Nathan Miller explains why ads get expensive in crowded markets like creatine supplements. The fix: hyper-niche down to tiny audiences. He shows how to split creatine into specific benefits, then find an untapped angle like creatine's potential link to Alzheimer's to own a fresh market before competitors arrive.
Here is how to lower your CPMs. So the two things that will raise your CPM is one, competition, and two, your ad spend. So for example, if you're spending a lot less on ads than your competitors and you're bidding for the same kind of customers, your CPMs are gonna be super high. This is a pie graph. In this instance, we're gonna be trying to sell something like creatine. Now creatine's been selling for years, literally decades, right? And so it's a very saturated, very sophisticated type of product. With a very saturated and sophisticated product like creatine, you have to really, really, really niche down if you want to see any success, any scalability, anything, or have lower CPMs. So as you can see, I set this up in two different sections. So let's say this is going to be like recovery, which is a benefit of creatine. This one will be like a muscle building. Okay, so I actually filled in cramp and hydration here, but what you should be trying to do if you're trying to sell into a supplement like this, or pretty much any supplement at all that's being ran, is you have to target a very, very small piece of the pie, like what's in black. You have to dig in the trenches, you have to go through the research and figure out what are the super niche problems that you can solve with the product. So for creatine, for example, there has been new studies talking about the effects with creatine on Alzheimer's. So a completely new avatar, a completely new type of prospect that you could use creatine to actually solve. So Peter Thiel, you know, I don't think he's a good guy, but he knows a lot about business. And one of the things that he talks about is that if you wanna— if you're starting out on something, right, and it's already pretty competitive, you need to find something super minute, something super small, a part of the market that's a little slice of the pie, and then dominate that. And then from then on, you can start to branch out. For example, this billion-dollar company PayPal, for example, started as a security software payment system, only doing payments for security softwares because there was nothing there for it. And now it does payments for everything. This is the power of starting with a very, very small demographic, small niche, dominating that, and then branching out. This all ties back into why your CPMs are super high when you're testing your product or when you're running your product. Like and follow for more.
