Advice You - Business

Made you look didn't I?

Good. That was the point. But I wasn't kidding about that outrageous claim I just made. Let me show you what I mean.

If you've been involved in writing sales cop

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

y for any length of time, you'd know that a headline has been hailed by some, as the most important factor in a piece of sales copy !

But of course the advice must have seemed so elem

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

Examples of combination products may in

ntary, or so cliche, as to not warrant any **serious** consideration.

If you think you've heard this too many times, the whole deal with the importance of a great headline, then think

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

about this...

Many great copywriters including the likes of Bob Serling, Brian Keith Voiles, Bob Bly, Dan Kennedy, Robert Boduch, Joe Vitale etc. would spend several *days* trying to c

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

me up with a super headline.

In fact one world famous copywriter I know of says, "If you have 10 hours to write a piece of copy spend 9 on creating the headline !"

But of course people

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

Combination pro

love magic bullets, and age old forbidden secrets --- "Improve my headline?... Is that the best advice you can think of giving me?"

And in the same breath we find ourselves looking for

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

ways to increase our sales. Either by spending more on advertising or by discounting the product, when all you may need to do is change four or five words in your copy.

Fact!

The lo

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

g and short of it is this. If you are serious about getting better results from your advertising then headline advice is always to be welcomed !

Keep this in mind however :- A headline n

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

ver seeks to be cute, or clever. It seeks one thing and one thing only. A-T-T-E-N-T-I-O-N ! It wants to GRAB your attention and direct you to a piece of copy. And the best way to do th

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

is is with a super benefit.

One short test I learnt is this. If by reading a headline you can't see the *main benefit* to you, then something is seriously wrong with that headline.

Noti

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

e how I did that with the headline for this article. You clearly see the main benefits... Increase Returns, More Profits, Little Effort.

Bham! Right between the eyeballs... No mistake abo

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

Following aspects would a

t it! And believe it or not as simple as that may sound, that is a proven headline formula, (The 'How-to' + benefit formula) that can literally quadruple your bottom line profits.

But

dd to the challenges in developing combination products:

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

enough chit chat... Here are some more 100% tried and proven tips and formulas to help you come up with your own money magnet headlines.

...

1) Ask a question. Especially one that can

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

OT be answerd without reading the following copy.

Make people think twice. The brain loves to answer questions and so a "question headline" draws the reader into the heart of the

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

essage.

2) Go for the jugular. Don't beat around the bush. Cute doesn't sell! Daring, and direct does !

3) Consider it an "ad for an ad". A shortened version of the copy boil

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

ed down to the absolute core.

4) Shock the reader by announcing that your solution comes from something incredibly simple, that everyone else is overlooking.

5) Refine...rewr

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

Professional from academic institutions, pharmaceutical industries, health care indust

te...reduce... Keep it clear and concise. In our lightning fast time most people want everything bite-sized and easy to digest.

And now three formulas for writing...

1) Begin

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

ith the word "Announcing".

"Announcing, an amazing, new way to prevent termites from attacking your precious wooden furniture, that's safe to use around the kids !"

2) Use the

.

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

"How to" + benefit method.

"How to guarantee that termites never turn your wooden furniture into no good fire wood!"

3) Begin with a testimonial.

"This is the most POWER

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

Companies that provide selfless information through particip

UL pesticide I have ever seen. And amazingly it's safe to use around the kids!"

Now take a look at your headlines and set about to improve them. I assure you, it'll be worth the 'effort'

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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Are you feeling that you are getting a raw deal in your job? Do you feel that you are being blamed wrongly? That you are being given more responsibilities than you can handle? That no body bothers about your comfort? You don't get any appreciation?

Does a headline like this scare you? <<... International Paper and other companies have shut plants, cut thousands of jobs, sold timberlands ... includes the potential spin-off or sale of its beverage packaging, >> it should because the consolidation is not over yet.

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