Segment Messaging Reference

Source: CYH_Segment_Reference_Table.pdf (original in planning/brand/).

General Audience column applies where segment is unknown: homepage, untagged paid traffic, PR, investor contexts. Segment columns apply once qualification signals are present.

See also: gtm-playbook-architecture.md, preference-matrix.md, funnel-language-guide.md.

Audience

	General Audience (segment unknown)	Segment 1: Unacknowledged Strain	Segment 2: Balance Seekers	Segment 3: Therapy-Resistant AUD
Who they are	An adult who drinks regularly and is open to drinking less or stopping	Wants to drink less or stop. Does not see it as "a problem" worth addressing with a program	Wants to drink less or quit for health reasons. Does not identify as having a drinking problem	Has identified with having a drinking problem. Prior attempts have not held
Internal monologue	"I should probably drink less but traditional 'programs' aren't for me"	"I probably drink a bit more than I should but it's not that big of a deal. I don't need 'a program'"	"I want to be healthier and feel better. Drinking less might help"	"I've tried before and it didn't work"
Primary objection	I don't see myself as a fit for typical AUD solutions	Solution feels disproportionate to their perceived need	Does not connect or prioritize drinking specifically to the health outcomes they desire	Fear of another failure
Secondary objection	Not convinced the effort, time and cost are worth it for something they may not fully identify with needing	Perceived mismatch between solution size and problem size	Relative prioritization of lesser known health benefits. There are lots of ways to sleep better or feel sharper	Skepticism. Why haven't I heard of this before?
What they need to hear first	This is private, low-effort, and built for people who traditional programs and point solutions don't align with	This fits your life. No disruption, no drama. Solution is proportionate to what they're willing to invest	Drinking less is the specific unlock that improves sleep, focus, and energy, and your liver health along with it	This is structurally different. Not a repackaged version of what didn't work
The one thing	Meet them where they are without triggering an identity alarm	Make the solution feel proportionate to a small perceived problem	Connect drinking specifically to the health outcomes they're already chasing	Prove this is structurally different. Not repackaged willpower. Not a point solution

Strategy

	General Audience	Segment 1	Segment 2	Segment 3
Entry point	Benefit-first. The integrated solution is the unlock, not the headline	Right-size the solution	Health-driven improvement	Validated prior failure
Commitment signal	Neutral. Exploratory, no pressure	Minimal	Moderate	High
Tone	Confident, warm, approachable	Low-pressure, no labels	Warm, affirming	Direct, no-nonsense
Science role	Proof of completeness and credibility	Makes change easier than going it alone	One specific change, multiple compounding benefits	Explains why this is structurally different from what failed before

Language

See brand guide for full listing.

	General Audience	Segment 1	Segment 2	Segment 3
Language to use	Integrated solution, complete, private, from home, on your terms	"Drink on your own terms," "fits in the margins of your day," "works quietly in the background"	"Drink a little less," "one change that moves everything," "better version of how you already live"	"The whole solution," "not a repackaged version," "built for the full picture"
Language to avoid	Alcoholic, addict, treatment, rehab, recovery	Problem, fix, issue, program, reset, restart, renew	Problem, sobriety, overhaul, dramatic change. Avoid implying they're currently doing something wrong	Easy, simple, willpower, more of the same, another program, steps. Avoid anything that feels dismissive of prior struggle

Ad creative samples

	General Audience	Segment 1	Segment 2	Segment 3
Headline	Quit Drinking or Just Drink Less	Drink less without all the fuss.	Drink Less. Sleep Better. Feel Sharper.	Tried to Quit Drinking Before? This Is Different.
Subhead	Your terms. Your timeline.	2 mins a day, from anywhere	Small change. Big benefits	Finally, a solution built for the full picture
CTA	Start discreetly	See how it works	See why it works	See what's different

Standing rules (all segments)

Science list: Always "clinical, neurological, and behavioral science."
Solution name: Always "integrated solution." Never "program" or "system."
Identity rule: Never trigger an identity alarm. No copy in any segment should cause the reader to feel diagnosed, labeled, or categorized against their will.