A Bitcoin Policy Institute survey found the longstanding “digital gold” pitch for bitcoin ranked last in nationwide message testing among ordinary Americans, with many respondents reporting confusion. The most effective messages instead focused on personal control, past performance, and safety and convenience, while stressing that investors can choose their own allocation size, even as little as $10. Among the “persuadable middle,” which made up 52% of respondents, exposure to 19 messages reduced the share that was completely uninterested in bitcoin from 39% to 32%, while the share that was very interested increased from 19% to 24%. The study also found that personal financial advisors, retirement planning experts, and friends or family members who already own bitcoin were the most trusted messengers, while celebrities and influencers ranked last. The findings suggest exchanges and ETF providers may gain more traction by highlighting familiar user experiences and small allocations rather than framing bitcoin through a broader monetary philosophy.