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"Our Pillows are HSA/FSA Eligible" is on screen from the first frame to the last, over three soft product shots. The track is silent, so the text is the whole message. A viewer who scrolls past after one second has still read the claim.
"Check out with Truemed to use your pre-tax dollars with us" names the mechanism and the third party in the footer. That's the only place in the ad that suggests there's a process between you and the pre-tax dollars.
This pattern is one of dozens that stop the scroll — browse the ad hook library, with the formula behind each →
A short one. Two beats in the ad, two on the landing page, and the conditions only appear once you're on the page.
Eligibility instead of a discountCreative · Hook
The on-screen line states that the product qualifies, and the subline swaps "cost" for "investment". No price, percentage or saving appears anywhere in the six seconds.
“Our Pillows are HSA/FSA Eligible”
“Softer, fuller, and an investment for better rest”
Steal itLead with [the account or budget your product qualifies for], not the price, and carry the qualifier ("for qualified customers") into the ad itself. If you can't lower the number, change where the money comes from.
Same sentence, swap the productAd copy · Rotate
The primary text is a single sentence. A sibling ad started the same day (Jul 8) with the same line, headline and landing page, changing only the product at the end of the sentence.
“Invest in your best rest when you use your pre-tax HSA/FSA dollars on our Pillows now.”
“Invest in your best rest when you use your pre-tax HSA/FSA dollars on our Washed European Linen.”
Steal itWrite one payment-source sentence and rotate [the eligible product] at the end of it, so each ad set tests the product while the mechanism stays the same.
Three steps, qualification lastLP · Qualify
The landing page is an explainer with a three-step flow: add to cart, select Truemed, complete a survey. The survey that decides whether you qualify comes after you've paid. The eligibility caveats sit in small print under the hero.
“Truemed is for qualified customers. HSA/FSA tax savings vary.”
“After checkout, Truemed will email you with a short survey, and then instructions on getting reimbursed. That's it!”
Steal itShow the flow as [three steps], and put the qualification step and its caveat as close to the ad's claim as your checkout allows, not below it.
The expiry date does the urgencyLP · Close
The page doesn't set its own deadline. It borrows one the reader already has: FSA balances lapse at year-end. The copy hedges it ("typically", "may not roll over") and then states the date.
“Make sure to spend the rest of your FSA dollars before December 31st — use it, so you don't lose it!”
Steal itUse [a deadline on money the buyer already holds] in place of a sale countdown, and keep the hedge. Not every plan expires on the same date.
⚠ Check these before you copy it
- "Our Pillows are HSA/FSA Eligible" reads as a property of the pillow. The landing page says eligibility runs through a Letter of Medical Necessity issued after a survey: "Truemed is for qualified customers" and "We can only accept HSA/FSA funds for select products at this time." If you copy the hook, put the qualifier in the ad, not only on the page.
- "After checkout, Truemed will email you with a short survey": the buyer pays before finding out whether they qualify. The FAQ covers the fallback (paying by regular card and submitting the receipt for reimbursement), but the ad gives no sign that qualification is conditional.
- "Your Truemed LMN satisfies all IRS requirements to make your wellness spend fully reimbursable." This is a tax-compliance claim made by a third party and hosted on the brand's own page. If you run this play, quote your provider's wording and attribute it; don't restate it as your own guarantee.
- "Thousands of studies show that lifestyle, food, and wellness interventions are often the best medicine to prevent and reverse disease." No study is cited, and the claim sits on a page selling pillows and linen sheets.
Ad copy (Library ID 988444047561366)▾
Invest in your best rest when you use your pre-tax HSA/FSA dollars on our Pillows now.
Headline: Check out with Truemed to use your pre-tax dollars with us · Description: Get better in bed with Brooklinen · Button: Shop now
Text on screen (all 0:06)▾
Our Pillows are HSA/FSA Eligible
Softer, fuller, and an investment for better rest
brooklinen
Media: no transcript▾
The video's audio track is silent (measured at −90 dB throughout), and the transcript service returned nothing after three tries. There is no spoken track to quote. The on-screen text above is the whole message.
Landing page: how the Truemed flow is written▾
Use Your HSA/FSA Dollars with Brooklinen
Invest in your best rest when you use your pre-tax dollars to get better in bed.
Truemed is for qualified customers. HSA/FSA tax savings vary. Learn more at truemed.com/disclosures
Add products to cart
We can only accept HSA/FSA funds for select products at this time.
Select Truemed at checkout
Pay with your HSA/FSA credit or debit card. Truemed is not compatible with Shop Pay, Google Pay, or Apple Pay.
Complete a quick survey
After checkout, Truemed will email you with a short survey, and then instructions on getting reimbursed. That's it!
How long does it take for me to receive my Letter of Medical Necessity? Generally, it takes 2–5 hours.
