#6 Cocoa + Natto - Launch Day (Exclusive VIP · Veterans Day)
50% · everyone · ours, Nov 9
Hey Michael,
Before anything else, I just want to say thank you.
Thank you for standing with us.
To your health,
Antonio
CEO, Black Forest Supplements
If you take a blood thinner, aspirin included, or you have surgery coming up, talk to your doctor before adding a fibrinolytic enzyme.
These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.
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Internal notes · 50% · everyone · ours, Nov 9where it came from, links, what it depends on
Ours, from Juan’s brief (“write the product announcement emails & MMS for both the 50% & 70% OFF lists … find the precedents and emulate their structure”). Shape: natto #6 launch day as it shipped (thanks in the live text, the silent problem, “Today, that changes”, product live, CTA + “(Discount auto-applied at checkout)”, the dose bullets, founding run, second CTA, “you earned this one”). Natto #6’s “today only”, “lowest price ever” and “restocking takes weeks” are left out.
- Monday’s approved email opens with “Friday I told you I’d say how many are left”, so Friday says it (P.S. in both versions).
- The window: “the founding price ends Monday”. Monday’s approved email and text put the close about 6 hours after 11 AM and 3 hours after 2 PM, so around 5 PM ET. If the plan is natto’s “today only” on Friday and a held-open price on Monday, Monday’s email would need a “held it open” line, and it has none, so Friday states Monday.
- Every line is one the flow already carries: the two things no checkup measures, 10,800 FU vs most bottles at 2,000, 1,200 mg, 2,000 bottles, 50% auto-applied, the pledge. The serving is the final label’s (three capsules a day, with water; Nov 10), not the “two capsules with your morning coffee” of 04/05.
- Subject + wrapper: “Thank you,” with “Before anything else, I just want to say thank you.” = 91.7% inbox over 6 seed runs, the strongest pair on file.
- Links: both CTAs and the MMS → the product page (not built yet),
src=cn-06/cn-06-sms.
Rating · 50% · everyone · ours, Nov 98.5 · 8.0 · 8.0 · 8.5 · 4 (comparable)
| Criterion | Score | Why |
|---|---|---|
| 1 · Soap Opera Sequence | 8.5/10 | Pays off 05 (“tomorrow, 11 AM”, the pledge) and opens the loop Monday’s approved email closes (“Friday I told you I’d say how many are left”). |
| 2 · Hook / Story / Offer | 8.0/10 | Hook: the two things no checkup measures + the silent line. Story kept to one beat on launch day, as natto #6 did. Offer: 50%, auto-applied, two CTAs. |
| 3 · The 3 Closes | 8.0/10 | Logic (10,800 FU vs most bottles at 2,000; 1,200 mg), emotion (the pledge, “you earned this one”), fear (2,000 bottles, ends Monday). |
| 4 · BFS 4A-4G + Brand Voice | 8.5/10 | Best measured pair for “Thank you,” (91.7% inbox, n=6). No “today only”, “lowest price ever” or “restocking takes weeks” (natto #6 had all three). Product lines = the approved ones, serving = the final label (three a day, with water). |
| 5 · Antonio’s RPR scale | 4.0/10 | Comparable only: natto #6, $0.31. |
Criterion 5 in Antonio’s format
Comparable, not a measurement (unsent): #6 Natto launch day (Jun 5, 01KT7TY2FDWASAKEM7MTQCYQPZ, named “#5 Nattokinase - (Launch Tomorrow)” in Klaviyo), live pull Nov 9, 365 days: $0.31 RPR, 0.46% CVR, $79,765 on 256,053 → 4/10 (below his $0.47 anchor).
What’s keeping it from a 10:
- No customer voice. Fix: one line from a blog comment (Dianna’s is used in the blog; a buyer line from Friday morning would be stronger on Monday).
- “Ends Monday” has to match the Shopify discount’s end time. Fix: read the discount before scheduling.
What a 10/10 version would look like: this email with a real customer line, and the end time printed (Monday, 5 PM ET if that is when the discount closes).
70% · veterans · ours, Nov 9
Hey Michael,
Before anything else, I just want to say thank you. For your service, and for standing with us.
With gratitude and respect,
Antonio
CEO, Black Forest Supplements
If you take a blood thinner, aspirin included, or you have surgery coming up, talk to your doctor before adding a fibrinolytic enzyme.
These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.
You are receiving this because you subscribed. Unsubscribe.
Internal notes · 70% · veterans · ours, Nov 9where it came from, links, what it depends on
Ours, from the same brief, for the veterans’ list (everyone who replied to slot 04 with their branch). Same skeleton as the 50% email; the thanks leads and the product follows.
- Veterans Day honors the living: no “fallen”, no “gave everything”, no veteran statistics, and the product is never tied to veterans’ health.
- “We stood with them in 2023 and 2024” and the org description are the approved 05 doc’s words.
- Depends on: the code VETS70 (printed on the team’s banner, not in Shopify yet, read Nov 9) carried by the link, and the veterans’ list existing in Klaviyo (replies are not a segment until someone tags them).
- Wrapper: the 91.7% wrapper plus one sentence (“For your service, and for standing with us.”), untested as a pair.
Rating · 70% · veterans · ours, Nov 98.0 · 8.0 · 7.5 · 8.5 · 4 (no fair comparable)
| Criterion | Score | Why |
|---|---|---|
| 1 · Soap Opera Sequence | 8.0/10 | Carries 04’s veterans card and 05’s pledge, and sets up Monday (“how many are left”, the pledge total next week). |
| 2 · Hook / Story / Offer | 8.0/10 | Hook: the thank-you, before any product. Story: who they are, in one line. Offer: 70%, two CTAs, the same three proof lines as everyone else. |
| 3 · The 3 Closes | 7.5/10 | Emotion leads (service, the pledge); logic in the bullets; the fear close is soft on purpose (“holds until Monday”). |
| 4 · BFS 4A-4G + Brand Voice | 8.5/10 | Honors the living (no “fallen”, no “gave everything”), never ties the product to veterans’ health, signed “With gratitude and respect” (Veterans Day 2024). Wrapper untested as a pair. |
| 5 · Antonio’s RPR scale | 4.0/10 | No fair comparable (see below). |
Criterion 5 in Antonio’s format
No fair comparable. The veterans’ list is built from replies to slot 04 (“reply with your branch”), so it is small and every reader asked for the offer: its RPR will sit far above any main-list send and say little about the copy. Closest occasion send: Veterans Day 2024 (Spermidine Last Chance, main list, $0.216, read Nov 3). Scored 4 like the main-list sends until it has its own number.
What’s keeping it from a 10:
- The banner prints CODE: VETS70, and Shopify has no VETS70 code yet (read Nov 9, 9:10 PM ET). Fix: create it (70%, closing with the founding price on Monday) and make both CTAs
/discount/VETS70?redirect=links, so “Code VETS70 is built into this link” is true.
What a 10/10 version would look like: the same email with Antonio’s own line about why veterans (one true sentence), and the branch they replied with in the greeting.
The texts
MMS · 50% · 11:00 AM ET
SuperCocoa™ Blood Flow Capsules: 50% off for the founding run, applied at checkout.
Only 2,000 bottles. And 10% of today's proceeds go to Military Outreach USA 🇺🇸
Get yours 👇
[PDP link]
36 words. Image: the team’s COCOANATTO LAUNCH DAY 50% OFF.png (Nov 11).
Rating · MMS · 50% · 11:00 AM ET8 · 7.5 · 7.5 · 8.5 · 4 (comparable)
| Criterion | Score | Why |
|---|---|---|
| 1 · Soap Opera Sequence | 8.0/10 | Mirrors 05’s approved MMS: same facts, now live. |
| 2 · Hook / Story / Offer | 7.5/10 | “It’s live” + 50% + the pledge. |
| 3 · The 3 Closes | 7.5/10 | Scarcity (2,000) and the cause; no deadline line on purpose. |
| 4 · BFS SMS house style | 8.5/10 | Fallback first name, 🚨, 👇 before the link, 36 words. |
| 5 · Antonio’s RPR scale | 4.0/10 | Comparables (read Nov 3): Protein Coffee #6 text $0.108, BSO #9 morning $0.107. |
Criterion 5 in Antonio’s format
Keeping it from a 10: the team’s image says TODAY ONLY!, but the founding price runs to Monday (this text, both emails and Monday’s approved sends say so). Fix: a Friday mobile without “TODAY ONLY”. Send at 11:00 AM ET with the email: the link only works from 11.
MMS · 70% veterans · 11:00 AM ET
SuperCocoa™ Blood Flow Capsules are live, and for you they're 70% off.
Only 2,000 bottles. 10% of today's proceeds go to Military Outreach USA 👇
[veterans' link]
33 words. Image: the team’s COCOANATTO LAUNCH DAY 70% OFF.png (Nov 11).
Rating · MMS · 70% veterans · 11:00 AM ET8 · 8 · 7 · 8.5 · 4 (no fair comparable)
| Criterion | Score | Why |
|---|---|---|
| 1 · Soap Opera Sequence | 8.0/10 | The veterans’ launch beat. |
| 2 · Hook / Story / Offer | 8.0/10 | Thanks first, then 70%. |
| 3 · The 3 Closes | 7.0/10 | Emotion and scarcity; no deadline. |
| 4 · BFS SMS house style | 8.5/10 | House shape, 33 words. |
| 5 · Antonio’s RPR scale | 4.0/10 | No fair comparable (a reply-built list). |
Criterion 5 in Antonio’s format
Keeping it from a 10: the team’s image says TODAY ONLY! while the 70% holds until Monday; and only veterans with SMS consent can get it (if the list is email-only, skip the text).
Statuscopy drafted Nov 9 from Juan's brief, all banners in (Nov 11); his approval, VETS70, product page, Klaviyo build, GlockApps and scheduling to come
The send, and what it exploreslaunch day: 50% for everyone and 70% for veterans, side by side; sets up Monday's count
Subject (Juan’s brief, Drive Nov 9): “Thank you, {first_name}!”
Written Nov 9 from Juan’s brief in the Drive folder, on natto #6’s launch-day structure: two emails side by side (50% for everyone, 70% for the veterans who replied to 04) and an MMS for each, rated on the five criteria. Both carry what the approved sends set up: the pledge (05), the 2,000-bottle founding run, and the line Monday’s approved email answers (“Friday I told you I’d say how many are left”).
Waiting on Juan: approval of both; the end time of the founding price (the copy says Monday); the code VETS70 printed on the 70% banners (not in Shopify yet); the product page link. The team’s Friday MMS images say “TODAY ONLY!” while the copy says Monday.
Research brief & gatesthe research, and what it is not allowed to say
Offer live. Precedent: natto #6 $0.312 (43.4% open, 1.11% click, 255,722 delivered) · Sleepy Cocoa #6 $0.264 · cocoa Jan 2024 launch day $0.510 (33% off + a free bottle, 39,432 delivered, a different list) · coffee $0.137 with no offer before launch day. Occasion arcs earn $0.423 per email at the ask vs $0.219 for bare launches: if the calendar gives this launch an occasion, say it.
The split
Super Cocoa's 1,775-person 50%-off split printed $2.398 in July 2024; the NMN presale apology to ~3k VIPs $1.923; BSO's ~310-person segments $3.94 and $1.50; coffee's 1,095 buyers $1.076. Buyers of the existing cocoa (five handles) and the 4-in-1 are the segment; its audience build is Juan's and is deliberate.
The shipped precedents, as delivered (natto #6, Jun 5, $0.312 · cocoa #4, Feb 28 2025, $0.225)
Natto: wrapper “Before anything else, I want to say thank you. Thank you for standing with us.” Body: “After 30, your body slowly stops clearing the buildup inside your blood vessels. … So your doctor won't dare say its name. Today, that changes. … For today only, 60% off. (Discount auto-applied at checkout.) Most nattokinase stops at 2,000 FU, a fifth of the dose the research everyone quotes. We didn't cut it. We dosed all four into one capsule … This isn't one enzyme that quits halfway. It's the full cleanup crew your body stopped running on its own. Supply is extremely limited. This is our founding run. Once it's gone, restocking takes weeks, and it won't be 60% off.” P.S.: the lowest price it will ever be. Cocoa: banner “600MG OF STANDARDIZED EPICATECHIN · 1200MG PER SERVING · 40% OFF”; body “Big Food has controlled the cocoa industry, stripping away its benefits and replacing them with sugar and processed junk … GET Black Forest's Cocoa Flavanols 40% OFF (TODAY ONLY) … our PURE high-flavanol formula sustains energy, boosts nitric oxide for circulation, supports cardiovascular function”; sign-off “Here's to new beginnings and better health!”
- Every number from a primary source, fetched and read, before it reaches copy.
- No em dashes. Alt text five words or fewer. GlockApps preflight before scheduling.
Imagery direction & referencesreferences, thumbnails and swipe fuel
Offer creative; the jar and the scoop. Precedent as delivered: natto #6 email.