Social Articles - Writing and Speaking

Copy is salesmanship in print, but does it have to be a greasy used-car salesman? The answer is, “No!” Follow these 5 tips and watch your prospects’ trust level rise.

1. Make

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

it believable. Face it – we are just smarter nowadays than we were several decades ago. In fact, we’re jaded. We’ve seen it all. Bought the miracle pills (and felt stupid for believing the c

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

Examples of combination products may in

harlatans). We all know it’s impossible to lose 25 pounds over night. So why even go there? Once you lose credibility, you’ve lost your prospect’s attention too. Respect your prospect with honesty and

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

you have a much better chance of doing business together. (Psst. A great way to build trust is to actually reveal a flaw in your product. We all know nothing is perfect – so show us where it’s no

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

t and we believe in you.)

2. Easy on the adjectives. Great copy is “verb-heavy,” not laden with adjectives. In fact ad man gre

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

Combination pro

at, Leo Burnet (of Green Giant ad fame, among others) wanted to discover why 62 of his ads failed. So he had his staff separate out the parts of speech. Here’s what he found - of the 12,758 words in t

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

he 62 failed ads, 24.1% were verbs. His conclusion - if the failed ads had more verbs, they probably would have done better. Take my advice. If you haven’t already, go to Amazon and buy Richard Bayan’

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

s copywriting thesaurus, Words that Sell. And keep it by your desk when writing.

3. Write in your prospect’s language. Make sure you unders

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

tand their particular jargon. For example, in general chiropractors have a bit of a rivalry with medical doctors. But chiropractors are “real” doctors. If you slip up and say otherwise, you have alien

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

ated them. But you would only know that by deeply studying your target market. An excellent resource to learn more about various inner languages is at www.thewordsthatsell.com. They have special repor

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

s on markets from real estate agents to radiologists to attorneys.

4. Write to one person with the “tarketing” technique. To really sound sincere and empathetic, do

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

Following aspects would a

what I call “tarketing”. That’s taking your target market’s demographics down so far that you’re actually referring to just one person. (See, a target market is a mob or plural while a “tarket” is ONE

dd to the challenges in developing combination products:

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

PERSON or singular.) Corporations take this approach all the time. For example, Volvo’s tarket is a 35 year old mother of two. (Does that mean men don’t buy Volvo’s? Of course not!) When you use the

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

tarketing technique, not only is your writing more concise, but your reader connects with you on a very deep level. After all, you’re talking directly to him or her.

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

(The most comprehensive guide to prewriting research I’ve ever seen is my workbook, “Red Hot Copy to Woo Your Target Market”.

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

www.red-hot-copy.com/copy3.html)

5. Think from the prospect’s point of view. You have to do your due diligence if you want to avoid the hype. This is where summoning up a little

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

Professional from academic institutions, pharmaceutical industries, health care indust

creativity goes a long way. Once you’ve got your tarketing technique in place, really drill it down. Get deep inside your prospect’s head and ask yourself some of these questions:

· What magazines do

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

es he or she read?

· What restaurants does he or she go to?

· Does your prospect take vacations?

· Who did your prospect vote for for president?

· How would your prospect describe his or her life

.

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

if they ran into a childhood friend they haven’t seen for 10 years?

Are you beginning to see just how deep you can start to go? These questions are a nick on the surface. I go on for pages in my work

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

Companies that provide selfless information through particip

book, but you get the idea.

The best way to avoid hype is to genuinely connect with your prospect through prewriting research AND respect. You’ll be rewarded with customer loyalty and many more sales

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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Entrepreneurs seem to be so lucky, so often. People see their success and attribute much of their good fortune to luck. What luck that they thought the idea would work. The luck of the Irish for old Doyle, don't you think? It was his great good luck to file that patent when he did.

Give your customers a discount when they spend over a certain dollar amount for ad space. You can also apply this tip to the amount of ads they buy.

1. Search on the world wide web for distressed or foreclosed properties as a starting point. Use a professional REALTOR to identify great foreclosure deals for you. You may be successful at searchin...

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