Dr. Dennis Clark

Compliant B2C and B2B Marketing Copy for Natural Health and Wellness Companies - by an Experienced Copywriter and Research Scientist

Misleading Health Copywriting Makes Us All Look Bad

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misleading health copywriting“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 to Get Tougher Under New Commissioner Scott Gottlieb

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fda compliance - pyridoxamine bannedFDA 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…]

9 Red Flags for Federally Compliant Health Copywriting

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compliant health copywritingCompliant 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…]

Emotional Appeal – The Key to Effective Copywriting

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emotional appealEmotional appeal in your copywriting should accomplish two things to be effective: 1) make consumers feel something; and, 2) make them take action on those feelings. Knowing your clients’ emotional ‘hot buttons’ and how to use them for empowering your marketing messages are the foundation of effective copywriting. Here are some important pointers on how to do so. [Read more…]