Goldholly | Customer Intelligence Report

Key Finding

28% of reviewers are coffee quitters with a personal story ("I don't do well with coffee"). Your copy says "jitter-free energy." Same direction, but their language sells harder than yours.

Who's Actually Buying

Coffee quitter seeking an exit

28%

Afternoon slump solver

21%

Existing tea drinker expanding

19%

Buy-American supporter

15%

Why They Buy

No jitters or crash

30%

Taste beats expectations

26%

Doesn't wreck sleep

17%

Grown in the USA

15%

No bitterness or tannins

12%

Mismatch

Your copy says "jitter-free energy" (feature). Your buyers say "I don't do well with coffee" and "finally replaced my afternoon coffee" (personal story). Same idea, different framing.

Language to Steal

I don't do well with coffee or high caffeine energy drinks

This has quickly replaced my afternoon coffee

Same buzz, maybe even a better taste, and I know where it's coming from

A great way to get a little caffeine without the crash of coffee

I could drink this all day and be totally fine

Finally found the perfect source of caffeine

Objections & Hesitations

Didn't know what yaupon was

26%

Unsure about taste

19%

Price seems high for tea

11%

Expected more caffeine

Surprise Findings

21% use it specifically between 1-4 PM

Opportunity: No ad creative targets this specific moment or routine

15% mention "no jitters" + "sleep" in the same review

Opportunity: Two benefits that reinforce each other, not yet paired in copy

13% compare favorably to yerba mate

Opportunity: Website mentions mate, but no ads conquest this audience

Recommended Experiments

Each audience gets its own ad set with 3 angles. Run all 3 audiences simultaneously. The winning ad set tells you who to target. The winning angle inside it tells you what to say. One experiment, two answers.

Ad Set 1: Coffee Quitters

People who don't do well with coffee and are looking for an exit

28% of reviews. Target: coffee drinkers, caffeine sensitivity interests, "coffee alternative" search intent

High Priority

ANGLE 1

"I don't do well with coffee"

Lead with their words. Personal story hook, not product feature.

ANGLE 2

"Same buzz, none of the jitters"

Direct comparison. They still want caffeine, just without the side effects.

ANGLE 3

"America's only caffeinated plant"

Novelty and origin story. For coffee quitters who want something genuinely new.

Ad Set 2: Afternoon Slump Solvers

People who need a 1-4 PM boost that won't wreck their sleep

21% of reviews. Target: productivity interests, work-from-home, busy professionals

High Priority

ANGLE 1

"Replaced my afternoon coffee"

Verbatim customer language. Specific moment, specific switch.

ANGLE 2

"Energy now, sleep tonight"

Pairs the two benefits 15% of reviewers already connect on their own.

ANGLE 3

"The 3 PM pick-me-up that actually works"

Time-specific. Speaks to the exact moment they reach for it.

Ad Set 3: Tea Explorers

Existing tea or mate drinkers adding something new to their rotation

19% of reviews (+ 13% mate comparisons). Target: specialty tea, yerba mate, loose leaf interests

High Priority

ANGLE 1

"Mate's American cousin"

Instant context for mate drinkers. Familiar category, new discovery.

ANGLE 2

"Smoother than green tea, bolder than herbal"

Taste positioning for people who already have a tea vocabulary.

ANGLE 3

"The only caffeinated plant grown in America"

Origin story plays strong with tea enthusiasts who care about provenance.

3 audiences × 3 angles = 9 ads. Run for 7-14 days. Winner stays as control, losers get replaced with new challengers.

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