The Gap Dietary Supplement Marketing Needs To Fill

If you’re engaging in dietary supplement marketing, there’s a gap within the marketplace that you’re missing. If your competitors knew about this gap it would result is some serious competition for you. And without understanding the marketplace you can’t optimize health products or online dietary supplement businesses.

Your competition might be missing the gap for the same reason you are. Most are not looking at the marketplace at all. 

The common mistake in the direct response health supplement marketing world is that copy is king. Or worse thinking that it’s the job of copywriters to find those opportunities for them. 

Neither is the case. It’s actually the job of the optimizer to find these gaps not just split testing. 

A/B testing is not just about which test wins, it’s about understanding your customer. 

What Is The Gap? 

The gap is the area that’s not being covered in supplement marketing sales letters. It’s the story angles, the hooks, and the point of views that have yet to be uncovered. 

Here’s an example:

L-arginine is a precursor of nitric oxide production in the human body, which is essential to optimal blood flow. 

More nitric oxide means reduced lactic acid which means you can exercise longer to build more mass. If you look at the marketplace you’ll see all of the sales letters talk about it in this way.

Take L-arginine and you’ll be the biggest guy in the gym.

L-arginine can help you gain an extra quarter inch on your biceps.

This is what every L-arginine supplement marketing is saying. Now the gap is in that white space that no one is talking about. It’s that new and interesting angle. And it sounds like this…

Heart problems? If you’re a man over 40 nitric oxide could be the answer you’re looking for.

Prospects are naturally attracted to things they’ve never heard before.

But… How can you find the gap in your marketplace? 

Here’s the exact framework we’ve developed for doing just that. 

In 3 easy steps…

Step 1 – Identify The Quadrants

The first step is to break up the market into a four quadrant model.

Spend some time thinking through what the different quadrants could be for your situation. 

This is the most important step, because it’s within those quadrants that you’ll look for the gap. So, it’s worth exploring several different combinations to get your quadrants right. 

The right set may not be compleatly obvious at first. Think of the quadrants as a different set of lights. Each set exposes a different area of the market and uncovers different potential when it comes to finding gaps.

To get you started thinking about quadrants. Consider the x and y axis as opposites.  

They can be opposite: 

• • • Levels of pain like chronic pain vs. acute pain
    • Market segments like wellness vs. athletic performance
    • Health conditions like no condition vs. a diagnosed condition

There’s lots of room to explore different areas here. And you should take some time to explore several. That’s part of the value in this step. Exploring the market across combinations of opposing sides let’s you see it in different lights. This opens your mind to different gaps that already exist.

Step 2 – Fill In The Quadrants

The second step is to fill in the quadrants. This is where you want to look at competitor sales pages to identify the hooks, emotions and stories they are using. 

Let’s say you’re researching the Arthritis market. One place you can start is with research on book titles on Amazon. This tells you the type of solutions people are seeking out. 

It’s there, that you notice quite a few diet and cookbooks that deal with Arthritis. A dietary solution is more for acute pain so it will go on the bottom of your y axis. 

Next, you’ll read the product descriptions and the reviews to get a sense of what market segment this book is aimed at. After some investigation you come to the conclusion that it’s aimed more towards the wellness side in regards to market segment and place it in the right quadrant.

Placing your findings where they sit among your two axis is a subjective task. You may feel one attribute is closer to the left or more toward the right in a particular quadrant.

Step 3 – Find The Gap

Once you plot out where supplement marketing messages sit amount the quadrants you’ll be able to identify the dense parts and the open unfilled gaps.

Coming at this task a few different times using different x and y quadrants let’s you see the marketplace from several different angles. And thus…uncovering different gaps. 

Once you think you have it all mapped out it pays to do it again with different quadrants.

The Unfair Supplement Marketing Advantage

Gap analysis lets you know where the opportunities exist. 

Without knowing where the gaps are in the marketplace you’re just another me-too product, competing as a commodity. 

But once you identify the areas that are unserved or under utilized from a messaging perspective you can fill that gap. 

Filling the gap with different supplement marketing hooks, unique mechanisms, story leads and more allows your health product to stand out in the crowd.

Discover the 3 funnels that can help your health supplement business succeed.