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…]
Misleading Health Copywriting Makes Us All Look Bad
“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…]