<b>The 3rd paragraph is where advertorials die</b>

<b>The 3rd paragraph is where advertorials die</b>
Wrote four nutra advertorials last night. The pattern is always the same: hook is fine, second para is fine, then paragraph three turns into a brochure and the scroll-depth falls off a cliff.
— Para 1: a moment ("I was avoiding mirrors by 40").
— Para 2: the turn ("then my sister sent me this").
— Para 3: where amateurs dump benefits. Don't. Keep telling the story. Save mechanism for para 5+.
Readers bail when the narrator stops being a person and starts being a salesman. The mechanism still lands later, when they're already hooked.
Go test it: pull your scroll-depth heatmap. Bet your drop is exactly at para 3.