{"id":3603,"date":"2021-08-17T08:08:00","date_gmt":"2021-08-17T12:08:00","guid":{"rendered":"http:\/\/creativethirst.com\/blog\/?p=3603"},"modified":"2021-06-16T09:21:51","modified_gmt":"2021-06-16T13:21:51","slug":"health-affinity","status":"publish","type":"post","link":"https:\/\/creativethirst.com\/blog\/health-affinity\/","title":{"rendered":"Does Health Affinity Effect Supplement Sales?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Not all health supplement buyers have the same affinity towards health.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Moreover, they are not motivated by same messaging.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">otivated by same messaging.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s not surprising, people are different.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And people buy health supplements differently.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Yet, most health copywriters use one message that has the broadest appeal in order to convert browsers into buyers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Selling to everyone in the exact same way is a recipe for low sales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What appeals to an extremely health conscious person does not appeal to someone with a lower affinity towards health.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Broadly speaking people either have a high health affinity or a low health affinity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What is Health Affinity?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">People with a high health affinity tend to take several different kinds of vitamins and supplements.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There may be a dozen supplement bottles in their kitchen cabinet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Of which, they take everyday.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They are typically more active and health conscious.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They are more knowledgeable about supplements compared to the low health affinity group.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The low and high groups also have different beliefs when it comes to health and supplements.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And each group behaves differently when it comes to buying and taking supplements.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The high affinity group is motivated by evidence based claims and information on clinical trials.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While that\u2019s not a buying motivator for the low affinity group at all.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The low affinity group is motivated by a simpler message.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A message like \u201cAll The Nutrients and Vitamins a Body Needs\u201d will resonate a lot more with the low affinity group.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Why?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because, the low affinity group knows less about supplements.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Their <a href=\"https:\/\/creativethirst.com\/blog\/marketplace-sophistication-awareness-grid\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketplace sophistication<\/a> is low.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They are a different type of buyer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And more importantly, they don\u2019t have the same desire to go as deep into learning as much about supplements as the high affinity group.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What works for selling supplements to one group does not work for another.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So the exact same marketing message of \u201cAll The Nutrients and Vitamins a Body Needs\u201d to the higher affinity group is meaningless.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In fact it will compleatly turn away the high affinity group.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Resulting in a lost sale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The match of market affinity to the message affects conversion rate, but what about price?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Could Health Affinity Also Be Related to Price?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Affinity is not only an indicator of what messaging influences a sale but also each groups willingness to buy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">More specifically the amount they are willing to spend.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The high affinity group is willing to spend more than the low affinity group.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So a supplement bottle priced at $59 is more likely to sell to a high health affinity person.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whereas that price point is too high for low affinity person.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For the low affinity person, you need more marketing strength to support the value of the product in order to get them to buy at the $39 &#8211; $67+ price range.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Beyond affinity, gender also plays a factor in price acceptance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, women are willing to spend more on supplements than men regardless of affinity level.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Which is why the sweet spot for the dietary supplement market always targets women over men.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With the exception of specific male niches.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion &nbsp;<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">How you market supplements, through messaging and price, does influence a sale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you can target a specific group based on affinity, you\u2019ll have a higher chance of getting the sale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, when people think of targeting they only think ad set targeting.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">More broadly, targeting generally aimed at women 45+ for supplement ads.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But targeting needs to be built into the marketing messaging.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A marketing message that speaks to the prospects affinity towards health.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">People with a lower health affinity are motivated to buy with a simpler message.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A prospect with a higher affinity towards health wants more detailed information in order to buy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There is cross over between the two groups however.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Certain messaging does appeal to both.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, Vegan friendly and Non-GMO are appealing to both low and high health affinity groups.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So when designing your marketing strategy, including positioning, copy and price, don\u2019t discount the affinity towards health of the market you\u2019re going after.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"375\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/revenue-ceiling-250.jpg\" alt=\"\" class=\"wp-image-5168\" style=\"width:190px;height:auto\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/revenue-ceiling-250.jpg 250w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/revenue-ceiling-250-200x300.jpg 200w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>Breakthrough The Supplement Revenue Ceiling<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This diagnostic reveals the specific bottlenecks limiting your supplement brand&#8217;s revenue growth and provides a clear optimization pathway for breakthrough.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-63375db1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button aligncenter is-style-fill\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/creativethirst.newzenler.com\/f\/break-through-the-supplement-revenue-ceiling-1\">GET YOUR DIAGNOSTIC<\/a><\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-4fc3f8e1 wp-block-group-is-layout-flex\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/hsbm.buzzsprout.com\"><img loading=\"lazy\" decoding=\"async\" width=\"392\" height=\"380\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/health-supplement-mastery-podcast-logo.png\" alt=\"Health Supplement Business Mastery Podcast\" class=\"wp-image-4566\" style=\"width:194px;height:auto\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/health-supplement-mastery-podcast-logo.png 392w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/health-supplement-mastery-podcast-logo-300x291.png 300w\" sizes=\"auto, (max-width: 392px) 100vw, 392px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Listen to the <a href=\"https:\/\/hsbm.buzzsprout.com\" target=\"_blank\" rel=\"noreferrer noopener\">Health Supplement Business Mastery Podcast<\/a> for for dietary supplement entrepreneurs and marketers. <\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/podcasts.apple.com\/gb\/podcast\/health-supplement-business-mastery\/id1501188717\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"150\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/apple-podcast.png\" alt=\"\" class=\"wp-image-4567\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/apple-podcast.png 400w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/apple-podcast-300x113.png 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/open.spotify.com\/show\/6tzo0If1DvE5QMJaAPjrRY\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"373\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/spotify-podcasts.png\" alt=\"Listen to the health supplement business mastery podcast on Spotify\" class=\"wp-image-4569\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/spotify-podcasts.png 1000w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/spotify-podcasts-300x112.png 300w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/spotify-podcasts-768x286.png 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"https:\/\/feeds.buzzsprout.com\/889189.rss\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"260\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast-1024x260.png\" alt=\"Listen to the health supplement business mastery podcast on Google Podcasts\" class=\"wp-image-4568\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast-1024x260.png 1024w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast-300x76.png 300w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast-768x195.png 768w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast.png 1072w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Not all health supplement buyers have the same affinity towards health. Moreover, they are not motivated by same messaging. otivated by same messaging.\u00a0 That\u2019s not surprising, people are different. And people buy health supplements differently. Yet, most health copywriters use one message that has the broadest appeal in order to convert browsers into buyers.&nbsp; Selling&hellip; <a class=\"more-link\" href=\"https:\/\/creativethirst.com\/blog\/health-affinity\/\">Continue reading <span class=\"screen-reader-text\">Does Health Affinity Effect Supplement Sales?<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-3603","post","type-post","status-publish","format-gallery","hentry","category-conversion-rate-optimization","post_format-post-format-gallery","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Does Health Affinity Effect Supplement Sales?<\/title>\n<meta name=\"description\" content=\"People have a high or a low health affinity. A message like \u201cAll The Nutrients and Vitamins a Body Needs\u201d will resonate with the low affinity group. Why?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/creativethirst.com\/blog\/health-affinity\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Does Health Affinity Effect Supplement Sales?\" \/>\n<meta property=\"og:description\" content=\"People have a high or a low health affinity. A message like \u201cAll The Nutrients and Vitamins a Body Needs\u201d will resonate with the low affinity group. 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