Graymatter

Deficit marketing is an easier start but can be a long term trap for supplement brands. When you position a product around fixing a deficit (brain fog, fatigue, attention issues), you find an early adopter customer persona that identifies with having that problem. People already looking for a remedy convert quickly on performance creative. The hidden cost is that deficit marketing creates a stigma ceiling and turns off wider audiences. What got us to $25M isn't going to take us to $100M+ The moment your brand is defined by what is wrong with someone, a massive segment of potential customers checks out. Most people do not identify as impaired or broken, even when they want their mind to operate at a higher level. We've been executing a positioning shift at @graymatter_co : • Reducing deficit-based marketing • Moving toward high performance • Supplement your mind, like Gatorade for cognitive performance Gatorade did not build a brand by targeting severe dehydration patients. They targeted athletes who wanted peak performance, and everyday consumers followed. Treating cognitive wellness as everyday mental fuel for performance unlocks a much larger space than positioning as a fix for a problem. So far it's working: this Landing Page is converting at 3.72% compared to the control at 3.2%. If you have feedback on it let me know. trygraymatter.com/pages/high…

That near-death experience gave me something I didn't expect: clarity, purpose, and a reason to go all in. The product we built from that moment now helps tens of thousands of people think clearer and live better. Full @graymatter_co story on YouTube here👇