End onboarding with 'Stress is building right now' instead of promising more energy

Joseph Choi… maybe you pitch more of the product and the features or the benefits. Like I feel like worst would be features and then maybe a little bit better is benefits, but it's not even really benefits. It's kind of just like it is like see what's driving it and how to interrupt it, but that was the subheadline. The actual huge headline is, "Stress is building right now." So, it's still like a little bit problem-focused even on the on the the prepaywall.

Asya PaloniAnd you know, we tried the benefits towards the end, um like you'll have more energy, you'll feel great, and it worked worse than this because I think that benefits are things that actually work better in like brand stories, um like stories about like the great, wonderful future.

Asya PaloniI think with the onboarding when you want people to buy, I don't want to say this is kind of mean, but scare tactics, like what you're going to lose right here and now, works a little bit better. Like what's going to happen if you don't buy it right now? Yeah. I think uh compared to like the energy story that we had at the end before like uh, "Stay with us," and I think there was like a screen with like your energy bank filling up,

Asya Paloniand you'll feel so much better. Like in a week, you'll feel like this much better. In a month, you'll feel this much better. We have, you know, that chart shows you your progress. And that didn't work as well.

Joseph ChoiI wonder if that applies to just the health niche or just even like the stress within the health niche, or if it's a broadly applicable persuasion like emotional journey. Cuz it seems like you guys started with diagnose problem. The user starts to feel what it what, you know, remember what it feels like in their um stress. And then immediately switch to, "But"