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CYH Funnel Language Guide

Core principle: The majority of CYH's audience falls into the "Unacknowledged Strain" segment — they know they want to change their relationship with alcohol, but they do not self-identify as having a problem, an addiction, or needing recovery. Labeling their experience in clinical or stigmatized terms causes them to disengage. Every line of funnel copy should honor where they actually are, not where a clinical framework says they are.

The aspiration frame: People come to CYH because they want something better — more energy, better sleep, clearer thinking, stronger relationships. Lead with what they're moving toward, not what they're moving away from.

Word replacement guide

Avoid Use instead Why
addiction your relationship with alcohol / drinking habits "Addiction" triggers denial and disengagement in Unacknowledged Strain users
addict / alcoholic never use Irreversible identity labels — immediate trust killer
recovery change / progress / your journey "Recovery" implies a severity they don't accept
treatment program / care / plan / path "Treatment" = sick; "plan" = intentional choice
problem challenge / what's getting in the way "Problem" requires self-diagnosis they resist
disorder / AUD never use in copy Clinical label — fine in medical context, not in funnel
abuse never use Loaded, shaming
struggling working on / navigating "Struggling" = weakness; "working on" = agency
sobriety only when Goal = Abstinence and user chose it For moderation/not-sure users, "sober" implies failure
clean / sober same as above Identity framing only after they've chosen it
fighting / battling changing / building / working toward War framing reinforces shame
denial — Never surface this concept in the funnel
relapse setback / adjustment / course correction "Relapse" = failure; "adjustment" = expected part of change
failed tried a different path / recalibrated Same as above
liver test kit / at-home liver test kit at-home liver test Prefer the simpler product name in patient-facing copy; drop “kit” unless a technical/ops context requires it
Sinclair Method / "take before you drink" / targeted dosing daily use / "take naltrexone daily as prescribed" NEVER mention the Sinclair Method or as-needed/before-drinking dosing in any sales or marketing material. CYH clinicians prescribe DAILY naltrexone for the first several months. Sales copy must reflect daily use only. (Clinical accuracy + consistency with what doctors actually prescribe.)

Preferred language patterns

Relationship framing

Aspirational / outcome framing

Agency and control framing

Normalizing without catastrophizing

For the "not sure" persona

Screen-level implications

Goals question (screen 3)

Do not use "What is your drinking goal?" — sounds clinical. Use: "What would feel like a win 3–6 months from now?" Options:

Normalization screen (screen 2)

Lead with aspiration, not statistics about disorder prevalence. Use: "Millions of people are working on exactly this — and most of them just wanted to feel better, not fix a problem." Avoid: stats framed around "harmful drinking" or "alcohol use disorder."

Audit-C result screen

Do not show "Higher Risk Range" — clinical risk labeling triggers defensive shutdown. Use: Reflect back what they shared + what's possible. Example: "Based on what you've shared, here's what we think will help most — and what you can realistically expect in the first 90 days." Frame the score privately (don't show the number or the label) — use it internally to drive recommendation, not to alarm.

BSS 4-question preview

Frame as: "A few questions to help us understand what's going on in your life — so we can personalize your plan." Not: "We're going to assess your biopsychosocial risk factors."

Support / coaching screens

Never say "coaching" in early screens — it implies they need help/fixing. Use: "how you like to work toward goals" / "optional sessions" / "someone in your corner if you want it."

Plan builder / checkout

"You're buying a plan to change your relationship with alcohol" — not "enrolling in a treatment program." "Your first month" expectations: frame as exciting next steps, not medical protocols.

Persona-specific tone adjustments

Persona Tone Key phrases
Mike Masker Matter-of-fact, no fluff, respect his intelligence "Here's how it works." "You're in control." "No check-ins required."
Cara Caregiver Warm, validating, emotionally present "You don't have to do this alone." "We're with you every step."
Doug Doer Crisp, evidence-led, outcomes-focused "Here's the data." "87% of patients see X." "A plan built for results."

What this means for the Unacknowledged Strain user specifically

This segment (the largest segment in CYH's Google audience) knows something is off but isn't ready to label it. The funnel must:

  1. Never require self-diagnosis. Questions should be about behavior and feelings, not about whether they "have a problem."
  2. Make opting in feel like a smart choice, not an admission. "People who use tools like this get better outcomes" — not "people with your score need help."
  3. Give them an exit ramp from the label. "Drink less" as a goal is just as valid as "quit." The funnel should make moderation feel like a first-class outcome, not a consolation prize for people who couldn't commit to abstinence.
  4. Let them feel normal. The normalization screen is critical — but normalize the aspiration, not the problem.

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