’re Eating

Type #3: The Worst Thing

Swiped.co Insiders Special Report

● How To Improve Aging Skin (Do This Every Day)

Type #5: More Use Of “This” (Without Action)

Type #6: The One Secret

Swiped.co Insiders Special Report

Native Ad Copy Theme #2: Three Things

● 3 Food To Remove From Your Fridge Forever

Native Ad Copy Theme #3: Expert Credibility

Swiped.co Insiders Special Report

Native Ad Copy Theme #4: How To

● How To Fix Your Fatigue (Does This Everyday)

Swiped.co Insiders Special Report

Native Ad Copy Theme #5: Do You Have This Problem?

Native Ad Copy Theme #6: Targeting An Age Bracket

● Women Over 50 Have Finally Discovered To Stay Young…

Native Ad Copy Theme #7: A Warning

Swiped.co Insiders Special Report

Native Ad Copy Theme #8: A Shocking or Disturbing Revelation

● Doctor Reveals "Body Bugs" Living Beneath Patient's Skin

NATIVE AD IMAGE THEMES​​ .

Swiped.co Insiders Special Report

Swiped.co Insiders Special Report

Swiped.co Insiders Special Report

Swiped.co Insiders Special Report

Swiped.co Insiders Special Report

Native Ad Image Theme #7: Sad Animals

Swiped.co Insiders Special Report

Native Ad Image Theme #8: Normal Photos That Don’t Seem

Swiped.co Insiders Special Report

Swiped.co Insiders Special Report

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1. Strange Application (“What Are They Doing & Why?”)

NATIVE AD IMAGE THEMES .