Advice You - Business

Your customer wants a cleaner kitchen, not a kitchen cleaner.

Your customers are interested in benefits, not features. So sell benefits in your sales letters.

The differen

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

ce between a feature and a benefit comes down to this: A feature is what something does. A benefit is what something does for you.

Everything you have to say in your direc

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

Examples of combination products may in

t marketing sales letters boils down to features and benefits. With every piece of copy you write, however long or short your copy, you are always talking in terms of featur

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

es and benefits.

When I worked on the Bell Mobility account, I discovered that the marketing folks at Bell have a policy of always presenting the benefit first, followed by

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

the feature. I had usually written things the other way around. But they had a good policy.

For example, I would have said, “Digital Data2Go lets you receive email with you

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

Combination pro

r cellphone, saving you the hassle of finding a phone jack for your laptop whenever you need to check email while travelling.” Bell insisted that I present the benefit first

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

, so I instead wrote something like this: “Never again waste time hunting for a phone jack when it’s time to check email while travelling. Digital Data2Go lets you receive e

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

mail with just your cellphone.”

I think Bell has the right idea, although there are times when the feature needs to come first.

The tough part in all of this is translatin

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

features into benefits before you start writing. Some benefits are obvious. Others require some detective work to uncover. I learned that lesson all over again when I taugh

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

t copywriting at the University of Toronto School of Continuing Studies.

I gave my students an exercise that always turned up a surprising benefit. I told my class that the

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

CN Tower in Toronto, Ontario, Canada was 1,815 feet and 5 inches tall. Their assignment was to come up with as many benefits as they could that related to that feature. Mos

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

Following aspects would a

t of them stared at me.

Then they picked up their pens.

Slowly, they started to write.

Each time I ran the exercise, a student or two came up with a benefit that I had no

dd to the challenges in developing combination products:

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

thought of. Here are a few of the benefits of having the world’s tallest free-standing structure in your city:

attract tourist dollars by charging for tours

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

see the whole city from one vantage point

generate revenue by selling souvenirs

impress your date with dinner at the revolving restaurant

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

>host fundraisers (a race up the stairs to the top is a popular annual fundraiser)

generate revenue from organizations that monitor the weather

navigate

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

around the city easily because the tower is a landmark visible from almost everywhere

generate revenue from TV and radio companies by hosting their antennas on th

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

Professional from academic institutions, pharmaceutical industries, health care indust

communications deck

improve the flow of traffic along the nearby Gardner Expressway by locating traffic cameras on the tower

generate publicity by hangi

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

ng a banner down the side of the structure

There were many more benefits, some worthy and some just wacky, but all of them were benefits of one kind or another.

.

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

Together, they demonstrated that products and services, including yours, probably have more benefits than are apparent at first glance.

So hunt for those benefits that are

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

Companies that provide selfless information through particip

relevant to your potential buyers and current customers. And remember this, every time you craft a sales letter: your client wants a 5/8 inch hole, not a 5/8 inch drill bit

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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Have you seen that everywhere on the internet there are ads?, the internet is full of these ads, but do you know who write those ads? well they are written by people because they can not be written by computers. The companies need to hire people in order to type these ads from their own home.

Customer Service and Customer Surveys are a very interesting topic and it is amazing how much you can learn that you may not have even known about your own business by doing surveys. For instance iRobot makes those little vacuum cleaners for the house and they are indeed cool little tricky gadgets and the hottest item in personal tech in a long time.

Ever wondered why it takes you so long to find the information you need on your corporate computer system? That's if you can find it at all. Did you know that the tooth fairy could be partly to blame?

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Advice You - Read This, Sell More: Direct Mail Marketing Is About Benefits, Not Features

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