Melody Boselin
Co-founder and CMO of True Healers
Where to hear and read about Melody Boselin1 episode or test
Melody Boselin is co-founder and CMO of True Healers, a marketplace that connects people with vetted healers across 35+ categories. The thing most worth learning from her is that an early-stage brand can build leads, an owned audience and community cheaply through quizzes, email and personal contact with real people.
with email you own them
Early Stage Strategies to Drive App Subscriptions
Melody Boselin: the story and the lessons
1How True Healers turned confused visitors into leads
Boselin saw that 35+ categories left users not knowing where to start. True Healers offers more than 35 categories of healing, so new visitors were unsure which one to pick. The team added a concierge service to solve it.
The concierge service matches each user with a vetted healer.
She built a quiz and made the matches by hand. An email sends users to a web quiz, and the team then matches each person with a healer personally. This kept the test cheap and avoided changes to the app.
The quiz also gave the team a personal way to learn what its audience wanted.
The quiz brought 51 leads in about a month. The leads came from the website, PPC campaigns and the email nurture flow, without much effort.
Boselin's reasoning: "people love being asked about themselves." She compares it to quizzes like "what's my spirit animal" or Hogwarts house.
2Why Boselin builds an owned email list
Boselin treats email as owned reach and social as rented. She says only about 2% of a business's content is seen by its audience on social. Algorithms can change, but an email lands in the inbox.
Her short version: "with email you own them."
An unopened email still adds a brand touch point. Even when it is not opened, the email puts the brand in front of the person and builds trust over time.
3How Boselin builds the True Healers community
Boselin started with a few healers at a time. The team began small and held a weekly Instagram Live, each time with a different healer talking about their specialty. One guest was the hypnotherapist Tasha Love.
The aim was to get healers involved and to build the community, with authenticity both toward the audience and among the healers.
Healers promote the lives to their own followers for free. Featured healers share that they were featured, which brings their audiences over. Guests come back to go deeper into their topics, and the team also runs AMAs, including one with a life coach.
The Instagram Lives produce direct bookings. Boselin reports bookings from the live content alone, so a free community format doubles as a revenue channel.
Her words: "we get bookings just for this Instagram live content."
4Boselin's personal launch outreach
At launch Boselin messaged every follower directly with a discount. At the July launch she told each follower the app was live and included a discount. It brought engagement and good conversions.
It showed there were real people behind the brand: "I messaged every single one of our followers saying hey we're live check us out by the way here's a discount."
She held an in-person event before launch so people could meet the healers. True Healers ran a yoga and full moon ceremony ahead of the launch, which let followers meet the healers in person.
The same philosophy shows in tone: wellness brands should sound real, with casual language and the occasional curse word fine, because followers say that is what they respond to.
Early Stage Strategies to Drive App Subscriptions
Three early stage founders share the scrappy tactics they used to get revenue before they had big budgets: a two-step paywall, email offers outside the app, quizzes, partnerships, and influencer and community work. The standout results are a 16.4% download to trial or purchase rate, 942 activations from one partnership, and almost a million downloads with zero paid ads.
Boselin saw that 35+ categories left users not knowing where to start. True Healers offers more than 35 categories of healing, so new visitors were unsure which one to pick. The team added a concierge service to solve it.
The concierge service matches each user with a vetted healer.
She built a quiz and made the matches by hand. An email sends users to a web quiz, and the team then matches each person with a healer personally. This kept the test cheap and avoided changes to the app.
The quiz also gave the team a personal way to learn what its audience wanted.
The quiz brought 51 leads in about a month. The leads came from the website, PPC campaigns and the email nurture flow, without much effort.
Boselin's reasoning: "people love being asked about themselves." She compares it to quizzes like "what's my spirit animal" or Hogwarts house.
Boselin treats email as owned reach and social as rented. She says only about 2% of a business's content is seen by its audience on social. Algorithms can change, but an email lands in the inbox.
Her short version: "with email you own them."
An unopened email still adds a brand touch point. Even when it is not opened, the email puts the brand in front of the person and builds trust over time.
Boselin started with a few healers at a time. The team began small and held a weekly Instagram Live, each time with a different healer talking about their specialty. One guest was the hypnotherapist Tasha Love.
The aim was to get healers involved and to build the community, with authenticity both toward the audience and among the healers.
Healers promote the lives to their own followers for free. Featured healers share that they were featured, which brings their audiences over. Guests come back to go deeper into their topics, and the team also runs AMAs, including one with a life coach.
The Instagram Lives produce direct bookings. Boselin reports bookings from the live content alone, so a free community format doubles as a revenue channel.
Her words: "we get bookings just for this Instagram live content."
At launch Boselin messaged every follower directly with a discount. At the July launch she told each follower the app was live and included a discount. It brought engagement and good conversions.
It showed there were real people behind the brand: "I messaged every single one of our followers saying hey we're live check us out by the way here's a discount."
She held an in-person event before launch so people could meet the healers. True Healers ran a yoga and full moon ceremony ahead of the launch, which let followers meet the healers in person.
The same philosophy shows in tone: wellness brands should sound real, with casual language and the occasional curse word fine, because followers say that is what they respond to.