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Digg It - How to Write, Right
Write like you talk.
One of the biggest mistakes people make when writing B2B marketing letters is using very formal language. It’s a very common mistake.
It's one that I made all the time when I firs
One of the biggest mistakes people make when writing B2B marketing letters is using very formal language. It’s a very common mistake.
It's one that I made all the time when I firs
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
t started writing copy in 1991. (In fact, sometimes I still screw it up).
The bottom line is this: Make your letters sound like a conversation - in print. Your message has to sound like one real human being tal
The bottom line is this: Make your letters sound like a conversation - in print. Your message has to sound like one real human being tal
; 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
ing to another. Forget ALL the formal phrases taught in "Business Letter Writing 101. When you meet a prospect in person, you wouldn't say "I hand you herein my new promotional catalog." So why say, "Enclosed he
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
rein" in your sales letter?
Simply say. “As you can see I've included a copy of our current catalog of phenomenal products. I think you'll really like what I circled for you on page 39." That'll get their atten
Simply say. “As you can see I've included a copy of our current catalog of phenomenal products. I think you'll really like what I circled for you on page 39." That'll get their atten
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ion. It sounds real, and personal, because it is! Stick to simple words, short phrases, and paragraphs consisting of 1-3 short sentences. Your recipients should not have to think too much to figure out what you’
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
re saying.
The second most common mistake is trying to decide on the perfect length for your letter. In my monthly newsletter at www.copywritingtips.com, I frequently answer subscriber questions. Recently I ha
The second most common mistake is trying to decide on the perfect length for your letter. In my monthly newsletter at www.copywritingtips.com, I frequently answer subscriber questions. Recently I ha
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
one from a guy who wondered: If long copy outsells short copy, than why does NIKE say Just Do It™?
Great question. What Nike has there my friend, is a slogan. It's a branding strategy to get the masses to iden
Great question. What Nike has there my friend, is a slogan. It's a branding strategy to get the masses to iden
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
tify a statement with a product. Companies have done this since the beginning of time, (or close anyway). It is also an attempt to get people thinking about your product, so they associate everyday activities wi
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
h their brand.
For Coke, it's about associating refreshment with drinking a soda. For Nike it's about associating getting off your lazy bum, putting away your excuses and getting into the game. Ultimately, the
For Coke, it's about associating refreshment with drinking a soda. For Nike it's about associating getting off your lazy bum, putting away your excuses and getting into the game. Ultimately, the
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
goal from the company's perspective is TO SELL!
So, let's see how it works?
What company do you think of when you hear this? "When it absolutely, positively, has to be there overnight." That was easy r
So, let's see how it works?
What company do you think of when you hear this? "When it absolutely, positively, has to be there overnight." That was easy r
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ght? FedEx. "The Pause That Refreshes" A little tougher, eh? It's Coke. What about this one? "How do you capture inspiration? Ooh, that's a lot tougher - Adobe Software. How about "Think Small" if you guessed Vo
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
lkswagen, you're right. How about "It's everywhere you want to be" - That my dear subscriber is a slogan for Visa. Now these are all well and good, but here's the question:
Do any of these sell a dang thing
Do any of these sell a dang thing
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
Who really knows? How you track people, that get your slogan inside their head, then obsessively hear it over and over again, so many times that they HAVE to go out and buy your products is a task for Joh
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
n Edward or some other purported psychic - not me. The point is this. The companies that come up with slogans spend profane amounts of money to get that slogan out there. They'd do better sending every qualified
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
prospect a coupon to buy their products. Then tracking the redemption and sending them a Tee-Shirt that has "Just Do It" plastered all over it.
Okay, maybe not. But the question is has that slogan EVER compelle
Okay, maybe not. But the question is has that slogan EVER compelle
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
d anyone to buy?
Do you know when that NIKE slogan came out? Two years ago? How about five? Nope. 1988. That's right, NIKE introduced that slogan 15 long and expensive years ago. Is it a household phrase? I don
Do you know when that NIKE slogan came out? Two years ago? How about five? Nope. 1988. That's right, NIKE introduced that slogan 15 long and expensive years ago. Is it a household phrase? I don
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
t know. Not in my house anyway.
So What Does All This Mean In Regards To Copy Length?
Well it means this. If you've got millions of dollars you want to “pee” away getting people to memorize your slogan
So What Does All This Mean In Regards To Copy Length?
Well it means this. If you've got millions of dollars you want to “pee” away getting people to memorize your slogan
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
or sing your jingle when they are bored. Go for it. But if you are trying to make your first million hawking things out of your garage, from your website or in your brick-n-mortar business, tell your target aud
.
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
ence the whole story.
The more you tell the more you sell. At best, a slogan can transmit what you do. At worst all it will do for you is waste your money and wind up being associated with something else, e.g.
The more you tell the more you sell. At best, a slogan can transmit what you do. At worst all it will do for you is waste your money and wind up being associated with something else, e.g.
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
Wendy's “where's the beef?"
In the end, your copy should be long enough to tell the complete message, story, whatever, and short enough so as not to bore the prospect. Figure that one out and you've got it made
In the end, your copy should be long enough to tell the complete message, story, whatever, and short enough so as not to bore the prospect. Figure that one out and you've got it made
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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