While there are absolutely trends related to products via direct mail, much of the success can also be attributed to a strong creative piece and a strong Unique Selling Proposition (USP).  Marketing copy with a compelling headline and lead paragraphs can pique a reader’s interest in many types of products.

At www.supplementmarketingmasters.com you’ll find a link to a product of mine that is a terrific education in all things direct marketing, but that specifically addresses how to choose a product for testing in this marketing channel.

Competitive analysis of the active nutritional supplement direct marketers shows the following as strong product categories:

• Digestive / Colon
• Cardio / Heart
• Memory
• Anti-Aging
• Vision
• Hearing

These are also popular but not as prevalent:

• Hormone Balance / Thyroid
• Allergy/Sinus
• Kidney/Liver Cleanse
• Breathing/Oral Chelation
• Immune System
• Diabetes