Dr. Dennis Clark

Freelance Alternative Health Copywriter - by an Experienced Copywriter and Research Scientist

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Marketing Postbiotics? How to Meet New Challenges

by Dr. Dennis Clark Leave a Comment

marketing postbioticsThe market for postbiotics is hot and getting hotter. According to the Global Postbiotics Market report by Prophecy Market Insights, it already accounted for $40.51 billion in 2020 and is expected to reach $83.30 billion by 2030, at a CAGR of 7.50%.

Since the numbers are that good, what are the challenges?

They include the usual suspects for all marketing – generating traffic and leads, raising ROI, managing a multi-pronged online presence, reaching global audiences, etc.

The ‘bonus’ challenge is the topic of postbiotics itself.

Why is that a challenge?

The following should shed some light on it.

AN UNSCIENTIFIC SURVEY

My Survey Question: What do you know about postbiotics?

Everyone’s Answer: Never heard of ‘em.

This is a consistent result across all consumer segments. (Meaning: friends, relatives, colleagues, etc., who already take supplements.)

On one hand, plenty of people are savvy about vitamins, minerals, herbs, and antioxidants.

In addition, probiotic-buying consumers have even caught onto the importance of prebiotics.

Yet, on the other hand, confusion seems to reign when it comes to postbiotics.

One indicator is the plethora of online articles addressing the question, What are postbiotics?

In other words, in spite of a successful and promising market, the topic of postbiotics is at the bottom of a learning curve for consumers.

Nevertheless, a few leading companies are doing something right. Their efforts are driving market growth.

And that ‘something’ includes a strong educational component.

Furthermore, the best of them already have a stable of clinical trial studies supporting their efforts. LBiome, for example, cites dozens of journal articles, going back to 2004.

AN ADMISSION

Although I’ve written and consulted quite a bit about probiotics – books, articles, magalogs, emails – I’ve never before used the term ‘postbiotics’.

Not one of my clients has ever mentioned them. And I’m talking about some very successful probiotic businesses.

IS SOMETHING MISSING?

Yes.

Supplement marketing rests on much more than an educational component.

People don’t respond to a ‘BUY NOW’ call-to-action because of the scientific features backing a product.

No, buying action is driven by emotion. And that’s where extolling the health benefits of a supplement through persuasive copy comes in.

Of all the ‘marketing’ I’ve evaluated about postbiotics, the biggest missing component.

One segment has done a pretty good job addressing it – the bodybuilding market. It’s pretty straightforward to talk to the ‘I want to look like I’m cut out of stone’ crowd. Postbiotics fit the bill nicely for pushing muscle-building hot buttons.

The time is ripe for more benefits-heavy marketing to other market segments.

Gut health is the obvious emphasis, since it’s already at the core for marketing probiotics and prebiotics. So it’s no surprise, according to Lumina Intelligence, postbiotics have become the fastest growing area in terms of gut health related Google searches – a whopping 1,300% increase in the past 2 years.

However, as of 2020, the supplement buying public has grown more interested in immune support than in any other area of health.

Postbiotics fit the bill there, too. A few companies have begun to talk about postbiotics for immune health. However, their marketing copy is routinely staid and feature-based.

It’s a marketing gap crying out for persuasive copy.

If I were a betting man, I’d bet the predicted market growth of $83.30 billion by 2030 would be reached sooner when driven by truly persuasive marketing. And it would blow the doors off that CAGR of 7.50% cited earlier.

SIMPLE ACTION STEPS

No need to make this complicated. The model for marketing supplements has been well-established for more than a century.

The foundation is knowing what people want or need, then providing it. Regarding postbiotics, that’s primarily going to be better gut and immune health.

Then get the word out…

  1. Create new marketing materials, or modify existing ones, to emphasize benefits. That’s the high-performance fuel for a marketing Ferrari.
  2. Harness the marketing power of your customer base. User-generated content (UGC) drives two of Dr. Robert Cialdini’s principles of persuasion – social proof and unity. Although this may seem easier said than done, you can simplify the process with a few easy-to-use strategies (e.g., see my earlier article: How to Improve Supplement Sales with User-Generated Content).
  3. For B2B companies, a good white paper goes a long way. Emphasis is on ‘good’ – i.e., pushing different kinds of hot buttons for retail marketing people who might be considering using your ingredients. For B2C companies, selecting a top manufacturer is the most important starting point. This means more than having good products. It also means having access to persuasive marketing copy from the manufacturer. (At the moment, that copy is going to be hard to find.)
  4. These three steps represent three prongs of a comprehensive program for marketing postbiotics. They will take some time. Nevertheless, they will be worth it to the bottom line.

    Now imagine combining your best scientist and your best marketer into one person. Then add in superior copywriting skills.

    That’s a very rare combination, wouldn’t you say?

    THE ALL-IN-ONE PUNCH

    I am that combination.

    My career as a research scientist, published author, and freelance copywriter is a testament to it.

    I understand the jargon of scientific studies and can translate it into marketing content that drives supplement sales. I’ve already written a books, articles, and white papers on the microbiome.

    It’s one of my favorite topics in alternative health.

    Would you like to explore what I can do for you? Then let’s talk.

    Contact me today.

    Contact me directly by email me at drdennisclark@gmail.com, reach me the old-fashioned way – by phone (602-908-8520), or complete my contact form.

    I’d love to chat with you to see how we can work together to build strategies for marketing your postbiotic products.

    All the best in natural health,

    Dr Dennis Clark - Alternative Health Copywriter

Filed Under: Health Copywriting Tagged With: postbiotics, postbiotics marketing, postbiotics survey, supplement marketing

How to Market Flavonoids – Persuasive Content Meets Bioavailability Research

by Dr. Dennis Clark Leave a Comment

How to Market FlavonoidsThe flavonoid market is huge and growing fast. Mordor Intelligence forecasts it to reach USD 1.2 billion by 2024. Sales are increasing at a CAGR of 3.9%.

One molecule stands out from about 6,000 known flavonoids.

Quercetin.

It’s a model for flavonoid marketing, with one caveat – its low bioavailability.

Solving this issue with quercetin is marketing gold for flavonoids. [Read more…]

Filed Under: DIY Health Copywriting Tagged With: flavonnoid marketing, quercetin phytosome

How to Boost Nutraceutical Landing Page Conversions by 100%

by Dr. Dennis Clark Leave a Comment

Q: What’s the most indispensable marketing tool on the entire internet?

A: Good landing pages.

Indeed, landing pages are the engines driving all marketing campaigns. Or at least they should be. [Read more…]

Filed Under: Nutraceutical Marketing Tagged With: copywriting, landing pages, nutraceutical markerting, supplement marketing

Pet CBD Marketing: How To Stand Out From The Crowd

by Dr. Dennis Clark Leave a Comment

pet cbd marketingPets are driving astounding growth in the CBD market. Grandview Research predicts a 40.3% CAGR in this market segment from 2020 to 2027.

The data are sufficiently tantalizing that just about every CBD company has jumped in.

Thousands of them.

However, marketing efforts by the vast majority revolve simplistically around, “Oh, we’ve got pet stuff, too.”

In contrast, industry leaders for pet CBD marketing have figured out how to rise above the fray. [Read more…]

Filed Under: Health Copywriting, Uncategorized Tagged With: cbd, cbd oil, copywwiting, marketing, pet cbd, pet cbd marketing

Compassion And Hope: The Beating Heart Of Great CBD Companies

by Dr. Dennis Clark Leave a Comment

cbd marketingHow do you compete against a soaring number of other CBD companies?

A great way for finding an answer to that question is to examine how top companies succeed.

Sure, they all do the mundane things well – SEO, email marketing, advertising, social media, etc.

More importantly, what do they do to rise above the marketing fray? [Read more…]

Filed Under: Health Copywriting Tagged With: cbd marketing, copywriting

Supplement Marketing with Ebooks: How to Whip the Competition Now

by Dr. Dennis Clark Leave a Comment

ebook supplement marketingEbooks are a gold mine for supplement marketing.

Why?

According to SEO guru Neil Patel, ebooks have the power to massively and quickly improve your marketing ability.

And their impact can be multiplied by spinning them off into blog posts, email series, free reports, ads, social media entries, and magalogs – without writing another word! [Read more…]

Filed Under: Nutraceutical Marketing Tagged With: copywriting, ebook marketing, nutraceuticals, supplement marketing

Anti-Aging Supplements – Making the Most of Extraordinary Market Growth

by Dr. Dennis Clark Leave a Comment

anti-aging supplementsThe global anti-aging market was $52.5 billion in 2020. Surveys at Statista.com predict this segment’s growth to reach $83.2 billion by 2027.

That’s just part of the good news.

Even better news is the phenomenal success some supplement companies are having in this market segment. [Read more…]

Filed Under: Health Copywriting Tagged With: anti-aging supplements, copywriting, longevity, supplement marketing

How to Improve Supplement Sales with User-Generated Content

by Dr. Dennis Clark Leave a Comment

user generated content marketingHow did one particular supplement business skyrocket sales by 181% over a recent 5-year period?

Such success means they’ve done a lot of things right. However, one particular strategy stands out: user-generated content (UGC) marketing. [Read more…]

Filed Under: DIY Health Copywriting, Nutraceutical Marketing Tagged With: nutraceutical marketing, nutraceuticals, user generated content marketing

Pet Supplement Marketing: Want to Learn How to Make Your Message Howl?

by Dr. Dennis Clark Leave a Comment

pet supplement marketing - dr dennis clarkOne powerful strategy can make your products really stand out from a crowded pet supplement market. And few companies are using it, in spite of market surveys pointing directly to its value.

Indeed, it hits the sweetest of marketing sweet spots for the target audience – pet owners. [Read more…]

Filed Under: Nutraceutical Marketing Tagged With: pet marketing, pet probioitics, pet supplements, pet supplies

One Segment of the Probiotics Market Catapults Sales Faster Than All Others

by Dr. Dennis Clark Leave a Comment

probiotic marketing for weight managementGrowth in the probiotics market over the past 5 years has hovered around 50%.

One market segment has become a rising star behind this trend.

It’s the weight management segment. [Read more…]

Filed Under: Nutraceutical Marketing Tagged With: nutraceutical marketing, probiotics marketing, supplement marketing, weight management

The Nutraceutical Marketing Gold Rush – Or How To Find Happy Customers for Life

by Dr. Dennis Clark Leave a Comment

nutraceutical marketing goldThe well-known 80/20 rule works even better for nutraceutical companies.

It’s more like 90/10.

No, kidding. The mother lode of profits – 90%! – comes from the golden 10% of customers. [Read more…]

Filed Under: Nutraceutical Marketing Tagged With: customeer retention, nutraceutical marketng, supplement marketing

Powerful Advantages of Outsourcing Marketing Copy for Nutraceuticals

by Dr. Dennis Clark Leave a Comment

nutraceutical marketing - Dr Dennis ClarkCompanies putting out 16 or more blog posts per month get three times the amount of traffic compared with those publishing only one or two. [Read more…]

Filed Under: Health Copywriting, Nutraceutical Marketing Tagged With: health copywriting, nutraceutical marketing, nutraceuticals, supplement marketing, supplements

How to Turn Pets Into An Irresistibly Lovable Marketing Department

by Dr. Dennis Clark Leave a Comment

cat and dog friendsPets are a ‘secret sauce’ for nutraceutical marketing.

Unleashing their power for driving up revenue works regardless of whether you’re marketing pet products. It works no matter what you’re selling.

Even better, using pet power the right way boosts sales in spite of market dominance by big retailers. [Read more…]

Filed Under: Nutraceutical Marketing Tagged With: nutraceutical marketing, supplement marketing

How to Hit Your Target Market Bullseye Every Time

by Dr. Dennis Clark Leave a Comment

email marketingAccording to a recent HubSpot review, one particular marketing strategy can boost your ROI by as much as 760%.

Yet many supplement companies either don’t do it or they don’t do it very well.

This article talks about a strategy I discovered for my own marketing plan. It also outlines how you can use it, too. [Read more…]

Filed Under: Email Marketing, Nutraceutical Marketing Tagged With: email marketing, list segmentation

How to Boost Nutraceutical Sales Using This One Simple Thing

by Dr. Dennis Clark Leave a Comment

how to do do nutraceutical marketingNutraceutical marketing isn’t easy these days. It screams for constant attention and can be a real drain on your time and budget. [Read more…]

Filed Under: Nutraceutical Marketing Tagged With: nutraceutical marketing

Frustrated with Email Marketing? Take Heart

by Dr. Dennis Clark 2 Comments

Email Marketing FailureAre you beginning to doubt the value of email marketing? Open rates are down. Click-throughs are disappearing. Conversion rates are submicroscopic. Revenue is suffering. [Read more…]

Filed Under: Email Marketing Tagged With: email marketing, email marketing failure

Excellent Example Of Health Copywriting By Dr. Al Sears: “CoQ10’s Failure Leaves Millions Wanting”

by Dr. Dennis Clark Leave a Comment

A recent ad from Dr. Al Sears exemplifies good health copywriting. It represents a template for hard copy ads and landing pages. However, although it can be a model for nutraceutical marketing, a few changes would make it even better. [Read more…]

Filed Under: DIY Health Copywriting, Health Copywriting Tagged With: dr al sears, health copywiting, ultra accell II

Misleading Health Copywriting Makes Us All Look Bad

by Dr. Dennis Clark Leave a Comment

misleading health copywriting“SHOCKER: YOUR B12 SUPPLEMENT CONTAINS CYANIDE!” Examples of misleading health copywriting like this come across my desk every day. Scare tactics. Factual errors. Red flags galore. False claims. Living on the edge of truth.

Federal regulators let most of it slip by. Not your customers, though. Modern supplement buyers are wiser than ever. They can sniff out fact from fiction in advertising. You’re sunk if just one of them spreads the error in your ad.

This makes us all look bad. Copywriters, supplement manufacturers, retailers, health practitioners, experts endorsing the products – we might as well be back in the snake oil business.

Here are a couple of suggestions for avoiding this trap in your marketing materials. [Read more…]

Filed Under: DIY Health Copywriting Tagged With: misleading health copywriting, nutraceutical supplements

FDA Compliance to Get Tougher Under New Commissioner Scott Gottlieb

by Dr. Dennis Clark Leave a Comment

fda compliance - pyridoxamine bannedFDA compliance has always been a challenge for natural health businesses. Now, B2C and B2B supplement companies have to be warier than ever. The new FDA commissioner, Scott Gottlieb, has been sounding off recently on plans for his agency to implement, “…one of the most significant modernizations of dietary supplement regulation and oversight in more than 25 years.” [Read more…]

Filed Under: Supplement Research Tagged With: nutraceuticals, nutrition supplements

9 Red Flags for Federally Compliant Health Copywriting

by Dr. Dennis Clark Leave a Comment

compliant health copywritingCompliant health copywriting should conform throughout all marketing channels. This includes all aspects of marketing online and offline. What that means is not always clear. The FDA and the FTC provide extensive guidelines. Nevertheless, according to a 2016 study by Manatt Phelps & Phillips LLP, more than 2/3 of websites are not FTC compliant. Is yours? [Read more…]

Filed Under: DIY Copywriting, Supplement Research Tagged With: compliance online, compliant health copywriting, health copywriter

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Recent Articles

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    Marketing Postbiotics? How to Meet New Challenges
    March 28, 2022
  • How to Market Flavonoids – Persuasive Content Meets Bioavailability Research
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  • How to Boost Nutraceutical Landing Page Conversions by 100%
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  • Pet CBD Marketing: How To Stand Out From The Crowd
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  • How to Turn Pets Into An Irresistibly Lovable Marketing Department
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