Interview with John Smiddy, Co-founder of New to Marketers and author of Stop Guessing Start Marketing
The supplement business isn’t what it used to be. Between AI reshaping how people shop and competition reaching new heights, the old playbook no longer works. John Smiddy has spent years in the trenches—launching over 100 supplement products and driving more than $100 million in client sales. In a recent conversation on Sales POP! Online Sales Magazine with host John Golden, he shared what’s actually working in 2026.
The AI Shopping Revolution
Here’s what caught my attention: people aren’t browsing the way they used to. Instead of bouncing between Google, articles, and product pages, they’re having entire shopping conversations with AI. Someone might ask ChatGPT about their sleep problems, get supplement recommendations, and complete a purchase without ever leaving the chat.
Smiddy’s advice? Make sure your product information is structured so AI can find it and recommend it. This means clean descriptions, clear benefits, and easy integration with platforms that support AI-driven commerce.
Rethinking SEO for the AI Era
Traditional SEO is evolving into something Smiddy calls “Answer Engine Optimization.” Google isn’t the only game in town anymore. AI systems look for depth and authority when deciding what to recommend.
The strategy here is straightforward: create content that genuinely answers questions. Think comprehensive guides and evidence-based articles. But don’t stop there—build credibility across multiple channels. Podcast appearances, published articles, and third-party mentions all signal to AI that your brand knows its stuff.
Start with Amazon, Then Expand
I’ve heard plenty of founders obsess over building the perfect direct-to-consumer website first. Smiddy flips this thinking on its head. He recommends launching on Amazon first—even for influencers with massive followings.
Why? Trust and conversion. Amazon processes over $33 million in daily supplement sales in the U.S. alone. People trust the platform, and the built-in review system gives you instant credibility. His approach: spend 30 days gaining traction on Amazon, collect reviews, then expand to your own site once you’ve built real social proof.
Differentiation Isn’t Optional Anymore
“Me-too” products are dead. Today’s supplement buyers are educated and skeptical. They want unique formulations backed by clinical validation and third-party testing.
Smiddy emphasizes partnering with doctors or formulators to create proprietary blends. But it’s not enough to have a better product—you need to clearly communicate what makes yours different. Whether it’s ingredient sourcing, delivery methods, or clinical backing, transparency wins.
The Human Touch Still Matters
Here’s where things get interesting: while AI can help with research and optimization, Smiddy warns against over-automation in creative marketing. He told a story about his 11-year-old daughter instantly spotting AI-generated videos. If kids can tell, your customers definitely can.
Use AI for efficiency and insights, absolutely. But your final creative should feature real people—actual customers, founders, or experts. Authenticity remains your most valuable asset.
The supplement market is changing fast, but the fundamentals haven’t disappeared. Build real credibility, create genuinely better products, and stay human in your marketing. That’s how you win.
Our Host
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.
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