Jiya Sharma

INSEAD

Academic Break - Master

lemlist

Wearing the hats of both PM & Marketing Manager, I led a squad made up of software developers, product designers and visual designers to develop the product roadmap and execute marketing initiatives to make lemwarm the #1 email deliverability suite on the market and grow MRR.

Product Squad Lead (lemwarm)

Developed & owned the Content & Product Marketing efforts for lemwarm – an email deliverability suite.

Content Marketing Manager

Welcome to the Jungle France

Welcome to the Jungle is building a new experience at work and making sure you don't just work for your job, but that your job works for you. 

With this endeavor, I worked with the Content & Social Media teams to create content; mainly: articles and social media posts.

Content Manager

Closet On The Cloud

Closet On The Cloud is a digital media covering Fashion, Tech and everything in between. 

The newsletter (2020-21) explored my journey navigating the world of technology as a non-techie, with a specific focus on the Fashion industry. Breaking down the hottest technologies for beginners and tech enthusiasts, the newsletter was the perfect way to stay updated and clear on all the buzz! 
The motto: Update yourself. One Read at a time. One Week at a time. 🤩

Founder

LuxuryFacts

•  The first-ever Europe correspondent for the magazine; in a remote capacity
•  Wrote up to 60 news pieces and 70 social media content pieces for third party clients
•  Collaborated with House of Krug, LVMH Group and Musée des Arts Decoratifs on content pieces

Editor & Creative Content Writer

Longchamp

Flagship Store, Champs Elysées; Galeries Lafayette
•	Reviewing and improving my own sales performance
•	Store organization and feedback on visual merchandising
•	Understanding intra-boutique functioning and management
•	Providing customer feedback on new collections and releases
•	Performing market analysis to gauge brand positioning in the market
•	Discovering, understanding, fulfilling and exceeding customer expectations
•	Building new and developing existing long-term relationships with customers

Sales Associate

Sending emails? Follow for tips to land in the inbox | Content Marketing Manager @ lemwarm 🧡

Currently studying everything business (and some tech 😉) at INSEAD!

Almost an engineer and nearly a Fashion editor, I ended up starting my professional journey as a Content Manager in SaaS, moved into Product Marketing and finally fell in love with working on Emerging Tech (FinTech, Blockchain, FashionTech) products. 

Based in Paris, always open to connecting and chatting more :).

Get More Bu$ine$$, Authority and Engagement on your $ales & News letters as an Expert. Direct Response Marketer & Copywriter

Most DTC health brands are running the same ads.



Same hooks. Same pain points. Same "sick and tired of being sick and tired" openers your buyer has scrolled past a hundred times.



So they do what makes sense. Test more creatives. Hire another media buyer. Throw more budget at a broken system.



Cold traffic costs keep climbing. Conversions keep dropping.



What most brands haven't caught up to yet is that the Meta Andromeda update fundamentally changed how the algorithm reads and distributes creative. Old pattern interrupt hooks are getting buried. What surfaces now is creative generating genuine engagement signals from genuinely relevant audiences. The angle intelligence underneath your creative matters more than it ever has.



The problem is almost never the budget or the targeting.



It's that nobody has mapped what's actually going on inside your buyer's head before writing a single word of copy. Not surface pain. The belief coordinates underneath it. The fears they haven't told their doctor. The identity wound that made them search for your product. The exact moment they decided they were done tolerating the problem.



That's what I build first.



A complete emotional intelligence brief on your buyer segments. Then cold traffic campaigns built around angles your competitors haven't touched. Awareness levels they're skipping. Unaware audiences nobody is running to. Angles that make your buyer stop mid-scroll thinking "how did this brand know that about me?"



This framework was built from the inside of real 8-figure DTC brands by two 9-figure operators. I apply that same system — without the agency markup or the 6-month onboarding



If cold traffic has plateaued or creative is becoming your scaling ceiling, that's exactly what I solve.



DM me "ANGLES" and I'll send you something genuinely useful about your market before we ever discuss working together.

Victor Odey

This magalog cover is a MASTERCLASS in fear-based persuasion...

And the same psychological triggers are CRUSHING it on Meta right now.

Let's break this shit down:

THE HOOK STRUCTURE:

"Is There Anyone Left WE CAN TRUST?"

Brilliant. It's not selling a supplement...

It's selling SURVIVAL in a world where "they" are trying to kill you.

The hook creates an US vs THEM dynamic instantly.

EMOTIONAL MAPPING:

This whole page follows the PROBLEM AMPLIFICATION framework:

Establish the threat (Big Pharma making billions while you suffer)
Amplify the fear (40,000 patients PROVING "they" don't care)
Position the guru (Dr. Whitaker as the ONE trustworthy source)
Promise the forbidden solution (natural cure "they" don't want you to know)

WHAT'S CRUSHING ON META IN 2026:

The EXACT same patterns...

Just updated for modern anxieties:

• "Big Tech is hiding this from you..."
• "Doctors HATE this simple trick..."
• "The government doesn't want you to know..."
• "While billionaires get richer, regular people suffer..."

The conspiracy angle STILL converts like crazy.

Because people are more distrustful than ever.

THE GENIUS MOVES:

→ Social proof through QUANTITY (40,000 patients)
→ Authority through REBELLION (doctor going against establishment)
→ Urgency through SCARCITY (limited information they're trying to suppress)

TODAY'S APPLICATION:

This translates perfectly to VSLs and advertorials...

Hook: "Is [AUTHORITY FIGURE] lying to you about [PROBLEM]?"

Body: Establish credibility through contrarian positioning...

CTA: Get the "forbidden" information before it's censored.

The template is TIMELESS because human psychology doesn't change.

We still want to feel like insiders...

Getting secret knowledge...

From the ONE person brave enough to tell the truth.

Pure gold.

I map the entire emotional universe of your buyer — then build cold traffic campaigns around the angles your competitors can’t see | DTC Creative Strategist | Health/Wellness & Supplements Brands.

This is a MASTERPIECE of psychological manipulation...

And I mean that as a compliment.

Let's break down why this magalog cover page SLAPS:

THE HOOK IS DAMN GOOD

"Cholesterol's Evil Twin" - they took something EVERYONE knows is bad (cholesterol)... and made it WORSE.

That's like saying "Meet Cancer's Angry Brother."

Your brain can't NOT pay attention.

PATTERN INTERRUPTS EVERYWHERE

The whole thing SCREAMS "medical journal" but it's selling supplements.

They're hijacking TRUST from real medical publications. Smart as hell.

EMOTIONAL ROADMAP:

FEAR - "438,000 heart victims die with HEALTHY arteries"
CONFUSION - "Wait, how TF is that possible?"
HOPE - "New discovery could cut your risk IN HALF"
URGENCY - "Why you can't wait"

Classic problem/agitation/solution... but DISGUISED as news.

WHAT'S WORKING ON META IN 2026:

This EXACT psychological framework still prints money...

But you gotta adapt the delivery:

→ Native-looking content that doesn't SCREAM "ad"
→ Authority positioning (white coats, studies, "breaking news")
→ Pattern interrupts that make people STOP scrolling
→ Fear-based hooks tied to IMMEDIATE solutions

The difference?

Back then you had 8 pages to build the case. Now you got 3 seconds before someone swipes.

So you compress this ENTIRE emotional journey...

Into a 15-second video hook.

"Doctors are BAFFLED: Why 400,000+ people with perfect cholesterol still die from heart attacks..."

Same psychology. Faster delivery.

The fundamentals of human psychology don't change.

Just the medium.

This magalog cover page is basically a BLUEPRINT for modern VSL hooks.

Pretty solid.

Clayton Makepeace was a SAVAGE...

This page is pure psychological WARFARE disguised as health advice.

Let's dissect this beast:

THE HOOK MASTERY:

"Give me 90 days and I'll help you..."

Brilliant specificity. Not "I can help" or "maybe this works."

It's a CONCRETE promise with a DEADLINE.

Creates urgency AND confidence simultaneously.

EMOTIONAL MAPPING GENIUS:

Clayton's hitting EVERY major fear at once:

→ Health decline (the big scary)
→ Energy loss (daily frustration)
→ Time running out (mortality salience)
→ Medical establishment failure ("deadly medical trap")

He's basically saying: "You're dying slowly, doctors are useless, but I'VE got the secret."

THE VISUAL PSYCHOLOGY:

That doctor photo isn't accidental...

White coat = authority
Confident pose = competence
Direct eye contact = trust
Red tie = power

He LOOKS like the doctor you WISH you had.

WHAT'S CRUSHING ON META NOW:

Same exact framework, different wrapper:

• "Give me 30 days and I'll show you how to..."
• "While everyone else struggles with [PROBLEM], here's what actually works..."
• "The [INDUSTRY] doesn't want you to know this one trick..."

THE GENIUS MOVES:

→ Benefit stacking (not just ONE problem solved)
→ Timeline specificity (90 days creates believable urgency)
→ Authority positioning through contrarian messaging
→ Fear reversal ("avoid AND reverse" = hope after despair)

TODAY'S APPLICATION:

This translates PERFECTLY to In-feed VSL openings:

"Give me the next 17 minutes and I'll show you exactly how [SPECIFIC OUTCOME]..."

Then stack benefits like Clayton:
• Fix immediate pain
• Prevent future disaster
• Unlock hidden potential
• Add years to your life

THE PSYCHOLOGICAL HOOK:

Clayton understood that people don't just want solutions...

They want a SAVIOR.

Someone who can rescue them from their current trajectory.

The "90 days" creates a bridge between their shitty present and their dream future.

Damnnn this guy THINKS deeply. 

Classic.

A Monday reminder

The key to beating saturation is DIFFERENTIATION

When people scroll past your ad in 0.2 seconds

Meta notices

I scrolled through Meta ads yesterday...

And counted the EXACT same hooks 17 times.

No joke.

Here's the 7 overused supplement hooks killing your conversions:

1) "Sick and tired of being sick and tired?"

Translation: "We have zero creativity."

2) "Doctors don't want you to know this..."

Because apparently all doctors are part of some conspiracy.

3) "If you're over 40, read this immediately"

Age-gating worked in 2019. Now it's white noise.

4) "This weird trick melts belly fat"

Weird how it's always a "trick" and never just... good marketing.

5) "Big Pharma doesn't want you to see this"

Same energy as "one weird trick" but with more paranoia.

6) "Harvard study reveals..."

Plot twist: It's usually a study on 12 people. From 1987.

7) "What if I told you..."

What if I told you this hook died with Matrix memes?

Here's why these don't work anymore:

Your audience has hook fatigue. They've seen these 1,000 times. Their brains literally filter them out now.

It's like banner blindness... but for your entire ad.

The algorithms notice this too.

When people scroll past your ad in 0.2 seconds... Facebook thinks your ad sucks. So it shows it to fewer people.

Which means you pay MORE for each click. And get worse results.

It's a death spiral that starts with a boring hook.

Meanwhile...

The brands actually making money right now? They're talking about sleep quality instead of "energy." Joint comfort instead of "pain relief." Mental clarity instead of "brain fog."

Same benefits. Different language.

Language that doesn't trigger the "ad filter" in people's brains.

Your prospects aren't stupid. They know when you're recycling the same garbage everyone else uses.

Treat them like humans having real problems. Not walking wallets who respond to psychological triggers.

P.S. The brands winning right now? They sound nothing like supplement brands. They sound like friends giving advice.

P.P.S. What's the most overused hook you've seen lately that makes you instantly scroll past?

10 things I am learning now to understand a buyer at a deeper level

5 is my favorite


- Core wound
- Pain Matrix
- Resonance hierarchy 
- Rhetorical frames (for hooks)
- Epiphany threshold
- Resonance hierarchy constraints
- Copy blocks
- PIG stories (Punch in the Gut)
- Benefit matrix
- Market resonance

I like Epiphany Threshold because it gives me touch points on things to say that will push my buyer towards the edge of believability. 

You can take shortcut here.

It's either you know WHO you're talking to or NOT.

No guessing work here.

It's been fun this past weeks.

Happy Monday.

A word-by-word breakdown of the 1,600+ word Meta ad that rebuilt customer belief before selling anything.

In saturated markets, leading with benefits kills conversion. This $49 ad leads with rage and it probably prints money. Before begin. It's always impo

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Unaware ads are grossly underrated

This ad breakdown explains the HOW in-depth

This is one of the most sophisticated supplement advertisements I've analyzed in the past two months. Not because it uses tricks. Because it doesn't n

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The "Scroll-Stopping Thought Test" I use for every ad I write

It's subtle but powerful 

Last week I'm mindlessly scrolling Facebook…

(Like you're doing right now on LinkedIn...)

When this ad made me literally SAY OUT LOUD:

"Wait... how the HELL do they know that about me?"

And that's when it hit me.

Most ads suck because they're talking to EVERYONE.

Instead of talking to the ONE person who needs to hear it most.

Here's my test:

If your ad doesn't make your ideal prospect think "Holy shit, they're reading my mind..."

You haven't mapped the buyer deeply enough.

Most marketers think they know their audience because they can rattle off demographics.

"35-year-old entrepreneurs making 6 figures..."

Cool story, bro.

That's not buyer mapping. Think of it as census data.

Real buyer mapping sounds like this:

"You wake up at 3:15 AM thinking about payroll... again. The money's there, but it feels like you're one bad month away from having to lay people off. Your business partner keeps talking about 'scaling' but you're secretly wondering if you bit off more than you can chew."

See the difference?

One makes them nod along.

The other makes them lean in and whisper "How did you get inside my head?"

Here's the thing most copywriters and creative strategists miss...

The best ads don't just describe what someone DOES.

They describe what someone THINKS about at 2 AM when they can't sleep.

The conversation they had with their spouse last Tuesday.

The lie they tell themselves every morning in the mirror.

That requires you to go DEEP.

Not just "what do they want?"

But "what are they afraid to admit they want?"

"What would they be embarrassed if their friends found out?"

"What excuse do they make to justify NOT taking action?"

When you nail THAT level of specificity...

Your ads stop being ads.

They become mirror reflections.

And nobody can scroll past their own reflection.

So next time you write copy, ask yourself:

"Would my ideal prospect screenshot this and send it to their friend saying 'This is literally me?'"

If the answer is no...

Keep digging.

Because generic gets ignored.

But specific gets NOTICED.

And noticed gets PAID.

P.S. What's the most "mind-reading" ad you've ever seen? Drop it in the comments.

What I discovered after dissecting this supplement ad

This is a thorough ad breakdown in supplement advertising for women over 40. Not because it's perfect. Because it demonstrates how to navigate one of 

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The awareness levels a lot of DTC brands completely ignore

Most DTC founders are throwing money at Facebook...

Complaining about rising ad costs...

While completely missing 80% of their market.

Here's the thing...

Almost every brand I see is ONLY targeting two types of people:

Problem Aware (people who know they have the issue)

Solution Aware (people actively shopping for fixes)

Which means they're fighting over the SAME tiny slice of prospects...

With every other brand in their space.

No wonder CPMs are through the roof.

But here's what's wild...

They're completely ignoring the BIGGEST opportunities:

The Unaware Audience

These people don't even know they have the problem yet.

They're just scrolling through their feeds...

Living their lives...

Totally clueless that your product could change everything.

Most marketers think these folks are "impossible" to convert.

That's uhmmmm, not TRUE. 

They're the CHEAPEST to reach...

And often convert better than anyone else.

Because when you show someone a problem they never noticed...

Then immediately offer the solution...

That's not marketing. Think of it as REVELATION. 

The Identity-Aware Audience

Even more overlooked.

These are people who already see themselves as "your type of customer."

The dude who considers himself a "biohacker" but hasn't bought your sleep device yet.

The woman who calls herself a "wellness queen" but hasn't tried your supplements.

They're already mentally aligned with your brand...

They just haven't made the purchase yet.

But instead of nurturing these people...

Most brands skip straight to "BUY NOW" messaging.

Missing the easiest conversions of their lives.

Look...

When you ONLY go after problem/solution aware prospects...

You're swimming in a red ocean.

Expensive. Competitive. Brutal.

But when you expand into unaware and identity-aware audiences...

Suddenly you've got access to MASSIVE pools of people...

That your competitors don't even know exist.

Cheaper traffic. Higher LTV. Creative angles that actually work.

It's not complicated.

Some brands would just rather keep doing the obvious thing...

Fighting over scraps...

Then wonder why their unit economics are fucked.

Your call.

But don't blame iOS updates when you're ignoring 4X your addressable market.


P.S. Which awareness level does your brand focus on? Curious how many are stuck targeting the "obvious" prospects...

Look at this stellar cover page of this magalog

The headline is pure DISRUPTIVE curiosity.

"23¢ life-saver Heart Surgeons NEVER tell you about!"

That's hitting THREE psychological triggers at once:

→ Authority conflict (surgeons are HIDING something)
→ Price anchoring (23¢ = practically free)
→ Health fear/hope (life-saver)

But here's what makes this GENIUS for today's Meta landscape...

The "FDA-APPROVED for baby food" angle is BRILLIANT social proof.

They're not saying "trust this weird supplement."

They're saying "it's so safe, they put it in BABY FOOD."

That's instant credibility in a world where everyone's skeptical of health claims.

The testimonial structure is PERFECT for video ads.

Instead of boring written testimonials...

They've got specific STORIES with measurable outcomes:

"Heart surgery CANCELLED!"
"Angioplasty postponed INDEFINITELY!"

Each one becomes a 15-second video hook.

The "pennies per day" framing DESTROYS price objections.

23¢ vs. the "cost of a gallon of gas" comparison makes ANY health investment seem stupid cheap.

But here's the META GOLDMINE...

The way they STACK multiple health benefits...

Heart, arthritis, diabetes, cholesterol...

That's not feature-stuffing.

I feel this is MARKET EXPANSION.

One creative can target 6 different health audiences.

Same product. Different hooks.

The scarcity elements translate PERFECTLY:

"Named Inside" creates curiosity gaps.
"True-Life Stories" suggests authenticity.
Doctor endorsement adds authority.

For 2026 Meta, you'd adapt this as:

→ Carousel ads with each benefit as a separate card
→ Video testimonials featuring those "cancelled surgery" stories
→ Comparison charts showing 23¢ vs. prescription costs
→ Behind-the-scenes content about the "baby food safety" angle

The REAL lesson?

This magalog works because it doesn't feel like an ad.

It feels like BREAKING NEWS about a medical cover-up.

That's the energy that CRUSHES on social.

Not "buy my supplement."

But "here's what Big Pharma doesn't want you to know."

Controversy + curiosity + credibility = CONVERSION GOLD.

Even 30 years later.

An ad that led with what is known as the CONSPIRACY THEME

Here's my breakdown

This ad is a masterclass in direct response advertising for the health supplement space. It operates on multiple psychological and structural levels t

Open article: The Anatomy and Complete Strategic Breakdown of True Nutra's GC1F Campaign  by Victor Odey • 24 min read

The Anatomy and Complete Strategic Breakdown of True Nutra's GC1F Campaign

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The Battle

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