The supplement game has changed completely. John Smiddy, who’s launched over 100 products and generated $100M+ in sales, joined Sales POP! host John Golden to break down what’s actually working now.
His biggest revelation? AI is transforming how people buy supplements. Consumers are completing entire purchases inside ChatGPT conversations—no Google browsing required. That means your product data needs to be AI-ready.
Smiddy’s counterintuitive advice: launch on Amazon first, not your own website. Why? Instant credibility and conversion rates that beat DTC sites. Build reviews and social proof there, then expand.
The bottom line: create unique formulations, optimize for AI discovery, and keep your marketing authentic. AI can spot generic products, and so can your customers.
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