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Digg It - How to Profit from Your Expertise (Part 1 of 2)
Are you looking for a natural way to market your professional services? What if you could exponentially multiply the number of motivated, pre-qualified prospects you reach in a fraction of the time that networking and referrals require?
Now what if you could be the person in a crowed room with whom everyone wants to t
Now what if you could be the person in a crowed room with whom everyone wants to 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
alk about your services? And no, they don’t want to sell you something…they want to buy what you’ve got.
Too good to be true? Not if you know how to leverage the knowledge you get paid for every day as a professional service provider. As counter-intuitive as it sounds, sharing what you know is the #1 fastest way to at
Too good to be true? Not if you know how to leverage the knowledge you get paid for every day as a professional service provider. As counter-intuitive as it sounds, sharing what you know is the #1 fastest way to at
; 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
tract more clients.
Hands-down, the two best ways to do this are by writing articles and giving talks.
In this month’s e-newsletter, I’ll give you detailed guidelines for packaging your knowledge that really work. Next month, we’ll cover where to look for knowledge-sharing opportunities and how to make them happen.
Hands-down, the two best ways to do this are by writing articles and giving talks.
In this month’s e-newsletter, I’ll give you detailed guidelines for packaging your knowledge that really work. Next month, we’ll cover where to look for knowledge-sharing opportunities and how to make them happen.
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
STEP 1: Get Inspired
If you’ve been reading this e-newsletter since at least February, you may recall that issue was all about how to get started with using your expertise to attract clients. Get inspired by re-reading your February issue or read it on my website at http://turningpointemarketing.com:8080/icms/icms.php
If you’ve been reading this e-newsletter since at least February, you may recall that issue was all about how to get started with using your expertise to attract clients. Get inspired by re-reading your February issue or read it on my website at http://turningpointemarketing.com:8080/icms/icms.php
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
/cs/21/linktarget.html?cs_news_ref=14&COMP=dated_items.
If you’ve done the basic things outlined in the February e-newsletter, you’re ready for Step 2. Before you move on, make sure you’ve:
• Brainstormed a short list of problems your clients have that you can solve
• Written a few paragraphs describing the problem,
If you’ve done the basic things outlined in the February e-newsletter, you’re ready for Step 2. Before you move on, make sure you’ve:
• Brainstormed a short list of problems your clients have that you can solve
• Written a few paragraphs describing the problem,
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
the lost opportunity, why this is important to address, what will happen if it’s ignored, what your solution is, any tips you have for implementing your solution, and an example can you use to illustrate your point
STEP 2: Attract Attention for Your Knowledge by Giving it a Compelling Title
Copywriters have a bag of
STEP 2: Attract Attention for Your Knowledge by Giving it a Compelling Title
Copywriters have a bag of
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
tricks that are used on us everyday in the marketplace. They skillfully use words as tools to persuade us to do things. Like it or not, you need to adopt some of these tried and true approaches in your own marketing materials.
Trust me, clients will not clamor for your services just because you’re really good at what
Trust me, clients will not clamor for your services just because you’re really good at what
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
you do. You’ve got to motivate and persuade your target audience to take action.
By the way, these principles apply to all of your marketing tools: website, direct mail, brochures, flyers, newsletter, press releases, value-adding freebies such as checklists, etc. Bottom line: you’ve got to catch and hold your target
By the way, these principles apply to all of your marketing tools: website, direct mail, brochures, flyers, newsletter, press releases, value-adding freebies such as checklists, etc. Bottom line: you’ve got to catch and hold your target
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
audience’s attention, if you’re going to convince them you’re the right solution to their problems.
This is very how-to stuff, but stick with me. If no one reads your article or attends your presentation, it doesn’t matter how brilliant your content is. So you’ve got to hook them with a WIIFM (What’s In It For Me?) ti
This is very how-to stuff, but stick with me. If no one reads your article or attends your presentation, it doesn’t matter how brilliant your content is. So you’ve got to hook them with a WIIFM (What’s In It For Me?) ti
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
tle that gets their attention.
Rules for Writing Good Titles:
In a nutshell, it’s all about the WIIFM. One of my favorite Marketing Gurus, Robert Middleton, has nicely summarized how to write an attention-getting title. According to Middleton, a good title…
1. Is clear and easy to understand (“Time Management Techni
Rules for Writing Good Titles:
In a nutshell, it’s all about the WIIFM. One of my favorite Marketing Gurus, Robert Middleton, has nicely summarized how to write an attention-getting title. According to Middleton, a good title…
1. Is clear and easy to understand (“Time Management Techni
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ques”)
2. Targets the audience (“Time Management Techniques for Managers”)
3. Includes core benefits targeting the reader’s self-interest (“Managers, Save Two Hours Per Day With Better Time Management”)
4. Leads the reader into the article or talk (“How 20 Managers Saved Two Hours a Day With These Time Management Te
2. Targets the audience (“Time Management Techniques for Managers”)
3. Includes core benefits targeting the reader’s self-interest (“Managers, Save Two Hours Per Day With Better Time Management”)
4. Leads the reader into the article or talk (“How 20 Managers Saved Two Hours a Day With These Time Management Te
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
chniques”)
Secrets from the Copywriting Pros for Compelling Titles:
The following titling approaches are what the pros use that really work:
1. How-to titles: Start the title with the words “How to” or “How (target audience), followed by a benefit.
2. X# of ways titles: Implies a system or process that’s easy to ma
Secrets from the Copywriting Pros for Compelling Titles:
The following titling approaches are what the pros use that really work:
1. How-to titles: Start the title with the words “How to” or “How (target audience), followed by a benefit.
2. X# of ways titles: Implies a system or process that’s easy to ma
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
ster: “Five Secrets for Improving Your Golf Game.”
3. Contrarian Titles: Tongue in cheek: “Ten Ways NOT to Attract New Clients.” Shows you have a sense of humor.
4. Fun titles: An interesting or fun twist that is hard not to read: “How a Graphic Artist Who Wouldn’t Network and Couldn’t Make Cold Calls Found All the B
3. Contrarian Titles: Tongue in cheek: “Ten Ways NOT to Attract New Clients.” Shows you have a sense of humor.
4. Fun titles: An interesting or fun twist that is hard not to read: “How a Graphic Artist Who Wouldn’t Network and Couldn’t Make Cold Calls Found All the B
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
usiness She Needed Using Her Dalmatian.”
5. The word “these”: The word “these” draws you into the article or talk to find out more: “Do you Make These Mistakes in English?” Remove the word “these” and it loses its impact!
6. Story titles: Set up a story: “They Laughed When I Called Myself a Marketing Expert... But Wh
5. The word “these”: The word “these” draws you into the article or talk to find out more: “Do you Make These Mistakes in English?” Remove the word “these” and it loses its impact!
6. Story titles: Set up a story: “They Laughed When I Called Myself a Marketing Expert... But Wh
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
en the Dollars Started Rolling In...”
To learn more secrets from the pros for getting attention for your expertise, keep reading…
Richard Bayan, author of Words That Sell: The Thesaurus To Help You Promote Your Products, Services, And Ideas, offers a lot of good ideas for sharing your knowledge in compelling ways:
1
To learn more secrets from the pros for getting attention for your expertise, keep reading…
Richard Bayan, author of Words That Sell: The Thesaurus To Help You Promote Your Products, Services, And Ideas, offers a lot of good ideas for sharing your knowledge in compelling ways:
1
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
. Write to motivate and persuade: This is not about a sales pitch for your services. It’s about clearly articulating the WIIFM in words that will get your target audience nodding their head in agreement, saying, “Yeah, you really understand my situation.”
2. Use “grabbers” to get your audience’s attention:
• Open wit
2. Use “grabbers” to get your audience’s attention:
• Open wit
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
h a question: “What if you could…?” “Wouldn’t you like to…?” “How many times have you said to yourself…?” “Do you struggle to…?”
• Open with a statement: “You’ve probably noticed that…” “Let’s face it…” “_____ may determine the future of your business.”
• Open with a challenge: “If you’re serious about….” “Make time
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
for…” “Say ‘yes’ to…”
• Use heading and slogans: “Some straight talk about _____” “Your shortcut to…” “Don’t take chances with…”
Go ahead…give it a try. Use some of these techniques to spice up an article or talk and see what kind of response you get. You’ll be pleasantly surprised at what happens.
Next month, we’ll
Go ahead…give it a try. Use some of these techniques to spice up an article or talk and see what kind of response you get. You’ll be pleasantly surprised at what happens.
Next month, we’ll
.
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
look at how to get you in front of the right audiences to put your attention-getting articles and talks to work in promoting yourself.
We encourage sharing and publication of Your Monthly TurningPointe in whole or in part if copyright and attribution, including live web site link and email link, are always included.
We encourage sharing and publication of Your Monthly TurningPointe in whole or in part if copyright and attribution, including live web site link and email link, are always included.
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
Please let us know where and when it will appear. Thank you!
References
Bayan, R. Words That Sell. Lincolnwood, IL: McGraw-Hill, 1984.
Lant, J. Cash Copy. Jeffrey Lant Associates, 1992.
Middleton, R. InfoGuru Guide, Action Plan Marketing, 2001.
Putman, A. Marketing Your Services. New York: John Wiley & Sons, 1990.
References
Bayan, R. Words That Sell. Lincolnwood, IL: McGraw-Hill, 1984.
Lant, J. Cash Copy. Jeffrey Lant Associates, 1992.
Middleton, R. InfoGuru Guide, Action Plan Marketing, 2001.
Putman, A. Marketing Your Services. New York: John Wiley & Sons, 1990.
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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