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Main Subject - 10 Top Tips for Writing a Super Responsive Ezine
One of the most often asked questions that I see is 'how can I write an ezine that people will want to read.' Anyone can tell you that there is 'money in the list' but how do you create a list of readers who are happy to send money in your direction? After all, if they don't want to read
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
your newsletter, (I tend to use the words newsletter and ezine interchangeably) your 'list' is pretty worthless!
Over 650 issues of my ezine, "Kickstart Today" - have taught me a few things about what people really want from a newsletter.
Here are the ten top tips that I've learned th
Over 650 issues of my ezine, "Kickstart Today" - have taught me a few things about what people really want from a newsletter.
Here are the ten top tips that I've learned th
; 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
e hard way:
1. Keep it short and sweet. Your ezine itself can be quite long, provided that each article is kept fast-paced and punchy. In my experience, any section that runs more than 500 words is probably too long. And 1500 words overall is enough. Many successful newsletters are arou
1. Keep it short and sweet. Your ezine itself can be quite long, provided that each article is kept fast-paced and punchy. In my experience, any section that runs more than 500 words is probably too long. And 1500 words overall is enough. Many successful newsletters are arou
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
nd 500 words total.
2. Be as personal as you like. If people want serious business writing they can go to the news-stand. It seems to me that people love the personal aspect that ezines offer. Hence, the more I introduce elements from my own life and family into my newsletter, the bigge
2. Be as personal as you like. If people want serious business writing they can go to the news-stand. It seems to me that people love the personal aspect that ezines offer. Hence, the more I introduce elements from my own life and family into my newsletter, the bigge
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
r my positive (virtual) mailbag is.
3. Never sell. I write my newsletter three times a week and on average, about a third of my issues don't try to sell anything. As often as possible, I provide links to things that my readers can have for free. In the other two-thirds of issues, I almo
3. Never sell. I write my newsletter three times a week and on average, about a third of my issues don't try to sell anything. As often as possible, I provide links to things that my readers can have for free. In the other two-thirds of issues, I almo
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
t never sell either - I make recommendations. My readers know that I will never recommend something that I haven't used myself - and have found to be excellent. So, in effect, my selling is a personal recommendation from one friend to another.
4. And on that note, only 'sell' (or recomm
4. And on that note, only 'sell' (or recomm
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
end) one item in any issue. I have proved time and again with my own lists that whenever I mention two or more products for my readers to buy, overall sales goes right down. I know of several super-successful people who do manage to make multiple recommendations successfully, but it has
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
never worked for me.
5. Never write to your list. You may have thousands of people on your list, but as soon as you start to write to 'the list' the tone of your words becomes impersonal. Always write to one person, who you imagine is sitting in front of you. If you learn to write as yo
5. Never write to your list. You may have thousands of people on your list, but as soon as you start to write to 'the list' the tone of your words becomes impersonal. Always write to one person, who you imagine is sitting in front of you. If you learn to write as yo
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
u would speak to that one person in front of you, your newsletter will almost automatically be a thousand times more readable than most others out there.
6. Be brave. So many ezine writers fall into the trap of avoiding controversy. The result is that their newsletters fast become borin
6. Be brave. So many ezine writers fall into the trap of avoiding controversy. The result is that their newsletters fast become borin
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
g. The truth is that people love to read a good rant. If you allow yourself to let yourself go once in a while - even if it is completely off topic, I guarantee that your list will become more responsive - and consequently more loyal.
7. Be responsive yourself. If one of your readers wr
7. Be responsive yourself. If one of your readers wr
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
tes to you, make sure you write back - personally. People do business with people and they really like to know that you are a real person behind the keyboard.
8. Using other people's articles. This is a sticky one. Use other people's stuff too often and your own personality will not shi
8. Using other people's articles. This is a sticky one. Use other people's stuff too often and your own personality will not shi
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
ne through. And if your readers see the same articles appearing elsewhere, they start to think that they might as well read them elsewhere. Personally, I don't run other people's stuff in my newsletter at all - but that is my choice, and as a fairly prolific writer, something that I can
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
deal with. I would say that if you must use other people's articles, keep them to a fairly low percentage of each issue's total content.
9. Be prepared for the long haul. Successful newsletters are rarely born overnight. They take a long time to build their readership and even longer to
9. Be prepared for the long haul. Successful newsletters are rarely born overnight. They take a long time to build their readership and even longer to
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
regularly turn a good profit. Like any business you have to work at them - sometimes when you least want to. Get it right though, and they are worth it on so many levels.
10. Finally, find your own USP. Every product (and your ezine is a product that people have to 'buy in to' even if
10. Finally, find your own USP. Every product (and your ezine is a product that people have to 'buy in to' even if
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
they don't pay for it) needs to have certain attributes that set it apart from all the others out there. Your USP (unique selling point) is the thing that people will talk about when they recommend you to their friends - so make it easy for them to notice and compelling enough for them t
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
want to pass on the good news!
Of course, the fact that this article is available for ezine publishers to use does raise a conundrum. If my advice to avoid using other people's articles in your newsletters is valid, will anyone use this article? Or any other that is made freely availab
Of course, the fact that this article is available for ezine publishers to use does raise a conundrum. If my advice to avoid using other people's articles in your newsletters is valid, will anyone use this article? Or any other that is made freely availab
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
le in article directories?
My suggested solution is two-fold:
a. Believe everything I say, and follow all of my rules except when applying them to articles that I have written. Clearly, those will be of far more interest to your readers than anything else. ;-)
b. Seriously, rather tha
My suggested solution is two-fold:
a. Believe everything I say, and follow all of my rules except when applying them to articles that I have written. Clearly, those will be of far more interest to your readers than anything else. ;-)
b. Seriously, rather tha
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
n blindly publishing other people's articles in your ezine, it is usually a better bet to put those articles onto your website and link to that page from your ezine. That way your readers can accept the 'gift' of an interesting article to read if they are interested, or ignore it if they
.
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
so choose.
Also, you can put AdSense, or other ads onto the article page to monetize the article to those people who have shown a marked interest in the subject matter by clicking the link.
Ezine writing and publishing is a learned skill. The first few editions you produce will probab
Also, you can put AdSense, or other ads onto the article page to monetize the article to those people who have shown a marked interest in the subject matter by clicking the link.
Ezine writing and publishing is a learned skill. The first few editions you produce will probab
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
ly be rather rough around the edges, but keep practicing and listen to what your readers email to you. In a short time you will find your own voice and a style that will help you build a large and loyal following.
And then, the advice that the money is in the list will come true for you
And then, the advice that the money is in the list will come true for you
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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