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Others - 8 Profit Boosting Copywriting Secrets
You may have the best product or service in the world, but without a strong sales letter, you will lose sales. The good news is that we largely know what works and what doesn't work when trying t
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
o educate and influence a reader to buy.
Even in this changing world of advertising and marketing where user-generated opinion is increasingly influencing users' decision to purchase products, a
Even in this changing world of advertising and marketing where user-generated opinion is increasingly influencing users' decision to purchase products, a
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
strong sales letter is still important.
Two important points that need to be made first:
1. Ideally you have a sales letter (however short) per product - especially in the case of book, seminars
Two important points that need to be made first:
1. Ideally you have a sales letter (however short) per product - especially in the case of book, seminars
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
or other information products.
2. Rather than getting caught up in the long-copy versus short-copy debate, think in terms of the most efficient way to incorporate all 8 elements into your sales
2. Rather than getting caught up in the long-copy versus short-copy debate, think in terms of the most efficient way to incorporate all 8 elements into your sales
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
etter, length can then be dealt with in the editing process. I do have this recommendation - if you are new at writing sales copy, then tend toward shorter and simpler rather than long and verbos
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
e. You may lose a few sales for missing a key benefit or two, but you will lose many more by being long and boring.
CRITICAL ELEMENTS OF SALES LETTER
You need enough copy to accomplish the foll
CRITICAL ELEMENTS OF SALES LETTER
You need enough copy to accomplish the foll
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
owing:
1. Attract your reader and pull them into the first paragraphs of your sales letter. The great copywriter Joe Sugerman put it best by saying that the job of each element on your sales pag
1. Attract your reader and pull them into the first paragraphs of your sales letter. The great copywriter Joe Sugerman put it best by saying that the job of each element on your sales pag
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
e is to get the reader to the next element. For example, the job of your headline is to keep your reader's interest enough to look at the sub-headline, who's job it is to get your reader to read
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
our first paragraph, and so on...
2. Re-create the pain they are experiencing - creating a sense that you really "GET" where they are emotionally. Placing your reader in the emotional and visual
2. Re-create the pain they are experiencing - creating a sense that you really "GET" where they are emotionally. Placing your reader in the emotional and visual
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
description of "life without" your solution is a superb technique to instill urgency in your reader. Suddenly, a passing interest in your material can change to a desperate, rabid desire. Most
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
purchase decisions are based on emotion, understand how emotions such as fear, greed, and the desire for prestige and flattery fit into the desire for your products and services
3. Establish cred
3. Establish cred
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ibility through case study, credentials, testimonials, accomplishments, or any other way you can. Your reader must trust you, like you and feel that you really have what they desire. They must fe
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
l they are making a bigger risk by not purchasing your product than by purchasing from you.
4. Briefly - tell them about your solution and why it's unique which leads directly into....
5. Benefi
4. Briefly - tell them about your solution and why it's unique which leads directly into....
5. Benefi
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ts! And lots of them. Your sub-headings should contain benefits. You should have benefit bullets with strong statement of how their life will change once they have read and applied your material
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
.
6. Guarantee. Your guarantee is all about taking risk out of the decision. Remove the objection of risk can pave the way for a quick sale.
7. Your Offer. After your headline and first parag
6. Guarantee. Your guarantee is all about taking risk out of the decision. Remove the objection of risk can pave the way for a quick sale.
7. Your Offer. After your headline and first parag
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
raph, your reader will often jump directly to your offer. So, a great offer reiterates your most compelling benefit and unique value proposition while adding value (through bonuses, future commitm
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
nt, etc..) and where possible, creating a sense of urgency that can push your reader over the hump and make them buy today.
8. Final compelling benefit in the form of a P.S. Readers often jump t
8. Final compelling benefit in the form of a P.S. Readers often jump t
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
o your P.S.; I have found a strong P.S. statement can have a very significant impact on conversion rates. You want to be sincere and re-state your top 1 or 2 benefits, again painting a picture of
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
what your prospect's life will be like when they apply your information.
This is largely the structure of all successful sales letters - of course there are techniques to improve design and layo
This is largely the structure of all successful sales letters - of course there are techniques to improve design and layo
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ut as well, but the key is the words structured around the 8 elements above.
Concern yourself with having all these elements, without any filler and you will have the right length of sales letter
Concern yourself with having all these elements, without any filler and you will have the right length of sales letter
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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