#4 Cocoa + Natto - Product Announcement Blog
The email
Hey Michael,
To your health,
Antonio
CEO, Black Forest Supplements
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Internal notes · The email, as Juan uploaded it to Klaviyo (Nov 9)where it lives in Klaviyo, what to fix before it sends, GlockApps
Juan’s template in Klaviyo (campaign “#4 CocoaNatto - Product Announcement Blog”, 01M6RMHHFGCS08ZY67487F82HY, template UWEfq4, status Draft; read Nov 9, 9:20 PM ET). Shown as it sends: the team’s announcement banner, “Hey Michael,” as live text, the body image, the sign-off as live text, the Veterans Day P.S. image, the warning image. Every image links to the store article.
- 1,000 mg: the body says “Cocoa flavanols & flavonoids, 1,000 mg a serving”. The banner’s bottle, Tuesday’s text and every later send say 1,200 mg (Juan, Nov 9: 1,200 mg everywhere).
- “Wednesday I’ll tell you the price”: there is no Wednesday send; the price first appears in 05 on Thursday.
- “The early-access list gets in on Thursday”: 05 (Thursday, approved) opens the sale Friday 11 AM ET for everyone; only the veterans’ 70% comes a day early.
- Subject: “It's here, Michael!” in Klaviyo (the pair approved earlier on Nov 9 was “Here it is,” / “This is for you,”).
- Link: the store article, hidden since 6:12 PM ET Nov 9 (404 at 9:15 PM ET).
- GlockApps on this template (TaLCu9, same content), Nov 9 5:54 PM ET: 74.7% and 78.0% inbox on the two subject runs; Gmail 15 of 16 in Promotions both times; spam sits in Outlook (5-7 of 8) and Hotmail (3-4 of 6).
- No FDA line in the template; the banner’s “*” points to one. The footer still carries
{{GLOCKAPPS_ID}}from the seed copy (Klaviyo prints nothing for it).
Rating · The email, as Juan uploaded it to Klaviyo (Nov 9)Juan’s template · not re-rated
Juan’s template. Not re-rated: ask for a rating and it gets the five criteria, with live comparables for criterion 5.
The texts
Tuesday’s text, as sent · MMS
SuperCocoa™ Blood Flow Capsules:
- 10,800 FU nattokinase
- 1,200 mg cocoa flavanols & flavonoids
Per serving, in one formula.
We'll reach out Thursday.
See what's inside and why 👇
https://blackforestsupplements.com/blogs/noticias/the-checkup-scandal-two-places-your-checkup-never-looks
Sent Tue Nov 10, 11:00 AM ET to 90,275 (87,394 delivered). Every text billed as an MMS: 4.07 units a person (4.024 in the US, 6.67 in Canada; measured, billing log), about $2,399 at Klaviyo’s quoted rate ($0.0081 a US SMS segment, so $0.0263 a US MMS).
Attributed so far: $4,503 from 65 orders, $0.052 a recipient (read Nov 11, 6:40 PM ET; settles about Nov 15). At a 54.9% margin (assumed) that is $2,472, about what the text cost.
Cost-efficient SMS · proposed for Thu Nov 12
50% off, only 2,000 bottles.
Set your reminder:
https://supercocoa.blackforestsupplements.com/remind
One segment, no image: 1.27 units a person instead of 4.07. “Black Forest: Michael, …” is 156 characters of plain text (the limit is 160). Priced on every real name from Tuesday’s send, 99.0% fit one segment; long names take two.
Sends Thu Nov 12: “tomorrow” is only true that day. The link opens the reminder page, where “Remind me at launch” leads to Google, Apple and Outlook buttons that put Friday 11 AM ET in their calendar. Slot 05’s approved MMS goes the same day: send this instead, or split the list 50/50.
| Version | Units a person | This send | vs as sent |
|---|---|---|---|
| MMS with an image (Tuesday’s send) (measured) | 4.07 | $2,399 | – |
| Tuesday’s words as plain SMS, no emoji or ™ (calculated) | 2.52 | $1,484 | −38% |
| This text: one segment (calculated) | 1.27 | $749 | −69% |
It costs about $1,649 less than an MMS to the same list. Tuesday’s MMS earned $2,472 in margin on $4,503 attributed (read Nov 11, 6:40 PM ET), so this text matches an MMS’s profit if it keeps 33% of its sales. Whether it does is untested.
Rating · Cost-efficient SMS · proposed for Thu Nov 127.5 · 7.5 · 7 · 7 · 4 (launch-tomorrow texts)
| Criterion | Score | Why |
|---|---|---|
| 1 · Soap Opera Sequence | 7.5/10 | The launch-tomorrow beat, on the same facts as 05’s approved MMS: tomorrow 11 AM ET, 50% off, 2,000 bottles. |
| 2 · Hook / Story / Offer | 7.5/10 | TOMORROW and the hour lead line one; the offer and the cap get a line of their own. |
| 3 · The 3 Closes | 7.0/10 | Time (tomorrow, 11 AM) and scarcity (2,000 bottles). The Military Outreach pledge does not fit; it sits under the countdown on the page. |
| 4 · BFS SMS house style | 7.0/10 | Fallback first name, a blank line between beats, the CTA naming the action the page delivers, the link alone on the last line. No emoji on purpose. |
| 5 · Antonio’s RPR scale | 4.0/10 | Comparables (read Nov 3): launch-tomorrow texts are the weakest class, Protein Coffee #5 $0.049 and BSO #8 $0.039. That is the case for the cheaper format here. |
What it gives up
The image, the emoji and ™, both amounts (on the page) and the Military Outreach line (under the page’s countdown). One emoji or ™ turns the whole text into Unicode, which holds 70 characters a segment instead of 160: this text would bill 3 segments.
To build it in Klaviyo
Plain SMS, no media. Keep Shorten links on: the store URL alone is 103 characters, the short link 22. Keep the org prefix on (“Black Forest: ” is counted above). Link to supercocoa.blackforestsupplements.com/remind: the bare domain opens this internal hub.
The blog, draft10 sections, the first line of each; the full draft is live
Working title: The Checkup Scandal: Two Places Your Checkup Never Looks
Draft: read the full article. 1,876 words, 10 sections, 7 images (the bottle shot and the VIP banner wait for the label), three join boxes to /pages/be-first (cn-04-meet, cn-04-dose, cn-04), FAQ, comment prompt, one-sentence disclaimer. Structure = “The Microclot Scandal” (natto #4) with Introducing moved to section two (Antonio): the scandal in about 80 words with Dianna’s comment from blog 01, Introducing, the two places, why the shelf stayed split, each ingredient under What researchers measure / What the research shows / The amount, the warning, mission, FAQ, be the first. Claims: structure/function only, checked line by line against Matías’s claims audit (Oct 14). No guarantee block: the live refund policy covers unopened orders within 30 days, so the precedents’ “risk-free” block would overstate it.
| Act | What it does, and what binds it |
|---|---|
| The Scandal | In a UCLA study of 136,905 hospitalizations for heart disease, almost half the patients had an LDL under 100, the level their guidelines called optimal. ( The full story is here. ) |
| Introducing SuperCocoa™ Blood Flow Capsules | Built for the two things no checkup measures. |
| The Science Is There. The Checkup Isn’t. | The wall. Your arteries are lined with a layer one cell thick that tells them when to open. Dr. Robert Furchgott found that signal in 1980 and shared the Nobel Prize for it in 1998. It fades as the years go by. |
| Why the Shelf Stayed Split in Two | Nobody can patent a bean. Nobody can patent an enzyme from a thousand-year-old breakfast. So nobody had a reason to put the two on one label. |
| Cocoa Flavanols and Flavonoids, 1,200 mg: For the Wall | Flavanols are the compounds that put cocoa on the map in circulation research. The story starts on a string of islands off Panama. |
| Nattokinase, 10,800 FU: For Blood That Flows Freely | Japan’s death rate from cardiovascular disease runs at about half of ours. And every morning in Japan, millions of people eat a bowl of natto: soybeans fermented until they turn sticky and strong-smelling, served over rice. Families have ea… |
| Who Should Talk to a Doctor First | Nattokinase isn’t for everyone. |
| Why We Built It | Nobody in the system gets paid when your body does the work on its own. So we built it. |
| Frequently Asked Questions | Two capsules, with your morning coffee: 10,800 FU of nattokinase, and 1,200 mg of cocoa flavanols and flavonoids. Both amounts are on the label. |
| Be the First | This is a founding run: 2,000 bottles. SuperCocoa™ Blood Flow Capsules opens Friday at 11 AM ET, and the early access list gets in Thursday, a day before everyone else. Wednesday, we’ll share the price. |
Sources, each opened and read this session
- Sachdeva A et al. Lipid levels in patients hospitalized with coronary artery disease. Am Heart J 2009;157:111-117 (UCLA)
- Furchgott RF, Zawadzki JV. The obligatory role of endothelial cells in the relaxation of arterial smooth muscle by acetylcholine. Nature 1980;288:373-376
- Taddei S et al. Age-related reduction of NO availability and oxidative stress in humans. Hypertension 2001;38:274-279
- Hollenberg NK et al. Aging, acculturation, salt intake, and hypertension in the Kuna of Panama. Hypertension 1997;29:171-176
- McCullough ML et al. Hypertension, the Kuna, and the epidemiology of flavanols. J Cardiovasc Pharmacol 2006;47 Suppl 2:S103-S109
- Sansone R et al. Methylxanthines enhance the effects of cocoa flavanols on cardiovascular function: randomized, double-masked controlled studies. Am J Clin Nutr 2017;105:352-360 (University of Duesseldorf; two Mars Inc. co-authors, disclosed)
- Miller KB et al. Impact of alkalization on the antioxidant and flavanol content of commercial cocoa powders. J Agric Food Chem 2008;56:8527-8533
- Fisher ND, Hughes M, Gerhard-Herman M, Hollenberg NK. Flavanol-rich cocoa induces nitric-oxide-dependent vasodilation in healthy humans. J Hypertens 2003;21:2281-2286
- GBD 2019 Cardiovascular Diseases Collaborators. Global burden of cardiovascular diseases and risk factors, 1990-2019. J Am Coll Cardiol 2020
- Sumi H et al. A novel fibrinolytic enzyme (nattokinase) in the vegetable cheese Natto. Experientia 1987;43:1110-1111
- Sumi H et al. Enhancement of the fibrinolytic activity in plasma by oral administration of nattokinase. Acta Haematol 1990;84:139-143
- Hsia CH et al. Nattokinase decreases plasma levels of fibrinogen, factor VII, and factor VIII in human subjects. Nutr Res 2009;29:190-196
- Kurosawa Y et al. A single-dose of oral nattokinase potentiates thrombolysis and anti-coagulation profiles. Sci Rep 2015;5:11601 (Ritsumeikan University)
- Hodis HN et al. Nattokinase atherothrombotic prevention study: a randomized controlled trial. Clin Hemorheol Microcirc 2021;78:339-353 (University of Southern California)
- Kim JY et al. Effects of nattokinase on blood pressure: a randomized, controlled trial. Hypertens Res 2008;31:1583-1588
- Chen H et al. Effective management of atherosclerosis progress and hyperlipidemia with nattokinase: a clinical study with 1,062 participants. Front Cardiovasc Med 2022;9:964977 (retrospective; tablets from the manufacturer that employs five authors)
Statusemail = Juan's template in Klaviyo (draft); text sent Tue Nov 10, 11:00 AM ET as an MMS; a one-segment SMS version is proposed; the blog both link to is hidden on the store; the body says 1,000 mg
The send, and what it exploresthe reveal: SuperCocoa™ named, both amounts, two capsules with the morning coffee; the veterans' 70% card
Subject (in Klaviyo, Nov 9): “It's here, {first_name}!”
The email is Juan’s template in Klaviyo (draft, read Nov 9, 9:20 PM ET): the announcement banner (AVAILABLE FRIDAY, NOV 13), “Introducing: SuperCocoa™ Blood Flow Capsules (opens Friday, Nov 13)”, the two things no checkup measures, Japan’s number with the honesty beat, a 2,000-bottle founding run, and a Veterans Day P.S.: 70% off for anyone who served, by reply with their branch.
Before it sends: the body says 1,000 mg cocoa flavanols & flavonoids, while the banner’s bottle, Tuesday’s text and every later send say 1,200 mg; “Wednesday I’ll tell you the price” has no Wednesday send; the store article both the email and the text link to is hidden (404).
The text (01M6RS8KNH3EJSWAKEKMFCAWDM) sent Tue Nov 10, 11:00 AM ET as an MMS. Beside it, a cost-efficient SMS for Thursday: one segment, no image, asking them to set a reminder for Friday’s 11 AM launch.
Research brief & gatesthe research, and what it is not allowed to say
Product named, first time. The combination said for the first time; the doses exactly as canon prints them (10,800 FU; 1,200 mg cocoa flavanols and flavonoids, 600 mg of each, as the label prints it; no citrulline: eliminated from the formula Oct 28); no price, no offer (slot 05 names the offer). Open on canon and blocking this slot: the option, the name, the label, new SKU or reformulation.
The answer to the arc
Slots 01–03 opened the clearance nobody measures, taught the system, and named the finding. The reveal answers with both amounts on one label: 1,200 mg cocoa flavanols and flavonoids (600 mg of each) and 10,800 FU nattokinase per serving. Dosage only (Juan, Nov 6): every line speaks in dosage per serving, never in format or preparation. No absorption claim, no 'reaches your bloodstream', until a document says how.
What it may not do
Borrow the 4-in-1's serrapeptase, lumbrokinase or K2 story (not in this formula). Describe a format or any preparation. Attack the 4-in-1 (same house, both stay on sale).
Precedent
Natto #4 Microclot $0.164 (12 comments/100k) · BSO #4 $0.120 · NMN #4 $0.319 · coffee reveal $0.069 (the trough: a reveal that is only an announcement does not earn). The mechanism half is what earns.
The shipped precedent, as delivered (natto #4, May 26, $0.164, the arc's best value)
Banner: the label (10,800 FU, 4-in-1, the three co-actives). Body: “Heart disease kills someone in this country every 33 seconds. … Most of it traces back to one thing they don't screen for: silent vessel buildup. Tiny fragments of old fibrin and cell debris, circulating silently in your blood. … Like sediment in a fuel line. … By 50, most of us have it. After 30, your body produces less of the enzymes that handle it. Every year. The buildup is silent. The clock isn't. Japan has HALF our cardiovascular mortality. Same wealth. Same hospitals. Half. The difference: every adult there eats fermented soybeans daily. … That stack didn't exist in a single US bottle. Until today.” Then the four actives as bullets, “Built by the team that sued the FDA over the 2022 NMN ban. And won. Nobody in the system gets paid when your body does the work on its own. So we built it. For the hearts we still have.” The blog (2,429 words): the scandal → the science is settled, the system isn't → the product → one section per active → “what happens when you take one capsule” → the mission → founding-batch pricing locks for 48 hours. ⚠️ Its enteric-coating section (“the coating gets the enzyme past stomach acid”) is the line this formula must not contradict.
- Every number from a primary source, fetched and read, before it reaches copy.
- Never 'dissolves clots', 'blood thinner', 'clears plaque', 'lowers blood pressure', organ repair, 'FDA approved'.
- Never attack cocoa, natto, the enzyme or doctors; attack hidden FU counts, dutched cocoa, no heavy-metal test.
- No supplier names, no manufacturing details, no COGS.
- No em dashes. Alt text five words or fewer. GlockApps preflight before scheduling.
Imagery direction & referencesreferences, thumbnails and swipe fuel
The product and the label, every number readable at arm's length. No preparation or serving format in any image. Precedent as delivered: natto #4 email and the Microclot blog (2,429 words, campaigns/nattokinase-launch/blog-the-microclot-scandal.md). Label artwork pending.
Shelf check: why not “nobody has put both”the competitor read behind the claim
Pricing lane, 39 products, read Oct 27 (_research/pricing/pricing.md): MAÏA “Blood Pressure Protocol” = cacao plus 5,000 FU nattokinase as two separate products ($49 per 30-day refill); Toku Flow Chocolate = 10,800 FU nattokinase with K2 and oat beta-glucan, cocoa as a flavor, no flavanol amount ($59.99 / 30); three Amazon lookalikes print no FU. So “nobody has put both” is false; “none of the 39 printed a flavanol amount and 10,800 FU on the same label” is what the data supports. Re-check the shelf the week of the send.
Before the storecompliance read, waiting items, source notes
Compliance read before it goes on the store. For the reviewer: (1) the UCLA heart-disease figure and Dianna’s heart-attack comment sit in The Scandal, one section before the product; (2) the Kuna blood-pressure observation in The Science Is There; (3) the approved email’s lines reused verbatim (fibrin “after 50”, nitric oxide, “didn’t exist in a single US bottle”, “So we built it”); (4) the dose lead (the best-known studies and most bottles at 2,000 FU, 10,800 FU on this label) and Chen 2022 as a “track record” with “no noticeable adverse effects”. The article sells: no study limits, null trials or author disclosures (Juan, Nov 9: “we’re selling a product, not writing a hit-piece on it”); the doctor section keeps the warnings. Each is reframed to keep the product to structure/function lines (Juan, Nov 9: keep them, reframe them safely). Not in the copy: “Nattokinase affects how your blood clots”, COSMOS’s 27% figure, the diastolic drop, “for what forms inside” as a product line, “where heart attacks start” in the title, clot imagery.
Waiting: the bottle shot and the VIP banner (the label); per-serving count, timing and food (the label; copy is dosage only until then); the 4-in-1 FAQ answer (Juan: both would be 21,600 FU); Antonio’s founder sentence (email and blog); the store URL for the email CTA and the text (after the compliance read); GlockApps on both subjects with the wrapper (after the Klaviyo build).
Sources: “1980” for Sumi comes from our natto #3 blog (Chicago, 1980), not a primary paper; the paper is 1987. The second 600 mg is worded as the live listing words it (“600mg of flavanols plus 600mg of high-purity flavonoids”, read Nov 9); re-read the new label. Dianna’s comment: blog 01, Hyvor comment 38051859, quoted verbatim.