Hey, it’s Jayde from the High Conversions newsletter.

Yeah, tough week for the industry

How do you kill a $28B industry in a single weekend?

You don't do it in the light of day. You slip its execution into a "must-pass" bill to end a 41-day government shutdown.

This isn't just a "hemp ban." It's a textbook "Bootlegger & Baptist" takedown.
The "Bootleggers" (Big Alcohol & Big Cannabis) want to kill their #1 competitor.

The "Baptists" (Public Safety Groups) provide the political cover.

The "Poison Pill" is the 0.4mg per container cap. It's written to sound like it only targets "intoxicating" products, but it's so low it will wipe out the entire non-intoxicating, full-spectrum CBD market.

One thing is for sure - consumers want these hemp products, as Target and Total Wine & More and Circle K can attest to. And the general demise of the alcohol industry…

And you know who else is consuming these products? Veterans. “Hemp” products were their only avenue / they can’t walk into medical dispensary (yet).

Based on the wording in the bill, looks like we’ll have 365 days.

The next 365 days are about focusing as hard as possible on three things.
New customer acquisition first.
Scaling second.
Pivoting third, if your business is affected or will be affected.

Let me explain why.

The fact is that demand has not gone anywhere. If anything, it has increased. We are all seeing it in real time. Sales are still climbing. Retailers are still expanding their shelves. Customers are still choosing hemp products over alcohol, over OTC sleep aids, over energy drinks, and over whatever “safe alternative” the lobbyists try to push.

Business goes on. It always has.

And since being involved with hemp in 2017 and 2018, I have personally watched this industry pivot multiple times.
Delta 8. Delta 10. THCP. Farm Bill cracks. FDA confusion. State-level chaos.
Every time the rules changed, the operators who survived were the ones who stayed focused on the same simple fundamentals.

Acquire. Scale. Pivot when needed.

Even now this does not change.

Here is what this next chapter looks like for operators who want to stay in the game:

1. Drive new customer acquisition like your life depends on it
You need net new buyers flowing in every single week.
Email. SMS. Paid ads. Retail expansion. Affiliates. Bundles. Trials.
Your number one job is volume. The brands with the largest first-party databases will have the most leverage going into whatever comes next.

2. Scale what already works instead of reinventing the wheel
If your gummies convert, send them traffic.
If your vapes convert, push that SKU (for now…while you can outside of Texas ofc)
If your mushroom extensions are growing, keep feeding them.
You scale the winners so you can stack cash. You need margins and liquidity in case rules shift.

3. Pivot.
If regulation hits your product category, you adjust the lineup.
If a specific cannabinoid becomes restricted, you reformulate.
If a state changes its rules, you redirect your paid traffic.
You pivot when the data forces you to, not when fear forces you to.

That is how you stay alive in an expensive, fast-moving, politically targeted space.

The industry has survived every hit so far.
It will survive this one too.

But the next 365 days will separate the operators who get sharper from the ones who freeze.

You choose which one you want to be.

More to come.

If you’re a smart operator looking to scale, book in a free-strategy call → https://www.mailzy.ai/