Clear 30 · B2C · app to quit or cut down weed
Film your own funny ads that call out a very specific moment
Specific callouts grab attention; calm ads with an older speaker convert best
Workedpaid-social
What they did
Founders script and film their own ads, starring family (Asher's actor dad, his mom). Pick the demographic likely to commit and pay, then apply persuasion basics: strong headline, build trust through the ad, clear call to action. Hooks use hyper-specific, even absurd callouts ('Do you hang out in your basement after school hitting your pen until 3am watching skateboarding videos?'). Some best converters are Asher's mom explaining the problem calmly to an older audience.
What happened
Specific callouts 'really resonate'; calm, mature ads aimed at older users are among the most converting
In their words
The Superwall Podcast · Asher Herbstman & Thatcher Clough - I Built a $30k/mo App That Helps You Quit Smoking“getting really specific about the call out that we're having. Are you someone that hangs out, you know, in your basement after school and hit your pen until like 3:00 a.m. while watching skateboarding videos”
“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.”
Related topics
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- Clear 30: Study which ads Meta and TikTok spend most on, and reuse their hooksAd with a woman beat one with a man; camera-shot look beat polished
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