Tags |
|
|
Links |
|
|
Main Subject - Don't Always Make Direct Mail Headlines Positive
The most powerful headline I ever read and acted upon was a negative headline. It changed my life.
Yet most books on direct mail copy
Yet most books on direct mail copy
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
writing will tell you to cast your headlines, overlines and Johnson Boxes always in the positive. But sometimes being negative is posi
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ively good for business. Or, to say it another way, negative headlines in your direct mail advertising are not always bad.
The headli
The headli
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ne that changed my life appeared in a small display ad in the Daily Mirror, a British daily newspaper. Here’s what it said:
“No Pl
“No Pl
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
asure Cruises in the Royal Marines.”
That’s a negative headline, no question. The copywriter wasted no time turning a negative in
That’s a negative headline, no question. The copywriter wasted no time turning a negative in
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
to a positive. In fact, he turned a positive into a negative.
Beneath the headline was a photo of several heavily armed Royal Marines
Beneath the headline was a photo of several heavily armed Royal Marines
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
crouching in a rigid raider assault boat, manfully pounding over the waves towards an assuredly nasty landing on some distant enemy be
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
ach.
Beneath the photo was this simple body copy:
Beneath the photo was this simple body copy:
“Some of the toughest training in the world. That’s what makes Royal M
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
rines Commandos ready for anything. If you think you’ve got the determination and you’re over 16, here’s your chance. Find out more by
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
sending off the coupon.”
“No Pleasure Cruises in the Royal Marines.” When I read that negative headline for the first
“No Pleasure Cruises in the Royal Marines.” When I read that negative headline for the first
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
time, I was slouching at the back of mathematics class, catching up on the comic-strip misadventures of Andy Cap and Hagar the Horribl
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
. The year was 1976. I had just turned 16. My Oxford and Cambridge ‘O’ Level exams -- and certain defeat -- waited less than a week aw
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ay. I read the advertisement again. I studied the photograph. I mailed off the coupon that night.
The information package arrived wit
The information package arrived wit
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
in the week. Nine months later I was PO35440S Junior Marine Sharpe, bayonetting dummies with gusto and throwing up my lunch during nin
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
e-mile speed marches. Eighteen months later I was dodging bullets and bombs in Northern Ireland. Five years later I was photographing
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
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
enguins in Antarctica. Ten years later -- and thirteen countries, four promotions, numerous fights and a Falklands War later -- I was
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
a civilian again.
That headline would not have worked for me if the copywriter had cast it in a positive way. By promising what I wou
That headline would not have worked for me if the copywriter had cast it in a positive way. By promising what I wou
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
d not get, and by telling me what I should not look forward to, he won me over.
So here’s my advice. Don’t turn all your negatives in
So here’s my advice. Don’t turn all your negatives in
.
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
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
to positives. Instead, turn your positives into negatives for a change. Don’t be timid.
© 2006 Sharpe Copy Inc. You may reprint this
© 2006 Sharpe Copy Inc. You may reprint this
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
rticle online and in print provided the links remain live and the content remains unaltered (including the "About the Author" message)
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.mainsubjects.org.ua/article/30841/mainsubjects-Dont-Always-Make-Direct-Mail-Headlines-Positive.html">Don't Always Make Direct Mail Headlines Positive</a>
BB link (for phorums):
[url=http://www.mainsubjects.org.ua/article/30841/mainsubjects-Dont-Always-Make-Direct-Mail-Headlines-Positive.html]Don't Always Make Direct Mail Headlines Positive[/url]
Related Articles:
Work From Home Answering Phones
Question: Should You Do Something Just Because You Can?
The Investment Management Guide to Business Management
Bookmark it:
|