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Digg It - Sales Copy Striptease
If you're a savvy business professional preparing for a promotion: writing your sales letter, website copy or display ad can often twist you into more knots than a pretzel. After staring at a blank page for hours—you begin to realize maybe you are
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
mortal after all.
What's the answer?
Hit your swipe files for inspiration as many gurus recommend? Take some R & R time, indulge in a Jacuzzi, and return relaxed, rested and refreshed? Start writing whatever comes to mind hoping to magically co
What's the answer?
Hit your swipe files for inspiration as many gurus recommend? Take some R & R time, indulge in a Jacuzzi, and return relaxed, rested and refreshed? Start writing whatever comes to mind hoping to magically co
; 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
me up with a jugular-grabbing hook?
Yes, those may work...
But another simple, yet effective formula you could try is returning to the roots of copywriting: Getting inside your prospect's head. And heart. Because if you can do that—you will lowe
Yes, those may work...
But another simple, yet effective formula you could try is returning to the roots of copywriting: Getting inside your prospect's head. And heart. Because if you can do that—you will lowe
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
their force field. When writing to your prospects, you'd want to model the Borg (Star Trek: The Next Generation) and declare, "Resistance is futile."
And without a doubt—one of the most colorful professionals who knows the inside secrets to redu
And without a doubt—one of the most colorful professionals who knows the inside secrets to redu
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
cing prospect resistance is the striptease artist. From start to finish she has mastered the art of owning eyeballs and raising heartbeats. We can apply her secrets into writing copy that lead our prospects to say, "Yes, please take my money."
He
He
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
r crafty secrets revealed...
1) She begins with the right audience. If the audience were members of the Vice Squad, the PTA, or little old ladies from the Christian Women's Association—she will probably get booed off the stage. And not make any n
1) She begins with the right audience. If the audience were members of the Vice Squad, the PTA, or little old ladies from the Christian Women's Association—she will probably get booed off the stage. And not make any n
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
w friends.
To create positive response for your sales copy—get your message in front of the right audience. Even if you are a world-class copywriter. Otherwise, you'll go hungry.
2) She grabs instant attention. The lights dim, the music begins a
To create positive response for your sales copy—get your message in front of the right audience. Even if you are a world-class copywriter. Otherwise, you'll go hungry.
2) She grabs instant attention. The lights dim, the music begins a
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
nd the curtain is drawn. She shows a leg. All of a sudden, it gets really quiet and all eyes zero in on her.
You've only got a few seconds. Your promotion must grab attention quickly. This is your headline's job.
Your headline must be so compell
You've only got a few seconds. Your promotion must grab attention quickly. This is your headline's job.
Your headline must be so compell
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ing—all eyes are riveted upon it. There's no room for hesitation. If you fail here, you could lose your campaign.
3) She creates want. She works her audience with seductive eyes, patiently removing an article of clothing one by one, and effortles
3) She creates want. She works her audience with seductive eyes, patiently removing an article of clothing one by one, and effortles
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
ly manipulating her twirling tassels. She's methodically building anticipation. She tempts.
You must keep your readers glued to your message. Not only that, but you must keep their jaw dropping with want. But not only that, you've got to keep the
You must keep your readers glued to your message. Not only that, but you must keep their jaw dropping with want. But not only that, you've got to keep the
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
m salivating.
Stating benefit after prospect benefit will keep them focused on your marketing copy. One tactic I use is to include benefits in bullet form, and then include additional benefits littered throughout the body copy. This creates and r
Stating benefit after prospect benefit will keep them focused on your marketing copy. One tactic I use is to include benefits in bullet form, and then include additional benefits littered throughout the body copy. This creates and r
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
einforces anticipation throughout your sales promotion.
4) She's a pro. One sin our artist doesn't commit is admiring her own performance. She doesn't marvel at her own abilities. That's what amateurs do. She may lose her audience that way.
And
4) She's a pro. One sin our artist doesn't commit is admiring her own performance. She doesn't marvel at her own abilities. That's what amateurs do. She may lose her audience that way.
And
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
ritically important in your sales copy is not to have your audience focus on your words. You want them to read it through non-stop. Using clich?s, unnecessary verbiage and fancy word play can cause them to pause—and discontinue.
If your copy conf
If your copy conf
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
uses, piques questions or causes your reader to ponder—that will work against you. People don't have time to decipher coded messages. You must be clear. It's up to you to lead them by the hand. This is what separates the amateurs from the pros.
5
5
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
) She says, "Wait." That's the secret wild card power of our artist. She seduces. Her biggest asset is not in revealing, but in concealing.
In your marketing piece, don't let the cat out of the bag too quickly. (Unless that's the copy platform yo
In your marketing piece, don't let the cat out of the bag too quickly. (Unless that's the copy platform yo
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
've chosen). Conceal your offer until you've given them enough information to make an educated decision.
This tug and pull effect further shrinks your prospect's force field. Just when they think you're about to reveal your offer, pull back to bu
This tug and pull effect further shrinks your prospect's force field. Just when they think you're about to reveal your offer, pull back to bu
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
ild more anticipation. This is a perfect time to introduce another big benefit or a special bonus they'll get if they take advantage of your offer.
You can vary this method by introducing your offer, and then increasing their want by adding one p
You can vary this method by introducing your offer, and then increasing their want by adding one p
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
remium bonus after another. A classic example is the Ginsu Knives infomercial. They masterfully dissolved their prospect's force field and kept them salivating by repeating, "But wait... there's more!"
Like our colorful artist, you too can increa
Like our colorful artist, you too can increa
.
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
e sales without appearing pushy. You can reduce your prospect's resistance one step at a time. Become creative like our artist and you'll have your audience salivating at your offer.
Tommy Yan helps business owners and entrepreneurs make more mon
Tommy Yan helps business owners and entrepreneurs make more mon
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
ey through direct response marketing. He publishes Tommy's Tease weekly e-zine to inspire people to succeed in business and personal growth. Get your free subscription today at www.TommyYan.com
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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