The first-move card (inside the lid)

FRONT
  YOUR FIRST MOVE
  Tonight, after you brush your teeth:
  two capsules with a glass of water.
  Then leave the jar on your nightstand.

BACK
  Days 1 to 14   [ ][ ][ ][ ][ ][ ][ ][ ][ ][ ][ ][ ][ ][ ]
  Missed a day? Nothing resets. Just pick up again.
  When to judge it: after about [4 weeks]. Not before.
  Questions: [support address]

The plan prompt (order confirmation page)

HEADLINE    One quick thing so it doesn't end up in a drawer.
Q1          When will you first use it?
            ( ) The day it arrives   ( ) Next morning
            ( ) Next evening         ( ) Pick a day: [date]
Q2          Where will you keep it?
            ( ) Bathroom  ( ) Kitchen  ( ) Nightstand  ( ) Gym bag
CONFIRM     Got it. We'll remind you [day], [time of day].
HOLDOUT     Random 20% of orders don't see this block.
STORE       plan_day, plan_place on the customer profile.

The delivery-day email

SUBJECT     Your First Move, Tonight
PREVIEW     one step, two minutes, then leave it by the sink
BODY        It's arrived. Here's the only thing to do first:
            [first move, word for word from the card].
            You said [plan_day], [plan_place]. That's the moment.
            Everything else can wait. We'll send the next step
            in two days.
FOOTER      [Brand, postal address]
            Unsubscribe from these emails: [link]

The plan reminder text (only with SMS consent)

[Brand]: It's [plan_day]. Your first move: [first move,
under 100 characters]. Reply HELP for help. Reply STOP to opt out.

The spaced sequence, from delivery

DAY 0    The first move (card, email, text: same words)
DAY 2    What to expect, and when to judge it
DAY 7    The technique that makes it work
DAY 14   The common problem; missed a day? nothing resets
DAY 28   The first real result; the next way to use it
DAY 50+  Only what's new
TRIGGERS Address change: resend the first move and the card.
         First missed gap: make coming back one tap.
RULE     One job per message. Each tells them the next step.

The use question (ten days after delivery)

Q1   Have you used [product] yet?
     ( ) Yes, the day it came   ( ) Yes, 1 to 3 days after
     ( ) Yes, 4 to 7 days after ( ) Yes, 8 to 14 days after
     ( ) Not yet
IF NOT YET
Q2   What's in the way? (free text)
Q3   When do you plan to start? ( ) Tomorrow ( ) This week ( ) Pick a day
RULES  Ask once. Hold out a random 20% who never get it.
       Read every Q2 answer weekly and sort into the six
       reasons in chapter 4.

The captivity review

WHY THEY STAY        habit / search costs / switching costs, with evidence
WHAT THEY LOSE       each item: built by them, or added by us?
BY LEAVING
ADDED BY US          remove or soften by: [date]   owner:
REORDER CHECK        one tap, same item, price shown?   Y / N
LEAVING CHECK        steps to cancel or pause vs steps to join
RESENTMENT SIGNALS   "trapped," "can't cancel," "tricked," per 1,000
                     orders, this quarter vs last
DOUBLE JEOPARDY      repeat rate vs three peers our size