Supplement Marketing for Scaling DTC Brands

Епизоди

• 
  The Refund Problem Nobody Talks About 21.09.2026 17мин

  "Send me a text" What Decide Whether a Customer Keeps Your Supplement or Sends It Back? Your refund rate is a marketing metric wearing a customer service hat. Most supplement founders treat refunds and chargebacks as a back-end problem to manage with a good support team and a clear return policy. But most of your refunds are decided long before the customer ever asks for one. They're decided at the moment of the sale, by the exact words you used to make it. In this episode, I break down why y...
• 
  Supplement Brand Innovation Models : Five Ways to Win a Crowded Category 14.09.2026 18мин

  "Send me a text" Most supplement founders think innovation means finding a gap nobody's filled. But an empty space in the market is usually empty for a reason. The brands that innovate well do the opposite. They find a category that's already winning and pick a smart angle onto it. In this episode, I walk through five ways to do that, ranked from least defensible to most. Product innovation and the delivery-system trap everyone runs to first. Formulation expansion and the claims arms race it ...
• 
  Retention Isn't an Email Problem For Supplement Brands 31.08.2026 35мин

  "Send me a text" Retention isn't an email problem. In supplements it's a full funnel problem, and I'll show you why. In this episode I discuss the payback period problem in supplements. The reorder gets decided long before anyone sends a retention email. I break down what's really happening in your customer's head around day thirty, why the first sale needs all four supplement buying forces but the second one runs on hope and belief, and five changes that shorten payback. Four of them happen ...
• 
  The Next Supplement Wave Pt 7: Pick an Edge or Die in the Middle 24.08.2026 19мин

  "Send me a text" The finale. Six episodes studying the brands winning right now, all pointed at the only question that matters for your business. What's coming next, and how do you get in front of it. I make five real predictions. Generic education dies while owned education becomes a moat. Personalization jumps from the three-minute quiz to your actual bloodwork, and whoever scales that builds the next giant. Discovery moves to AI recommendation, which makes generic brands invisible an...
• 
  The Next Supplement Wave Pt 6: Borrowed Trust vs. Owned Trust: The Needed Playbook 17.08.2026 19мин

  "Send me a text" Most supplement brands borrow their trust. A doctor on the site, someone else's ingredient study, the same certifications every competitor has. Needed didn't borrow. They ran their own clinical study, on their own product, to prove their own claim. And they used it to win the hardest buyer in the entire industry, the pregnant woman. That's Needed, as in the word. Find them at thisisneeded.com. In this episode: Why borrowed trust is fragile, and owned trust is the real moatHow...
• 
  The Next Supplement Wave Pt 5: How Seed Turned One Product Into a Moat 10.08.2026 18мин

  "Send me a text" In this episode, I break down the difference between education that commoditizes you and education that makes you the only reasonable choice, using Seed as the example. How they teach the market why most probiotics fail instead of why probiotics are good, so their education disqualifies the competition instead of growing the category. How they own the language of quality so every comparison quietly tilts in their favor. And how Seed University turned thousands of...
• 
  The Next Supplement Wave Pt 4: How Mars Men Hit $100 Million in 18 Months 03.08.2026 20мин

  "Send me a text" The last two brands in this series won on lifestyle, identity, and belief. Soft, cultural, aspirational stuff. This one wins on the total opposite. Mars Men went from bootstrapped to a hundred million dollar revenue run rate in under eighteen months, profitably, serving over four hundred thousand customers. In this episode, I break down why the problem you choose to build around determines how hard your marketing has to work, and the difference between a low-intent prob...
• 
  The Next Supplement Wave Pt 3: How Primal Queen Sells 27.07.2026 19мин

  "Send me a text" Primal Queen is scaling fast, with women buying it on subscription and staying. So how do they do it? In this episode, I break down the single most underrated move in supplement marketing, which is riding a belief you didn't have to build. Primal Queen didn't create the ancestral nutrition movement. They found a belief that already had momentum and built the product for the people who already held it. I get into why changing what someone believes is the most...
• 
  The Next Supplement Wave Pt 2: How Arrae Out-Positioned an Entire Category 20.07.2026 22мин

  "Send me a text" There's a brand in the women's wellness space whose tagline is worth more than their entire formula. Not because the formula is bad, but because the words are doing more of the selling than the ingredients are. The brand is Arrae, the line is targeted supplements for life's unsexy problems, and that brand went from nothing to nine figures in one of the most crowded corners of the entire supplement world. In this episode, I break that line down piece by piece...
• 
  Supplement Wave Pt 1: The Shift 13.07.2026 16мин

  "Send me a text" The last wave of supplement brands already won. OLLY, Goli, AG1, Grüns, IM8. In this episode, I kick off a new series that looks forward instead of backward, at the brands scaling right now, before their exit moment. I make the case that the next wave isn't winning on format innovation at all. It's winning on positioning and specificity. And I give you the three buckets these breakout brands sort into, so you can figure out which one you're actually in. Plus...
• 
  Wrapping Up What The Supplement Winners Got Right Series Pt 6 06.07.2026 17мин

  "Send me a text" In this episode, I take everything from the series 9What Winners Got Right) and turn it into a diagnostic you can run on your own marketing. I show you how every winning brand led with one force and aligned the rest behind it, why scattered forces are the real reason most conversion rates are stuck, and how to read your own data so the numbers point you straight to your weakest force. Learn more about The Supplement Business Accelerator Group at https://creativet...
• 
  How IM8 Built a $10 Million a Month Brand: What the Winners Got Right Series Pt 5 29.06.2026 19мин

  "Send me a text" I usually tell supplement founders that leading with science is the wrong move, because science only speaks to half of the buying decision. So why is a brand that leads with science harder than almost anyone winning at a level this industry has rarely seen? IM8, co-founded by David Beckham, went from launch to roughly ten million dollars a month in its first year. Everyone credits the celebrity. But celebrity gets you attention, not three hundred and fifty thousand cust...
• 
  Why Grüns Sold to Unilever for a Billion Dollars in Under Three Years: What the Winners Got Right Series Pt 4 22.06.2026 18мин

  "Send me a text" Grüns went from launch to a reported billion dollar exit in under three years when Unilever acquired them in 2026. Everyone credits the gummy. People don't like chugging green powder, so Grüns made it taste good and easy, and that was that. But if the whole thing were just gummies and taste, any competitor could copy the format and win. Plenty have tried. The gummy is the visible part. The thing underneath it, the part that is actually hard to copy, is what this e...
• 
  The Secret AG1 Playbook: What the Winners Got Right Series Pt 3 15.06.2026 19мин

  "Send me a text" You can't change a deep core belief. Argue with it and you lose, every time, because the pulling force is too strong. But you can do something else, and the brand in this episode did it better than almost anyone in the history of the category. AG1 built a six hundred million dollar a year business on a single product by reframing what a healthy person believes about their own supplement routine. Instead of selling one more thing to add to the stack, they replaced ...
• 
  What OLLY, SmartyPants, and Goli Actually Got Right: What the Winners Got Right Series Pt 2 08.06.2026 23мин

  "Send me a text" Most supplement brands spend their marketing budget trying to create desire. But here's the problem with that. The desire is already there. Your prospect already wants better sleep, more energy, a healthier gut. They've wanted it for a long time. So if the desire exists and they're still not buying, the question isn't how do you make them want it more. The question is what's killing the desire they already have. In this episode, I'll break down the one insight behind th...
• 
  What the Supplement Industry Is Getting Wrong About Why Brands Win: What the Winners Got Right Series Pt 1 31.05.2026 22мин

  "Send me a text" Grüns went from founding to a Unilever acquisition in three years. IM8 grew from $600,000 a month to $6.6 million a month in nine months. The industry press says it's about gummies, greens, celebrity co-founders, and hot trends. That's the surface story. In this episode, we kick off a new mini-series by laying out the real pattern underneath these exits and what it means for supplement brands doing $500K to $20M a year. The brands commanding the biggest valuation...
• 
  The Counterintuitive Win How Adding Friction Drove Another 31% in Subscription Sales 03.05.2026 20мин

  "Send me a text" Every best practice tells you to reduce friction. We added a step to a subscription offer page. Subscriptions jumped 31.26%. This is the follow-up on the Human SuperBeets test from last episode. Same brand, same page, same traffic. Stacked on top of the 23.53% win from Test 1, this second test added another seventy-seven thousand dollars in subscription revenue pushing the combined impact of these two tests to roughly $280,000 on a single landing page. If your supplement subs...
• 
  The $200K A/B Test: Case Study How One Section Added 23% to Subscriptions for a Well Known Supplement Brand 26.04.2026 19мин

  "Send me a text" One section above the offer block. Subscription sales up 23.53%. Over $200,000 in additional subscription revenue The brand was Human, Inc. 5000, SuperBeets nitric oxide drink. Their internal CRO team had spent months running the obvious offer-block tests trying to move subscription take rate. Nothing moved. The win wasn't at the decision point. It was upstream of it. This episode is a breakdown of the exact section we added. I read the headline, the four annotated lines carr...
• 
  Amazon vs. D2C for Supplement Brands 19.04.2026 37мин

  "Send me a text" Every supplement brand hits this crossroads: Amazon or direct-to-consumer? In this episode, I think through: Why Amazon only lets you leverage 2 of the 4 supplement buying forces (and which ones)The real economics: DTC vs AmazonWhen Amazon actually makes MORE sense than DTC (yes, there are use cases)A 3-tier product architecture framework for strategically using both channelsWhether you're just starting out, doing $500K annually, or pushing past $5M, this episode will ...
• 
  How to Sell Without Looking Like You're Selling 12.04.2026 32мин

  "Send me a text" In this episode, I break down the advertorial formula that triples conversion rates on interruption-based traffic. You'll learn the four advertorial formats that work for supplements exactly how the 4 supplement buying forces sequence differently when you're selling through content instead of persuasion, and where advertorials win versus where traditional sales pages crush it. If you're burning cash on Facebook or native traffic that won't convert, this episode will cha...