How This Ad Turns Doubters Into Customers

From the first frame, this ad did everything great.

Hooked my attention, made me curious, and tackled the biggest hesitations people might have about mushroom coffee without feeling like a traditional ad you see on social media.

In this newsletter, we’ll break down every element of this winning ad and show you how to apply the same strategies to your own creative.

Watch the ad here: How This Ad Turns Doubters Into Customers

“Okay, let's be real. Who is really drinking mushrooms?”

Goal: Grab attention with something unusual, pouring water into a glass full of mushrooms.

This makes people stop and wonder what’s happening. The voiceover also points out the skepticism many people might feel.

Why It Works: Our brains naturally focus on unusual things, especially when they go against what we know (like coffee being made from beans, not mushrooms).

Combining a surprising visual with a relatable thought keeps people watching.

Quick Win for Your Ads: Start your ad with a surprising visual that makes people pause. Then, immediately acknowledge what they’re thinking to create an instant connection.

If you’re spending over $10,000 a month on Meta ads for your e-commerce or SaaS business, we’re here to help you optimize your ad performance and scale your ads profitably. Apply to work with us here.

“I was expecting at least a hint of chalky mushroom taste, or for it to not really taste like coffee, but I was so, so wrong.”

Goal: Address the biggest concern (taste) while showing the product in action.

Viewers see the coffee being made and tasted, making the reaction feel real. Admitting low expectations at first makes the excitement more believable.

Why It Works: Watching someone go from doubtful to impressed makes the reaction feel genuine. This moment flips the viewer’s expectations.

The surprise makes people more likely to trust the claim and imagine the taste themselves.

Quick Win for Your Ads: If people doubt your product, don’t just tell them it works, show them.

“They even add collagen protein that makes your hair, skin, and joints 20 times healthier. And they throw in L-theanine so you can sleep like a queen.”

Goal: Stack unexpected benefits to make the product feel like a total upgrade from regular coffee.

Instead of just being an energy booster, mushroom coffee now sounds like a health, beauty, and wellness hack all in one.

Why It Works: People don’t expect coffee to improve their skin or help them sleep.

Since collagen helps with beauty and L-theanine promotes relaxation, knowing this coffee has both makes it feel like an easy way to be healthier.

Quick Win for Your Ads: If your product has extra benefits, present them as bonuses rather than the main focus.

This makes customers feel like they’re getting more value, making it easier to say yes.

Looking for a creative partner to scale your business with performance-driven ads? Apply to work with us here. Our clients include brands like For Wellness, Frido, Scribe, and others. We’ve likely worked with businesses in your niche.