Main Subject - Business

One of the more popular questions I get about copy from subscribers is, "Do people really read all that copy?" Of course they are talking about the online long copy sales letters you have to scroll all the way down to the bottom to find out how much it costs. These letters can be from 5-15 pages or m

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

ore in length and they flat out bug some people.

The answer to the question is, "No. Yes. And maybe." It all depends on where your prospect is mentally in the buying process. I'll get to that in a minute.

First let's take yourself as an example. Are you currently in the market to buy a car? If you'

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

Examples of combination products may in

e not chances are you don't pay a lot of attention to the car marketplace right now (unless of course you are a car aficionado). So it wouldn't matter much to you if a certain car got better gas mileage over another or came with an Island Blue paint job. But when the time comes to get serious about b

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

ying YOUR car you will focus intently on every little detail. You will scour every word you can get your hands on about the specific make and model you want parked in your garage.

So back to them - will your target market really read all that copy?

1) No. Some people will not ever even find

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

your copy in their universe. Billy Joe in Iowa is more concerned about his next day off from the construction site so he can party with his friends. Billy Joe is not your target market and there is no reason to waste time trying to reach him. I only bring up Billy Joe to illustrate everyone

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

Combination pro

as some natural drop off of potential customers. Everyone can NOT be your customer.

2) No. Some people will simply not be interested in doing business with you for whatever reason. Jane is in the market for a water filtration system. You sell them. Unfortunately Jane will only purch

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

se from Pygmy goat farmers in Norway and you don't qualify. Go figure. You can't do anything about it.

3) Yes. People read your copy when they begin to recognize a need for your product/service. This is called the peripheral interest stage. They may not be focused on buying

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

what you sell today but on some level they are interested in how you can benefit them in the future. Say you sell a vitamin supplement for hair growth. Your prospect, Archie, has noticed some premature thinning but he's not overly concerned about it yet. If he stumbles onto your sales page he will s

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

im through your copy, looking for nuggets that will help him make a buying decision later. For now he may just buy a hat and continue to check out options as he comes across them. He's just not urgently motivated right now.

4) Yes. People read your copy when they are ready to make a buying d

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

cision. This is called the deep investigative stage. These are the serious contenders. And they will read 'all that copy' because they are ready to trade dollars for your product/service. It doesn't matter whether the purchase is for $37 or $397 or $3997. No one lik

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

s to make a bad investment. Veronica has been looking for a business coach. If you provide that service and she finds you online, remember you are not there personally to answer all her questions (but she will no doubt have them). That's the job of your copy - to fully represent you when you're not t

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

Following aspects would a

ere. So you need to make sure you overcome all of her objections IN WRITING. She will have an internal dialogue in her head of frequently asked questions. Your copy had better anticipate and answer every one. Trust or mistrust is conveyed through your copy too. (As you know, no one will do business w

dd to the challenges in developing combination products:

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

th someone they do not trust). She must visualize how her life will improve with your service.

Your copy can convey that by focusing on the benefits. Do you have a guarantee? Are there sign up bonuses? Who else have you helped? When you are thorough it doesn't take long for the copy to get lengthy.

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

here is a distinctive pattern to keeping your prospect informed while maintaining interest. As advertising front man David Oglivy said, " The more informative your advertising, the more persuasive it will be."

5) Maybe. If Betty stumbles onto your site out of the blue without a pred

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

isposed idea to buy what you sell. Your copy is informative, interesting, and entertaining. She finds herself mesmerized, pulling her credit card out of her wallet to rush and order your product. This is a rather rare, though not unheard of, action. Especially when the copy follows the proven formula

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

of the masters.

Long sales copy exists because it works. If it didn't work it would go the way of the dodo bird. As it is, it shows no signs of losing its effectiveness. In test after test long copy outperforms its short copy brother. The Wall Street Journal has been sendi

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

Professional from academic institutions, pharmaceutical industries, health care indust

g out a four-page direct mail sales letter with great results for decades. Then just a few years ago they pit the four-pager against a longer letter to see which one pulled in more subscriptions. The longer letter won. In fact in every industry the long copy format has been introduce

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

it has been a rousing success. Again to quote David Ogilvy, "If you tell, you will sell."

Long copy can work in your industry too. But I have to let you in on a little secret. A long copy sales letter is the kingpin of your marketing campaign, but it does not perform on its own. By

.

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

itself it is not strong enough to get the cash flowing for your business. There is also support copy that is often ignored in the copywriting process yet it is just as critical to the overall success of the sales letter.

When you're ready to sharpen your marketing message (even if you're not a w

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

Companies that provide selfless information through particip

iter), skyrocket your profits, and have FUN, you're ready to be recruited into the world-famous *Red Hot Copywriting Bootcamp teleseminar series! www.redhotcopy.com/rhcbootcamp.htm

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

Tags

Links

Main Subject - Do They Read Long Copy?

Related Articles: