A recent ad from Dr. Al Sears exemplifies good health copywriting. It represents a template for hard copy ads and landing pages. However, although it can be a model for nutraceutical marketing, a few changes would make it even better. [Read more…]
“SHOCKER: YOUR B12 SUPPLEMENT CONTAINS CYANIDE!” Examples of misleading health copywriting like this come across my desk every day. Scare tactics. Factual errors. Red flags galore. False claims. Living on the edge of truth.
Federal regulators let most of it slip by. Not your customers, though. Modern supplement buyers are wiser than ever. They can sniff out fact from fiction in advertising. You’re sunk if just one of them spreads the error in your ad.
This makes us all look bad. Copywriters, supplement manufacturers, retailers, health practitioners, experts endorsing the products – we might as well be back in the snake oil business.
Here are a couple of suggestions for avoiding this trap in your marketing materials. [Read more…]
FDA compliance has always been a challenge for natural health businesses. Now, B2C and B2B supplement companies have to be warier than ever. The new FDA commissioner, Scott Gottlieb, has been sounding off recently on plans for his agency to implement, “…one of the most significant modernizations of dietary supplement regulation and oversight in more than 25 years.” [Read more…]
Compliant health copywriting should conform throughout all marketing channels. This includes all aspects of marketing online and offline. What that means is not always clear. The FDA and the FTC provide extensive guidelines. Nevertheless, according to a 2016 study by Manatt Phelps & Phillips LLP, more than 2/3 of websites are not FTC compliant. Is yours? [Read more…]
Product benefits, not features, lie at the heart of every good marketing plan. Finding out what the benefits are that your customers are really looking for lays the necessary groundwork for designing a successful marketing strategy. [Read more…]