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Other Articles - 8 Part Strategy For Constructing Your Advertising Message
Strategies to help produce your brochure, advertisment or
direct mail. And make it achieve more sales.
1. Attract & keep the customer's eye
Your customer must be kept glued to your words. They may leave at any point of your copy so keep it attractive and relevant to their needs, right through to their decision to purchase.
Words, pictures and the customer:
Don't go overboard with pictures, its words that sell. You'll need your produc
1. Attract & keep the customer's eye
Your customer must be kept glued to your words. They may leave at any point of your copy so keep it attractive and relevant to their needs, right through to their decision to purchase.
Words, pictures and the customer:
Don't go overboard with pictures, its words that sell. You'll need your produc
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
t photo of course but its the caption
or headline that will make the difference. And the headline
will be a benefit.
People buy products for what it will do for them, not what it looks like. Quite often, you'll see products like printers with features listed below an image. Here the advertiser has assumed that everyone knows the benefits of their printer and just need to know the specific features.
However a lot of people don't respond to p
People buy products for what it will do for them, not what it looks like. Quite often, you'll see products like printers with features listed below an image. Here the advertiser has assumed that everyone knows the benefits of their printer and just need to know the specific features.
However a lot of people don't respond to p
; 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
ctures and lists
of features, but they may respond to a photo of the product
in use. For example you could show a child sat using a
computer.
But that's not enough. Add a headline such as...'Now YOUR child can obtain higher grades' and that should get parents interested. You get the idea. The body text would describe how the computer helps children to learn.
Be very wary about using an agency to produce your copy writing. They may not kno
But that's not enough. Add a headline such as...'Now YOUR child can obtain higher grades' and that should get parents interested. You get the idea. The body text would describe how the computer helps children to learn.
Be very wary about using an agency to produce your copy writing. They may not kno
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
the principles involved in
successful selling. The only way you can be sure is to have
control over the production..usually unlikely when dealing
with agencies... or produce the content yourself.
2. Content strategies
a) Descriptions: A lot of promtional documents leave the customer to guess at the benefits of the product or service advertised. They just describe it and their company. This is not good. Don't do it this way.
2. Content strategies
a) Descriptions: A lot of promtional documents leave the customer to guess at the benefits of the product or service advertised. They just describe it and their company. This is not good. Don't do it this way.
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
) Comparisons: Here you could compare your
product/service with your competitor's and specify how much
better your's is. You could get in trouble if you name the
other company and/or can't back up your claims with
evidence. Works best by you having a major provable
advantage over your competitors..and not naming them.
c) Storyline: A favorite with lots of folk. Tell a story involving the person the customer will relate to in a
c) Storyline: A favorite with lots of folk. Tell a story involving the person the customer will relate to in a
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
situation that shows the benefits your product/service gives
that person.
Use a 'before using the product' and 'after using the product' strategy. At the end the person will summarise how much better their situation is nw after using your product. And you tell your readers how it will help them as well.
The hard bit is writing a true story. It's less effective than a made up one.
d) The most effective strategy is to use the well-known AID
Use a 'before using the product' and 'after using the product' strategy. At the end the person will summarise how much better their situation is nw after using your product. And you tell your readers how it will help them as well.
The hard bit is writing a true story. It's less effective than a made up one.
d) The most effective strategy is to use the well-known AID
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
A formula..see section 8 further down.
3. Inspiration
My answer is to go for a walk in the countryside. There are two halves to our brains; the left being for logical functions and the right half for creative thinking. Apparently few logical people are able to take advanatage of the creative side at will. You have to relax and trick the brain into releasing your ideas.
Walking and daydreaming are a couple of techniques to employ.
<
3. Inspiration
My answer is to go for a walk in the countryside. There are two halves to our brains; the left being for logical functions and the right half for creative thinking. Apparently few logical people are able to take advanatage of the creative side at will. You have to relax and trick the brain into releasing your ideas.
Walking and daydreaming are a couple of techniques to employ.
<
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
>4. Ideas for copy
You need to saturate your brain with all the elements about your product or service. Study what your product is made of, how strong it is and how it is put together. Consider the manufacturing process and the care taken throughout the production.
Write down all these details with the angle of 'how much better than our competitors is our product' and 'in what ways?' Write down your conclusions.
Do the same for your se
You need to saturate your brain with all the elements about your product or service. Study what your product is made of, how strong it is and how it is put together. Consider the manufacturing process and the care taken throughout the production.
Write down all these details with the angle of 'how much better than our competitors is our product' and 'in what ways?' Write down your conclusions.
Do the same for your se
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
vice. Take your service apart and
study it as individual steps. Do your customers know about
these steps? What benefits do these steps have for your
customers? Maybe your competitors don't mention theirs and
you could take advantage of this.
Your customer needs to be in the fore-front of your mind. Particularly your main customer group, the ones who share a common need. Don't forget, you'll want to aim separate message if you have more tha
Your customer needs to be in the fore-front of your mind. Particularly your main customer group, the ones who share a common need. Don't forget, you'll want to aim separate message if you have more tha
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
one target customer group.
5. Producing your copy
Don't overdo it when you first start to put your ideas down on paper. Go over your notes and details about your product or service a few times and have a break from that particular subject for a day or too if necessary. I'm not saying take it to easy but don't try to force yourself, it won't work.
During this initial period you may well be getting flashes of inspiration and ideas ay o
5. Producing your copy
Don't overdo it when you first start to put your ideas down on paper. Go over your notes and details about your product or service a few times and have a break from that particular subject for a day or too if necessary. I'm not saying take it to easy but don't try to force yourself, it won't work.
During this initial period you may well be getting flashes of inspiration and ideas ay o
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
d moments. Write them down. I
would advise always carrying a notebook or maybe a voice
recorder to ensure all your creativity is not lost.
When you have decided to formally put everything down, find yourself a quiet room and ideally use a large A2 pad (which can be found in art stores) to record your information. Remember, you are writing down what it is you want to say to your customers to make them buy.
Write down the most important 'buyi
When you have decided to formally put everything down, find yourself a quiet room and ideally use a large A2 pad (which can be found in art stores) to record your information. Remember, you are writing down what it is you want to say to your customers to make them buy.
Write down the most important 'buyi
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
ng factor' on the pad.
Then continue to put down all the others related to customer
needs and buying factors. Forget any logical order, put them
down as they come to you, adding detail as necessary. Keep
relaxed and don't censor any ideas you have (unless they are
too far removed from your area). You could intoruce others
into this exercise and in effect hold a group brainstorming
session.
You should end up with several pages of ideas.
You should end up with several pages of ideas.
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
6. Compiling messages needed to sell
You will see many ideas that you are familiar with but there may be some that you are not. Do some research on these. Your competitors may not have bothered and there could be some gold here.
Next you need to group together related ideas with colored pens. You'll find some remaining that don't fit in a group, but keep these. They may come to life later.
Now you need to structure your results so that y
You will see many ideas that you are familiar with but there may be some that you are not. Do some research on these. Your competitors may not have bothered and there could be some gold here.
Next you need to group together related ideas with colored pens. You'll find some remaining that don't fit in a group, but keep these. They may come to life later.
Now you need to structure your results so that y
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
u can
develop your 'story' to relay to your customer. Put the
group headings around a circle and then like the legs of a
spider put the related ideas along them in order of
sequence, importance or whatever criteria you have decided.
As you do all this your creative side will flag up more ideas to add to the pool. Now you can get some feedback from colleagues or even customers on what you have produced. This will optimise your results even
As you do all this your creative side will flag up more ideas to add to the pool. Now you can get some feedback from colleagues or even customers on what you have produced. This will optimise your results even
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
urther.
7. Producing your copy framework
You have two choice here. Hand your work over to a copywriter or carry on yourself. If you are carrying on yourself you need to decide on the most appropriate approach as defined in section 2 above; descriptions, comparative, situation or benefits.
Your message will be built around the AIDCA structure.
Attention: You must get the readers attention within seconds using your headline.
7. Producing your copy framework
You have two choice here. Hand your work over to a copywriter or carry on yourself. If you are carrying on yourself you need to decide on the most appropriate approach as defined in section 2 above; descriptions, comparative, situation or benefits.
Your message will be built around the AIDCA structure.
Attention: You must get the readers attention within seconds using your headline.
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
Interest: Get your prospect interested in your product.
Desire: This is where you detail how their needs can be fulfilled.
Conviction: Provide proof that this is the product that they need.
Action: Here you tell them what they must do to get it.
8. Using the AIDCA formula
Attention seeking headlines: Often the headline is left till last as it is the most difficult part of the message. And you may find it in the main
Desire: This is where you detail how their needs can be fulfilled.
Conviction: Provide proof that this is the product that they need.
Action: Here you tell them what they must do to get it.
8. Using the AIDCA formula
Attention seeking headlines: Often the headline is left till last as it is the most difficult part of the message. And you may find it in the main
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
opy itself. Short headlines
rarely work. Remember, if you are using a picture its the
wqords that will matter. The picture is a supporting
element.
'Benefit' type headlines are best (even better if they are tiny storylines) with 'News' type second best. Generally you should include your product and the main benefit. Length is less important. Brochures, mailshots and magazine adverts tend to have longer headlines than straightforward adve
'Benefit' type headlines are best (even better if they are tiny storylines) with 'News' type second best. Generally you should include your product and the main benefit. Length is less important. Brochures, mailshots and magazine adverts tend to have longer headlines than straightforward adve
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
tisements.
Interest to be aroused: This is where you tell your main story using one of the strategies described earlier; description, comparative, situation or benefits.
Concentrate on how your product or service fulfils primary and secondary needs. Relate how it satisfies the customers buying factors and success factors that you have defined in your marketing assessment.
Desire to be created: You need to be enthusiastic here in describing
Interest to be aroused: This is where you tell your main story using one of the strategies described earlier; description, comparative, situation or benefits.
Concentrate on how your product or service fulfils primary and secondary needs. Relate how it satisfies the customers buying factors and success factors that you have defined in your marketing assessment.
Desire to be created: You need to be enthusiastic here in describing
.
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
what the product or service can do for the
customer. Convince them that they will really benefit from
your product. Expand on the detail. For example if your car
is economical to run then write about how much money they
will save and then buy a holiday with it.
Conviction needed: Here you need to prove to the reader that your claims about your product are true. Assume that they will disbelieve your cliams. If you have statistics use them.
Conviction needed: Here you need to prove to the reader that your claims about your product are true. Assume that they will disbelieve your cliams. If you have statistics use them.
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
how graphs. Show testimonials or endorsements from
satisfied customers. Don't make them up. How could you prove
they were real?
Action: It is imperative that you tell your readers what action you want them to take. And include a benefit along with it. For example; "Send for our full color catalogue. Its FREE, there is no obligation to buy."
There you have it! An 8 part strategy to help compile your advertising message and get you more sales
Action: It is imperative that you tell your readers what action you want them to take. And include a benefit along with it. For example; "Send for our full color catalogue. Its FREE, there is no obligation to buy."
There you have it! An 8 part strategy to help compile your advertising message and get you more sales
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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