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Digg It - How to Get Inside Your Customers' Head and Maximise Your Advertising Results
Recently, I was writing an ad targeted towards health food shop owners for a wholesale health product.
And you know what was easy about writing that ad? I knew my prospect. Given that my parents used to ow
And you know what was easy about writing that ad? I knew my prospect. Given that my parents used to ow
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
n a health food shop in Coffs Harbour when I was growing up, all I needed to imagine was that I was selling directly to my father.
I'd say this
He'd say that
I'd say this
He'd say that
I'd say this
He
I'd say this
He'd say that
I'd say this
He'd say that
I'd say this
He
; 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
'd say that
And so on.
You see, the number one secret to writing good copy is being able to picture exactly who you're selling to... and understanding exactly who your customer is.
In fact, in my experie
And so on.
You see, the number one secret to writing good copy is being able to picture exactly who you're selling to... and understanding exactly who your customer is.
In fact, in my experie
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ce it's even more important to understand your customer than it is to understand your product.
So find out exactly who you're demographic is. What their fears are? What keeps them up at night? What gets th
So find out exactly who you're demographic is. What their fears are? What keeps them up at night? What gets th
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
eir heart pumping? What makes them angry? What keeps them getting up every day?
And if you can crystallise that exact person in your mind and imagine you are selling to them in a one on one sales situation
And if you can crystallise that exact person in your mind and imagine you are selling to them in a one on one sales situation
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
you'll make your sales letter that much more authentic.
It won't be ridiculous hype, and rah-rah-rah that doesn't connect with your target audience. Nor will it be boring to THEM because you know exactly
It won't be ridiculous hype, and rah-rah-rah that doesn't connect with your target audience. Nor will it be boring to THEM because you know exactly
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
what their desires, fears and goals are?
Makes sense, doesn't it?
But what if you cannot picture the exact person you want to sell to? What if you've never known a person like your target market? And you
Makes sense, doesn't it?
But what if you cannot picture the exact person you want to sell to? What if you've never known a person like your target market? And you
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
don't know them from a bar of soap?
Now if you're a business owner writing to existing and prospective clients similar to those you already have then you won't find this difficult at all. After all, you si
Now if you're a business owner writing to existing and prospective clients similar to those you already have then you won't find this difficult at all. After all, you si
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ply need to pick one of your typical customers and write directly to them.
Even tape record one of your best salesperson's conversations, and use that in your sales copy. Remember: Copywriting is salesmans
Even tape record one of your best salesperson's conversations, and use that in your sales copy. Remember: Copywriting is salesmans
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
hip in print.
However you may also want to go back to your customers and ask them why they bought in the first place. Why did they choose your business? Why do they choose to come back to your restaurant,
However you may also want to go back to your customers and ask them why they bought in the first place. Why did they choose your business? Why do they choose to come back to your restaurant,
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
or example? Or your tyre shop? What were their concerns before purchasing?
Go back to them and ask them. And also use your intuitive knowledge from your time within your specific industry.
And what if yo
Go back to them and ask them. And also use your intuitive knowledge from your time within your specific industry.
And what if yo
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
u've never dealt with anybody within that particular industry before? What do you do then?
For example, what if you've just released a new program for arthritis sufferers? What do you do then?
My recommen
For example, what if you've just released a new program for arthritis sufferers? What do you do then?
My recommen
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
dation is that you start to talk with arthritis sufferers. If you've taken over a new business or are writing copy for an existing business, then call up the testimonials they already have in place and star
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
talking to them individually.
And if you deal with the general consumer marketplace, here's another tip which I used once. In coming up with a guarantee for a termite control customer I called dozens of h
And if you deal with the general consumer marketplace, here's another tip which I used once. In coming up with a guarantee for a termite control customer I called dozens of h
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
ouseholds throughout Sydney sporadically.
That's right. Just dialled a number out of the phone book and asked them what their biggest fears would be if they were going to engage a pest controller.
And you
That's right. Just dialled a number out of the phone book and asked them what their biggest fears would be if they were going to engage a pest controller.
And you
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
know what the answer was? Well, I am bound by confidentiality on that one I am afraid, but let me tell you now that it was featured quite prominently in any advertisements I wrote for that client.
The secr
The secr
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
et is to get inside their heads, and then when it's time to begin writing copy write directly to them as an individual.
Address every one of their objections.
Hit the most important points upfront.
Make
Address every one of their objections.
Hit the most important points upfront.
Make
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
a powerful promise.
Paint a picture of what their life could be like with your product or service.
Back everything up with proof.
And prove why your product or service is their ONLY solution.
There is n
Paint a picture of what their life could be like with your product or service.
Back everything up with proof.
And prove why your product or service is their ONLY solution.
There is n
.
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
thing more important in advertising than KNOWING YOUR CUSTOMER. It is the key to absolutely everything.
And the secret to your success is to write to one person at a time. Do not try to sell to a group of
And the secret to your success is to write to one person at a time. Do not try to sell to a group of
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
people, because at any one time, you will always be communicating directly with an individual - NOT a group.
Know what I mean? Because if you do, you'll begin to write much better copy.
That's all for now
Know what I mean? Because if you do, you'll begin to write much better copy.
That's all for now
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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