How a 2 year old supplement brand generates multiple 7 figures

In today’s newsletter, we’ll break down the Meta ads funnel for another brand generating multiple seven figures in sales.

We’ll also go into detail on how to capitalize on several potential opportunities that could take this brand to multiple eight figures in annual sales.

In prior editions, we looked at YouTube and Meta ad funnels for a variety of e-commerce businesses using a blend of branding and direct response marketing.

A key element of scaling with cold traffic has been the use of advertorials for all of these brands.

However, we’ll examine a health and wellness brand today that doesn’t rely on advertorials much.

In fact, this brand uses efficient landing pages that I like to call hybrid pages, meaning they combine the elements of a high converting sales page and the basic elements of a standard product page.

If you haven’t checked out my breakdown of hybrid pages, you’ll want to review my playbook again.

In general, I always recommend testing the following funnel for scaling on cold traffic from Meta ads:

1. Mini-VSL ads

2. Advertorials or listicles

3. Hybrid sales/product page

4. Checkout page

5. Post-purchase upsells

6. Email and SMS follow-up

In general, I recommend testing with and without the advertorial or listicles and driving traffic directly to hybrid pages.

Sometimes you’ll see solid performance by driving directly to hybrid pages, which do the heavy lifting when it comes to converting cold traffic.

That brings me to today’s case study for a brand that heavily relies on hybrid pages.

Auri Nutrition is a relatively new supplement brand that seems to have been launched in the spring of 2022, making it a little less than two years old.

With only four SKUs, the brand is primarily focused on scaling sales for one SKU, the Super Mushroom Daily Gummies, via cold traffic while it relies on the other three SKUs as complementary cross-sells and upsells.

This aligns with what I posted a little while ago:

Generally, to reach eight figures in sales and beyond, you’re only going to have one or two offers that scale on cold traffic, which make up 80% or more of your revenue.

The rest of your SKUs and inventory are there to only support your main offers scaling on cold traffic as complementary products geared towards increasing your average order value (AOV) and average customer lifetime value (LTV).

In Auri’s case, there’s only one product being scaled via cold traffic, which is evident in the ads currently running.

What’s interesting about these ads is that they are very direct and a substantial number leverage AI with Midjourney images and voiceovers.

There are some UGC ads running that use problem-solution openings like this one.

There are some conspiracy angles running as well.

However, overall, all the ads are quite direct in terms of promoting mushrooms as the solution to the audience’s pain points.

Obviously, this strategy is working quite effectively, but in my view, the reason why the brand hasn’t scaled past the multiple seven figure mark is because the lack of the emphasis on the unique mechanism behind the problem and solution.

In copywriting, having a unique mechanism is crucial for crafting a compelling and persuasive message that converts cold audiences into buyers.

You need to show what’s new about your products and why your audience should pay attention.

The only way to capture your prospects’ attention is by showing them something novel. A unique mechanism explains to your prospects why they have failed in the past and why your product will allow them to succeed.

Most prospects have been struggling with their problems for a long period of time and have tried many solutions that have failed. To overcome skepticism, you must teach the prospects something they don’t know.

By showing prospects their knowledge is incomplete, you are able to persuade them that your product is the solution they are missing.

This requires you to explain two elements:

1. The “real root cause” behind the audience’s problem

2. The unique way your solution addresses the “real root cause” of the audience’s problem

This is where the current ads fall short somewhat.

We never really receive a real explanation of why we should be taking these mushrooms and how they’re going to give us more focus, reduce brain fog, and help us with depression.

In the supplement industry where skepticism runs high, these detailed explanations are highly effective in convincing cold audiences to try your novel solution.

This is exactly why mini-VSLs that dive into the unique mechanisms behind the problem and solution are so effective.

In addition, focusing on interesting hooks that don’t rely on mentioning mushrooms in the first 10 seconds of the ad would be worth testing out.

Focusing on audience’s pain points first and explaining the real root cause would be highly effective.

I strongly believe testing out mini-VSLs with solid direct response copy could unlock new levels for this brand.

Further, testing out ads with emotional hooks and personal stories may improve performance.

Since the ads are so direct, it’s no surprise that they drive straight to a product-focused hybrid page.

All ads run to this hybrid landing page, which is quite simple in terms of structure:

1. Product description and display

2. Benefits

3. Comparison chart

4. Ingredients

5. Testimonials

6. Money-back guarantee

7. Second call to action with bundle options

8. Reviews section

9. FAQs

This has all the elements of a high converting landing page, and it’s all the brand needs to scale on cold traffic from Meta ads.

But there are several opportunities here.

First, the brand should continue to test advertorials and a more indirect approach.

If the ads are adjusted to use the broader angles I suggested above, then a direct hybrid page like the one currently being used would be less appropriate.

Using advertorials with stories or social proof in conjunction with the less direct ads could unlock better performance.

In addition, testing out listicles with the more direct ads before driving traffic to the hybrid sales page would be worthwhile.

These are not criticisms of the brand, which is doing an excellent job with its Meta ads strategy.

What I’m suggesting are key opportunities that could potentially give the brand the ability to reach multiple eight figures in annual sales.

In fact, these suggestions can apply to any brand of any size that wants to implement a branded direct response approach in a competitive, skeptical market.

Side note: If you run a brand generating at least $1,000,000 in annual sales and would like to learn more about how I can help you implement the strategies I discuss in my newsletter, feel free to book a call with me here.

We’ve spent quite some time on breaking down cold traffic funnels recently in this newsletter.

In upcoming editions, I’ll shift gears and share some insights on the backend, including post-purchase upsells and email/SMS marketing.

Stay tuned, and if you have any questions or comments, feel free to reply back to this email (I read every response).

Talk soon,

Sharad

@pmktg00

P.S. If you own or operate an e-commerce brand generating at least $1,000,000 in annual revenue, feel free to book a call with me to discuss how we can improve your ad creatives, landing pages, or email/SMS marketing strategy.

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