Check which ages and quit reasons pay most, then aim ads at them

Thatcher Clough… of out of nowhere, like, oh, do you ever get that feeling when you're going on a walk and you're like, oh man, I want to smoke a joint, so you walk up to the random dude on the corner, he asks you to do a little dance for a free joint. It's like, that's not a real situation, I think that comedy aspect of it, and the super-specificness of it, even though it doesn't necessarily apply directly to someone, is something that people respond a lot.

Asher HirschmanWe'll get into this on our onboarding as well when we talk about it, but like the questions that we ask, what is your dream outcome? Why are you quitting weed? What's triggering you to smoke? We have like very clear metrics, like we know that our users are coming in here to seek mental clarity, we know that they're having a relationship with weed where they don't feel in control of the habit, they're quitting weed to become more motivated, they convert in terms of the paywall at a higher rate.

HostThat's really interesting actually. So did you see any big differences in the actual conversion reasons versus what you guys thought would get people to convert?

Asher Hirschman… they're going to laugh, you can't judge by how many likes you're getting or how cool a bunch of, you know, like 19-year-olds think you are, as much as I would love that world, but you actually have to build a business that survives. And sometimes the most converting, best ads are ones with my mom, who's talking in a very zen, not very exciting clickbaity way, but is just explaining the problem in a more mature way to an older target audience.

Thatcher Clough… this is also helpful for is not only showing like what is working, but also what to work on. Cuz like one thing that sticks out to me, for example, is that like saving money is at, you know, 23% conversion, whereas like legal obligations at 29, our average user that comes in spends upwards of $55 a week on weed, and yet our program is $30 for a year, but not all of them are converting. In an ideal world, it's like, oh, you're saving money by spending money on this thing cuz you won't smoke weed again, and obviously people's relationships with it are different, maybe they don't want to completely stop smoking, maybe they just want to cut down. I think it can also show things to work on. It's like, okay, that means in our onboarding we probably should focus a little bit more on calling out, "Hey, you're spending this much money on weed, but this program is less expensive than that and we're going to help you stop smoking weed." I think that can be helpful for showing what's working and also what to work on.

HostYeah, that's a good insight. Are you guys doing this on Facebook ads and TikTok ads?