Selling Supplements Without Health Claims: Writing for Cold Audiences
How to build desire without naming the benefit, and why the problem-aware and problem-unaware need different ads.
Health categories limit what you can say in an ad. The answer is not to say less, but to say it differently. For one supplement brand, our scripts built desire without naming the benefit at all.
Two audiences, two messages
People who already know their problem want education. People who don't yet know it need to recognise the early symptoms in their own day. Write separate ads for each, rather than one ad for everyone.
Aim at cold audiences
On that account, 95% of ads reached cold audiences. When the creative does the work of explaining, you don't depend on people who already know you.
What to check
- Does the ad avoid claims you can't support?
- Is it clear which audience each ad is for?
- Do the weekly reports show reach, cost per purchase and orders?
See this approach in real work.
Performance Marketing case studies
