Digg It - Business

Who do some sales letters put a smile on your face while others put a yawn in your throat?

Why are some sales letters harder to read than others?

Keepin

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

g your reader hooked right to the end of your letter is one of the hardest challenges in business-to-business direct mail lead generation. The secret is making your copy e

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

asy to read.

Entertain
Successful sales letters arouse your interest, make you laugh, intrigue you in some way or make you want to sit down with a cof

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

fee and see what the writer has to say. Without detracting from your main message and reason for writing, try to make your letters entertaining. If you want a good example

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

of entertaining, informative writing, read the column that Herschell Gordon Lewis writes in Direct magazine. Here is a recent excerpt:

“Isn't it comforting? The e

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

ntire marketing superstructure — retailing, media advertising and online promotion — is shot through with customer elimination management.

“In the pages of this p

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

ublication, over a period of years, I've complained (well, make that ranted) about that strange and elusive goal, customer relationship management, which through its enfor

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

ement by overpaid enforcers invariably becomes just plain customer management. Relationship? That's up to us peons, if we can break through the “management” blockade.
<

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

br>

“So the wobbly superstructure totters on terminology rather than relationship. Result: “relationship” disappears under the bulky mass of “management.” Voil?! Springin

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

g up in the detritus of “relationship” is reality: “elimination.”

“This was driven home to me when, responding as the yokel I am to the lure of television glamour

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

I ditched my trusty cell phone and replaced it with a sleek, expensive and not quite as efficient Razr V3, complete with that goofy-looking “Bluetooth” earpiece, whose na

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

me always reminds me of something that went wrong in the dentist's office.”

Match your tone
Think your prospect’s age, job title, gender and personali

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

ty type while you write. I just finished writing copy aimed at Fortune 50 bankers. The tone I employed was different from the one I use when writing to small business owne

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

rs.

Avoid jargon 24/7
Unless you are certain that your reader knows what an AVM is for or why hydrodynamic lubrication starvation is a problem, leave

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

ut the jargon. In its place, use plain English that makes your point without patronizing the reader or making you sound like you are a novice to the prospect’s industry.

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

r>

Go short
Make your sentences short. Like this. Prefer the short word over the long. Vary your sentence length to avoid monotony, but aim to keep them a

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

ll readable in one breath. Short sentences are easier to understand.

Say it with fewer
Say it. Stop. Sign your name.

Pitch to the right pe

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

son
Aim your selling message at the intelligence level of one of your typical customers. Don’t overestimate their intelligence, or underestimate it either.

.

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

>

Relax
Don’t throw away your Strunk and White. But don’t become its slave, either. Break the rules of grammar and Grandma’s rules to avoid sounding stiff a

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

nd institutional. But use standard punctuation. And the accepted conventions for capitalization. Otherwise you’ll be perceived as a freak. Which you’re not. Right?

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.diggit.org.ua/article/30937/diggit-Sales-Letter-Writing-Boost-Your-B2B-Readability.html">Sales Letter Writing: Boost Your B2B Readability</a>

BB link (for phorums):
[url=http://www.diggit.org.ua/article/30937/diggit-Sales-Letter-Writing-Boost-Your-B2B-Readability.html]Sales Letter Writing: Boost Your B2B Readability[/url]

How to Avoid Online Work at Home Jobs Scams

Online work at home jobs is a new trend, and this new work trend is growing day after day. Many people are looking for a better and new lifestyle. With the internet today is possible to work from home and enjoy more time with the family.

Some Thoughts - Leadership and Values

I took a course in social deviance several years ago. What this course helped me understand is that societies and cultures have their own definitions of values and they exist on a continuum. Anything outside the boarders of the continuum is deviant. In relation to values, both ultraliberal and ultraconservative are inappropriate values within the society or culture’s definition.

As a Manager are You Acting on all Complaints and Taking Them at Face Value?

One very unfortunate thing that new managers do is that they act on all complaints taking them at face value. But did you know that 85% of all complaints to our nation's regulatory bodies in the US Government are fake, fraudulent or embellished? Recent GAO study the government did confirms this. Most complaints are really BS.

Bookmark it:

Tags

Links

Digg It - Sales Letter Writing: Boost Your B2B Readability

Related Articles: