217 days runningEX Program (Truth Initiative)
Quit Vaping with Support
Struggling to quit vaping? Get 24/7 support when you sign up for EX Program for free.
Live since 2026-04-01 · Meta Ad Library
01 · Market X-ray
What the 1% of sleep and mental health brands sell, and what you're leaving on the table.
These are real Meta ads running now from EX Program (Truth Initiative), Calm, Talkiatry and SleepioRx (Big Health). The number on each card is how long it has run. The longest has run 217 days: brands don't keep paying for an ad that long unless it books clients.
217 days running
173 days runningEX Program (Truth Initiative)
Quit with free support
Quit vaping with free, 24/7 support and science-backed tools
Live since 2026-05-15 · Meta Ad Library
63 days runningCalm
Overthinking at 2 AM again? Let's fix that.
🎧 Bilateral stimulation can help you regulate ❌ No matter what you've tried before, EMDR-inspired bilateral audio works differently — on your nervous system itself. 🏆 Experience Calm's Bilateral Stimulation! Trusted by millions worldwide.
Live since 2026-09-02 · Meta Ad Library
63 days runningTalkiatry
Meet your psychiatrist
Mental health care, made easier. Meet with a psychiatrist from home, on your schedule.
Live since 2026-09-02 · Meta Ad Library
61 days runningTalkiatry
Book in 10 minutes
Psychiatry made simple. #sponsored
Live since 2026-09-04 · Meta Ad Library
34 days runningEX Program (Truth Initiative)
Who needs a time machine?
A slip-up doesn't mean you give up. We're here to help you quit--no matter how many tries it takes.
Live since 2026-10-01 · Meta Ad Library
34 days runningCalm
Take the 3-Minute Sound Quiz
🎧 Headphones on. Volume up. Some sounds are designed to help your mind settle, like Alpha Waves, Binaural Beats, and Brown Noise. Take the 3-minute quiz to find the one that fits you.
Live since 2026-10-01 · Meta Ad Library
5 days runningSleepioRx (Big Health)
Meet SleepioRx. Most patients pay $0.*
SleepioRx is digital CBT-I, a first-line treatment for insomnia disorder. Most patients pay $0.*
Live since 2026-10-30 · Meta Ad Library
They sell one door in.
A free 3-minute assessment (SleepioRx). A free quiz, where most Calm ads land. "Get matched in minutes" (Talkiatry). An evaluation from $99 (Outro Health, the taper clinic). One named first step, free or priced, that a stranger can say yes to from an ad.
Your version: Your site ends at "Accepting new clients." and a contact form. You already start from Motivational Interviewing "to determine your readiness to change". That is a first step. It just has no name or price yet.
They sell a number.
SleepioRx promises "tailored, in-depth sleep insights via daily sleep diaries". Outro sells "withdrawal symptom tracking tools". Most Calm ads send people to a 3-minute quiz first. A score or a diary gives someone a reason to book tonight instead of someday.
Your version: Your CBT-I already runs on a number: the sleep diary of bed time, wakefulness in bed and rise time. The Insight Score and the rest gap put that number in front of a stranger before the first visit.
They sell a plan to come back for.
Outro Health: evaluation from $99, then Taper Management at $275 a month ($225 billed quarterly), up to $695 a month. Calm: a free trial that becomes $79.99 a year. Talkiatry: "Keep working with the same psychiatrist to track your progress." The first step sells the plan.
Your version: Your CBT-I is "typically limited to 8 weeks or less", and your taper and quit coaching give "support and accountability" over time. That is already a plan to come back for. It just has no monthly price yet.
| Compared | The leaders | Light Insight today |
|---|---|---|
| Entry offer | Named first step, free or priced: a 3-minute assessment, a quiz, a $99 evaluation | None named. "Accepting new clients." and a contact form (Name / Email / Subject / Message) |
| Headline | One moment, one promise: "Overthinking at 2 AM again?", "Book in 10 minutes", "Quit Vaping with Support" | "Michelle Whitacre, DNP, APRN, PMHNP-BC, MA, R-DMT" (her About heading) |
| Price ladder | Entry step, then a monthly or yearly plan: Outro $99 → $275 → $695/month; Calm $79.99/year | None listed |
| Ads | Same offer, months on end: EX Program's free-support ad has run 217 days; Outro Health has 102 taper ads live | None found in the Meta Ad Library for "Golden Psychiatric Services", "Light Insight", "Light Insight Coaching" or "Michelle Whitacre" |
Source: Meta Ad Library, active US ads, pulled Nov 4, 2026. Light Insight column from amichellewhitacre.wixsite.com.
02 · Your offer, rebuilt
The Light Insight First Light Session: your sleep, habits and next step, mapped in 60 minutes.
Your method is already the best offer in the market: listen, map, support. We gave it a name, a price and a promise, so a stranger can say yes to it from an ad.
The hero offer
The First Light Session
Your sleep, habits and next step, mapped in 60 minutes. Leave with an 8-week plan. Check in at week 8 to see what moved.
- ListenWhere you are and how ready you feel, with Motivational Interviewing.
- Your Insight ScoreYour score in plain words, plus a two-week sleep diary if sleep is the focus.
- Your 8-week planCBT-I for sleep, taper coaching alongside your prescriber, or a quit plan: what to do each week.
- Week-8 check-inCompare the diary and the score. Set the next goal.
$129$39 refundable deposit to book, credited to the session
Proposed pricing, for your review. The 60-minute length is proposed too; your site lists none.
Why it sells
Today a stranger has to call or email to find out what you do and what it costs. A $129 session with a score gives them something they want: a clear picture of what's keeping them up, and a plan.
Why it fills the calendar
A $39 deposit cuts no-shows and pre-qualifies. Your phone line and contact form stay, as the step for people who'd rather talk first.
Why it sells plans
The plan needs weekly sessions, and the week-8 check-in needs eight weeks. The plan client is the person who wants to see their diary and score move.
A plan ladder with a reason to climb
Today your site lists sessions by appointment and no prices or plans, so every client starts from zero. Proposed ladder, for your review:
Sessions by appointment
Today
Your current entry, kept
- Monday–Saturday, by appointment only
- Counseling and coaching, every specialty
- No price listed on your site
Check-in Plan
$149/mo
- 2 sessions a month
- Messaging between sessions
- Score re-check every 8 weeks
Where most First Light Sessions land
8-Week Reset
$349/mo
- Weekly sessions
- Sleep diary review, or your taper or quit plan
- Week-8 check-in
Steady Partner
$549/mo
- Weekly sessions + a mid-week call
- Spiritual and creative-arts coaching
- Priority Saturday times
03 · Try your new funnel
Your client funnel is live. Take it yourself.
A 60-second Insight Score. A few taps, a personal report on the spot, then the First Light Session booked with a refundable deposit. Built in your brand, on your phone, right now.
Listen
Map
Support- 1Ad
- 260-second quiz
- 3Your score + report
- 4First Light booked, $39 deposit
04 · Your ads, ready
Eight statics and three videos. One angle for each buyer.
The adult watching the clock at 2 a.m., the person who suspects a medication “is doing more harm than good”, and the smoker who has quit a hundred times. Each ad sends them to the same quiz.
05 · From first session to plan
Booked, prepared, and back for the week-8 check-in.
Three steps after the booking, each one built.
Before the visit
A pre-visit page for every client
Their score, their requested time, what to bring (a list of current medications, the sleep diary if they've started one), Hattiesburg on a map, and a one-tap reschedule. Texted at booking, 24 hours and 2 hours before. A client who knows what happens next shows up.
Open a sample pre-visit page →In the room
The session-to-plan script
- Listen. “You said sleep was your number one. What would a good week feel like eight weeks from now?”
- Your score. Walk the Insight Score: “Here's where you are. Here's what moves it first.”
- Plan. “To move this in eight weeks, you'd want a session every week, plus your sleep diary.”
- Choice between two plans. “The 8-Week Reset covers exactly that. The Check-in Plan is two sessions a month. Which fits your life right now?”
- Lock the week-8 check-in. Book it before they leave. The session credit applies to month one.
Week 8
The check-in and referral loop
- Weeks 2 and 5: a check-in text with one habit and their next session.
- Week 8: the check-in. Diary and score, side by side. What moved is the reason to keep going.
- Same day: “Who else do you know who's up at 2 a.m.?” A free First Light Session for a friend.
- Then: the next 8-week plan, and the next check-in on the calendar.
06 · The math
What 9 new plan clients a month means.
An example, with the assumptions on the table, so you can swap in your own numbers on the call.
20
First Light Sessions a month
at $129 each · assumption
45%
join a plan
= 9 new plan clients · assumption
$2,741
new monthly revenue
added every month
$127K
annual run rate
after 12 months
Plan clients joining each month (example mix)
3 × Check-in Plan $149$447/mo
5 × 8-Week Reset $349$1,745/mo
1 × Steady Partner $549$549/mo
Proposed plan prices from the ladder above. Assumes 75% of plan clients stay each month.
Recurring revenue as plan clients stack up
Month 6: $9,013/moMonth 12: $10,617/mo
Plus $2,580 a month from the First Light Sessions themselves.
Example numbers. Assumes 20 First Light Sessions a month at $129, 45% joining a plan, the mix shown, and 75% of plan clients staying each month. Not a forecast.