Hook every ad on something scary happening inside your body

Joseph Choiwhich is it helps you manage your stress and it gives you a bunch of analytics and health data to help you with that. And then all these video ads seem to be like showing various different pain points. So I'm curious like what is the psychology of your user and like why are they coming to the app?

Asya PaloniValue proposition of Welltory is like takes a long time to flush out. It's like, you know, like you're tired at the end of the day, and you don't want to be tired. Those kinds of hooks that promise a long-term value tend to work poorly in like social media, on Meta, because on Meta, you need to like break through like people's blind spots. They're scrolling a lot. They need to see something really shocking.

Asya PaloniAnd so the way we convey that value proposition in a super concise way is by basically saying, "Hey, here is an app that can show you what's happening inside of your body. Something scary is probably happening in there, and you want to know what it is." And that's basically the hook for every one of our ads. It kind of like tries to cling to different physiological processes. Sometimes it's like cortisol. Sometimes we

Asya Paloniliterally, and this is like a scientific thing that we do, we actually try to make clear what's going on inside of your arteries. And so a lot of those a lot of those ads are about like things that are happening inside of your body, and the promise is that the app makes those scary things visible to you and manageable.

Asya PaloniI think the best example is the cortisol ad you were playing earlier. So, obviously, and if anyone tells you they can measure cortisol, they're uh that that that's not true. But what we do measure at Welltory is a specific process that happens inside of your arteries, um and it happens when you are sitting still, so you're not moving, but your heart is beating as if you are taking a walk or something.

Asya PaloniSo, we call this process sedentary stress, and basically what it's doing is it's putting pressure on your arteries, and that process is like what wears your body out over time, both like by the time the evening rolls around and 10 years down the line, as well. You can't explain all of the science behind this in a little ad,

Asya Palonibut people do have an association like, "Aha, stress, cortisol, bad. This app can like tell me what's going on." So, I think that's that's actually a pretty good example of it.

Joseph ChoiYeah. Let me show a quick example of this. "Here's how your Apple Watch signals high cortisol." Yeah, these graphs are just like super visual. Like, the Apple Watch is just scrolling through each of these charts, and they're super colorful. There's a huge number on each slide, and there's like a image in the background. It shows you the percentage. And then, it seems like the voiceover is also like saying